Exploring Tourist Feedback on Riau Attractions Through Indonesian Language YouTube Opinion Using Naïve Bayes Algorithm

YouTube is a widely-used platform in Indonesia, with 93.8% of its users. As such, it presents a valuable opportunity for marketing tourist destinations, particularly in Riau province, which aims to become Indonesia’s top Halal travel destination. Tourism is a vital contributor to the economic growth of regions, and each province in Indonesia competes to promote its tourist attractions to attract more visitors every year. However, the large volume of data can challenge the manual analysis of feedback from YouTube’s features, such as likes, dislikes, and comments. A literature review suggests that the Naive Bayes algorithm, which uses machine learning, is helpful for sentiment analysis. Therefore, this study aims to analyze public sentiment toward tourist destinations in Riau province by analyzing YouTube comments using the Naïve Bayes algorithm. The study used 1680 opinions collected from 10 YouTube videos showcasing tourist destinations in Riau. The Naive Bayes algorithm classified 60% of the comments as positive, 32% as neutral, and 8% as negative. The experimental results indicated an accuracy and precision of 73%, a recall of 94%, and an F-1 Score of 82%. The study used the word frequency technique to reveal that Riau could become a popular halal tourist destination based on several frequently occurring words in the comments.