Sarcasm detection in hotel reviews: a multimodal deep learning approach

Abstract

Purpose

This study aims to detect consumer sarcasm through inconsistencies in sentiment features between text and images of hotel reviews.

Design/methodology/approach

This paper proposes a model for sarcasm detection based on multimodal deep learning using reviews of three hotel brands collected from two travel platforms, which can identify emotional inconsistencies within a modality and across modalities. Text-image interaction information is explored using graph neural networks (GNN) to detect essential clues in sarcasm sentiment.

Findings

The research results show that the multimodal deep learning model outperforms other baseline models, which can help to understand hotel service evaluation and provide hotel managers with decision-making opinions.

Originality/value

This research can help hoteliers in two ways: detecting service quality and formulating strategies. By selecting reference hotel brands, hoteliers can better assess their level of service quality (optimal resource allocation ensues); therefore, sarcasm detection research is not only beneficial for hotel managers seeking to improve service quality. The multimodal deep learning method introduced in the present study can be replicated in other industries to help travel platforms optimize their products and services.

研究目的

本研究通过分析酒店评论文本和图像之间情感特征的不一致性来检测消费者的讽刺。

研究方法

本文提出了一种基于多模态深度学习的讽刺检测模型, 使用从两个旅行平台收集的三个酒店品牌的评论, 该模型能够识别模态内部和模态之间的情感不一致性。利用图神经网络（GNN）探索文本-图像交互信息, 以检测讽刺情感中的关键线索。

研究发现

研究结果显示, 多模态深度学习模型优于其他基线模型, 这有助于理解酒店服务评估, 并为酒店经理提供决策建议。

研究创新

该研究可以在两方面帮助酒店业者：检测服务质量和制定策略。通过选择参考酒店品牌, 酒店业者可以更好地评估其服务质量水平（随之而来的是最佳资源分配）, 因此, 讽刺检测研究不仅有助于寻求提高服务质量的酒店经理。本研究介绍的多模态深度学习方法可以在其他行业复制, 帮助旅行平台优化其产品和服务。

Citation

Liu, Y., Chi, M. and Sun, Q. (2024), "Sarcasm detection in hotel reviews: a multimodal deep learning approach", Journal of Hospitality and Tourism Technology, Vol. 15 No. 4, pp. 519-533. https://doi.org/10.1108/JHTT-04-2023-0098