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All Journal Journal of Business on Hospitality and Tourism
Tri Kuntoro Priyambodo
Gadjah Mada University
Social Sciences

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Understanding Tourist Experiences at Prambanan Temple Through User-Generated Content Fondina Gusriza; Tri Kuntoro Priyambodo; Khabib Mustofa; Dyah Mutiarin
Journal of Business on Hospitality and Tourism Vol. 12 No. 1 (2026): June 2026
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v12i1.537

Abstract

In the digital era, tourists share their travel experiences through social media, generating digital footprints. These footprints provide a valuable source of data for exploring tourists experiences spontaneously, including at cultural heritage sites such as Prambanan Temple. This study analyzed the digital footprint of tourist from TripAdvisor's User Generated Content (UGC) data source.  Natural Language Processing (NLP) based on Large Language Models (LLMs) is used to process the comments of tourists left on the source of the Prambanan Temple's virtual space. The Theory of Experience Economics is used to analyze experiences based on the passive and active dimensions of tourist. These findings suggest that LLMs effectively identifies the dimension of the tourist experience at Prambanan Temple, where passive experiences are visual elements such as architectural beauty and landscapes, while active experiences through educational involvement. These findings demonstrate the capacity of LLMs to extract textual meaning from large-scale textual data in complex cultural contexts, contributing new insights to the study of digital tourist behaviors.
Co-Authors Dyah Mutiarin Fondina Gusriza Khabib Mustofa