Machine Learning-Based Sentiment Analysis of Glamping Reviews in South Korea

Glamping tourism has expanded rapidly as travelers increasingly seek nature-based experiences combined with comfort and privacy, particularly in the post-COVID-19 period. Online reviews provide a valuable source of insight into how guests perceive such experiential accommodation, yet large-scale, data-driven analyses of glamping sentiment remain limited. This study applies machine-learning techniques to classify customer sentiment expressed in online reviews of glamping sites in South Korea. A total of 3233 reviews were collected from ten leading glamping locations on Naver Map, cleaned, and translated from Korean to English. Sentiment labels (negative, neutral, and positive) were generated using VADER (Valence Aware Dictionary and sEntiment Reasoner), a lexicon-based sentiment scoring tool validated for short informal texts and the labeled corpus was subsequently used to train and evaluate six supervised classifiers. Six supervised classifiers—Naïve Bayes, k-Nearest Neighbors, Random Forest, Logistic Regression, Gradient Boosting, and Support Vector Machine (SVM)—were trained and evaluated through stratified ten-fold cross-validation using accuracy, AUC, F1-score, and Matthews Correlation Coefficient (MCC). Results indicate that SVM achieved the strongest overall discriminatory performance, particularly in identifying minority sentiment classes under substantial class imbalance. These findings suggest that automated sentiment classification holds practical potential for supporting evidence-based service monitoring and reputation management in glamping tourism, although further validation in operational settings is needed before deployment can be recommended.