Evaluation of Hotel Performance with Sentiment Analysis by Deep Learning Techniques

Abstract

The subject of sentiment analysis through social media sites has witnessed significant development due to the increasing reliance of people on social media in advertising and marketing, especially after the Corona pandemic. There is no doubt that the prevalence of the Arabic language makes it considered one of the most important languages all over the world. Through human comments, it can know things if they are positive or negative. But in fact, the comments are many, and it takes work to evaluate the place or the product through a detailed reading of each comment. Therefore, this study applied deep learning approaches to this issue to provide final results that could be utilized to differentiate between the comments in the dataset. Arabic Sentiment Analysis was used and gave a percentage for each positive and negative commentary. This work used eight methods of deep learning techniques after using Fast Text as embedding, except Ara BERT. These techniques are the transformer (AraBERT), RNN (Long short-term memory (LSTM), Bidirectional long-short term memory (BI-LSTM), Gated recurrent units (GRUs), Bidirectional Gated recurrent units (BI-GRU)), CNN (like ALEXNET, proposed CNN), and ensemble model (CNN with BI-GRU). The Hotel Arabic Reviews Dataset was utilized to test the models. This paper obtained the following results. In the Ara BERT model, the accuracy is 96.442%. In CNN, like the Alex Net model, the accuracy is 93.78%. In the suggested CNN model, the accuracy is 94.43%. In the suggested LSTM model, the accuracy is 95%. In the suggested BI-LSTM model, the accuracy is 95.11%. The accuracy of the suggested GRU model is 95.07%. The accuracy of the suggested BI-GRU model is 95.02%. The accuracy is 94.52% in the Ensemble CNN with BI-GRU model that has been proposed. Consequently, the AraBERT outperformed the other approaches in terms of accuracy. Because the AraBERT has already been trained on some Arabic Wikipedia entries. The LSTM, BI-LSTM, GRU, and BI-GRU, on the other hand, had comparable outcomes.