A picture can tell thousands of words. Can we analyze images posted on social media and review platforms? Yes, we can. With the advancement of the Artificial Intelligence area, researchers can use deep learning to understand images. We have used deep learning to Investigate the Digital Behaviour of consumers.
In this research, 4,000 photos of nine Chinese restaurants posted on Tripadvisor’s website were analyzed using image recognition via Inception V3 and Google’s deep learning network; this revealed 12 hierarchical image clusters. Two examples of these clusters are provided below-
Cluster Name: Atmospheric cluster
This cluster of images is generated through the help of deep learning.
Cluster Name: Decorations using lamps in Restaurants
This cluster of images is generated through the help of deep learning.
The above clusters provided us an idea of what type contents consumers are posting on social media. These will also help restaurants to formulate different strategies such as improving the atmospheric environment and decorating using lamps. Competitors can also learn about their competitors by analyzing the images posted by consumers on online platforms.
To know more about this research, please read my following article-
Hasan, M.R., Abdunurova, A., Wang, W., Zheng, J. and Shams, S.M.R. (2021), “Using deep learning to investigate digital behavior in culinary tourism”, Journal of Place Management and Development, Vol. 14 No. 1, pp. 43-65. https://doi.org/10.1108/JPMD-03-2020-0022
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