Hybrid Emotion and Satisfaction-Aware Fuzzy Inference System (ES-FIS) for Predicting Tourist Revisit Intention
Article Sidebar
Main Article Content
Abstract
Tourist revisit intention is influenced by both cognitive evaluations and emotional experiences; however, existing models typically treat these factors independently and rely on precise numerical inputs that may not reflect the subjective nature of travel perception. This study develops a Hybrid Emotion–Satisfaction Fuzzy Inference System (ES-FIS) designed to model such ambiguity while maintaining interpretability through linguistic rules. The model integrates six structured satisfaction dimensions from 415 Thai visitors to Japan with affective polarity extracted from 20,491 TripAdvisor reviews via a probabilistic mapping approach. All variables were transformed into fuzzy linguistic terms and processed using a Mamdani-type inference engine to generate both a continuous revisit score and categorical outputs. Empirical evaluation indicates that the ES-FIS achieves strong predictive performance (Accuracy: 0.78, F1-score: 0.74) with results aligned with ground-truth Likert ratings (r = 0.71; RMSE = 0.48). Furthermore, PCA-based clustering reveals three distinct cognitive–affective traveler segments. These findings suggest that combining satisfaction and emotional indicators provides a more comprehensive representation of revisit intention than relying on either component alone. The study contributes to an explainable AI (XAI) framework that captures the inherent imprecision of tourist perception and offers practical value for service personalization and CRM-oriented segmentation in tourism analytics.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I/we certify that I/we have participated sufficiently in the intellectual content, conception and design of this work or the analysis and interpretation of the data (when applicable), as well as the writing of the manuscript, to take public responsibility for it and have agreed to have my/our name listed as a contributor. I/we believe the manuscript represents valid work. Neither this manuscript nor one with substantially similar content under my/our authorship has been published or is being considered for publication elsewhere, except as described in the covering letter. I/we certify that all the data collected during the study is presented in this manuscript and no data from the study has been or will be published separately. I/we attest that, if requested by the editors, I/we will provide the data/information or will cooperate fully in obtaining and providing the data/information on which the manuscript is based, for examination by the editors or their assignees. Financial interests, direct or indirect, that exist or may be perceived to exist for individual contributors in connection with the content of this paper have been disclosed in the cover letter. Sources of outside support of the project are named in the cover letter.
I/We hereby transfer(s), assign(s), or otherwise convey(s) all copyright ownership, including any and all rights incidental thereto, exclusively to the Journal, in the event that such work is published by the Journal. The Journal shall own the work, including 1) copyright; 2) the right to grant permission to republish the article in whole or in part, with or without fee; 3) the right to produce preprints or reprints and translate into languages other than English for sale or free distribution; and 4) the right to republish the work in a collection of articles in any other mechanical or electronic format.
We give the rights to the corresponding author to make necessary changes as per the request of the journal, do the rest of the correspondence on our behalf and he/she will act as the guarantor for the manuscript on our behalf.
All persons who have made substantial contributions to the work reported in the manuscript, but who are not contributors, are named in the Acknowledgment and have given me/us their written permission to be named. If I/we do not include an Acknowledgment that means I/we have not received substantial contributions from non-contributors and no contributor has been omitted.
References
T. Chomklin and S. Chevakidagarn, "Factors influencing Thai tourists' travel decisions to Japan: A study on marketing strategies and service quality," Journal of Business Administration and Languages (JBAL), vol. 13, no. 1, pp. 16–29, 2025.
I. Ajzen, "The theory of planned behavior," Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179–211, 1991, doi: 10.1016/0749-5978(91)90020-T.
R. L. Oliver, Satisfaction: A Behavioral Perspective on the Consumer. New York, NY, USA: McGraw-Hill, 1997.
B. Liu, Sentiment Analysis and Opinion Mining. San Rafael, CA, USA: Morgan & Claypool, 2012, doi: 10.2200/S00416ED1V01Y201204HLT016.
Z. Xiang, Z. Schwartz, J. H. Gerdes, and M. Uysal, "What can big data and text analytics tell us about hotel guest experience and satisfaction?," International Journal of Hospitality Management, vol. 44, pp. 120–130, 2015, doi: 10.1016/j.ijhm.2014.10.013.
L. A. Zadeh, "Fuzzy sets," Information and Control, vol. 8, no. 3, pp. 338–353, 1965, doi: 10.1016/S0019-9958(65)90241-X.
