Customer Insight Analysis with Sentiments and Topic Modeling from Wellness Centers in Phuket

The wellness tourism sector has seen rapid growth, making it an essential component of global tourism, particularly in destinations like Phuket, Thailand, known for its holistic wellness programs. This study aims to analyze customer insights derived from online reviews of wellness centers in Phuket using natural language processing (NLP) techniques. We collected reviews from established wellness centers listed on Google Maps and TripAdvisor and employed sentiment analysis using TextBlob to classify customer reviews into positive, negative, or neutral sentiments. In addition, we used supervised topic modeling to categorize reviews into predefined wellness dimensions, including physical, mental, spiritual, emotional, social, and environmental wellness. The analysis showed that most of the reviews are mainly positive, with physical and mental wellness being the topics most frequently discussed. However, there are areas for potential service improvement, particularly in environmental and social wellness. Rather than focusing on developing or comparing machine learning models, this work provides key recommendations for wellness centers to refine their programs and align with customer preferences.