M. N. Khan, N. Gupta, M. Matharu, and M. F. Khan, "Sustainable e-service quality in tourism: Drivers evaluation using AHP-TOPSIS technique," Sustainability, vol. 15, no. 9, art. 7534, May 2023, doi: 10.3390/su15097534.
R. Pérez Campdesuner, G. Garcia-Vidal, R. Martinez-Vivar, and A. Sanchez-Rodriguez, "Application of the fuzzy logic tool to evaluate customer satisfaction in hotels," Journal of International Business Research and Marketing, vol. 3, no. 2, pp. 24–29, Jan. 2018, doi: 10.18775/jibrm.1849-8558.2015.32.3004.
E. Cambria, "Affective computing and sentiment analysis," IEEE Intelligent Systems, vol. 31, no. 2, pp. 102–107, 2016, doi: 10.1109/MIS.2016.31.
Z. Xiang and D. R. Fesenmaier, "Big data analytics, tourism design and smart tourism," in Analytics in Smart Tourism Design. Cham, Switzerland: Springer, 2017, pp. 299–307, doi: 10.1007/978-3-319-44263-1_17.
Larxel, "Trip Advisor hotel reviews," Kaggle, 2015. [Online]. Available: https://www.kaggle.com/datasets/andrewmvd/trip-advisor-hotel-reviews. [Accessed: Jul. 27, 2025].
H. Bulut, "The construction of a composite index for general satisfaction in Turkey and the investigation of its determinants," Socio-Economic Planning Sciences, vol. 71, art. 100811, 2020, doi: 10.1016/j.seps.2020.100811.
P. N. Kanimalar and R. Balakumar, "The art of fuzzy: Crafting defuzzification with centroid of maxima and minima," International Journal of Fuzzy Systems, 2025, doi: 10.1007/s40815-025-01996-0.
T. I. Loi, A. S. So, I. S. Lo, and L. H. N. Fong, "Does the quality of tourist shuttles influence revisit intention through destination image and satisfaction? The case of Macao," Journal of Hospitality & Tourism Management, vol. 32, pp. 115–123, 2017, doi: 10.1016/j.jhtm.2017.06.002.
S. A. Moore, K. Rodger, and R. Taplin, "Moving beyond visitor satisfaction to loyalty in nature-based tourism: A review and research agenda," Current Issues in Tourism, vol. 18, no. 7, pp. 667–683, 2013, doi: 10.1080/13683500.2013.790346.
S. Mohammad and P. Turney, NRC Emotion Lexicon. National Research Council Canada, 2013, doi: 10.4224/21270984.
H. U. R. Khan, C. K. Lim, M. F. Ahmed, K. L. Tan, and M. B. Mokhtar, "Systematic review of contextual suggestion and recommendation systems for sustainable e-tourism," Sustainability, vol. 13, no. 15, art. 8141, 2021, doi: 10.3390/su13158141.
H. Song and S. F. Witt, Tourism Demand Modelling and Forecasting: Modern Econometric Approaches. Abingdon, U.K.: Routledge, 2012, doi: 10.4324/9780080519418.
J. M. Alonso, C. Castiello, and C. Mencar, "Interpretability of fuzzy systems: Current research trends and prospects," in Springer Handbook of Computational Intelligence, 1st ed. Cham, Switzerland: Springer, 2015, pp. 219–237, doi: 10.1007/978-3-662-43505-2_14.
C. Ruiz-Mafe, J. Tronch, and S. Sanz-Blas, "The role of emotions and social influences on consumer loyalty towards online travel communities," Journal of Service Theory and Practice, vol. 26, no. 5, pp. 534–558, 2016, doi: 10.1108/JSTP-12-2014-0294.
J. Wilson and D. K. Müller, Eds., The Routledge Handbook of Tourism Geographies. London, U.K.: Routledge, 2012.
L. F. Marcus, E. Bello, and A. Garcia-Valdecasas, "Some aspects of multivariate statistics for morphometrics," in Contributions to Morphometrics, vol. 8. Madrid, Spain: CSIC Press, 1993, pp. 95–130.
A. Abdulwahab, S.-C. Haw, and N. Palanichamy, "Applied fuzzy and analytic hierarchy process in hybrid recommendation approaches for e-CRM," JOIV: International Journal on Informatics Visualization, vol. 6, no. 2-2, art. 553, Aug. 2022, doi: 10.30630/joiv.6.2-2.1043.
