Visitor Perceptions and Effectiveness of Place Branding Strategies in Thematic Parks in Bandung City Using Text Mining Based on Google Maps User Reviews

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Abstract
The city of Bandung, Indonesia contains thematic parks which use certain themes to highlight the features of the park. They are also used as a branding strategy for the city as a whole. As social networking has become a type of media used by most global populations to share experiences and stories and to influence perceptions, and because online reviews are one way to get potential positive information about the success of a business or service, we analyzed online reviews from the Bandung thematic parks. We identified that thematic parks have an influence on the branding of the city of Bandung. Data collection involved data extraction from Google Maps user reviews. Text mining was used to collect the information attributes needed to determine the public perceptions of thematic parks. Data analysis was used to determine the extent to which a park can be a benchmark for place branding in Bandung. This research found that the influence of the thematic park concept is a good strategy for the city of Bandung. Online reviews show that thematic parks in Bandung are better known than non-thematic parks, and that thematic parks get very good ratings and good opinions from online reviewers. This information is expected to be a reference for developing the concept of thematic parks, especially in the city of Bandung, and it can be used by the government, architects, and urban designers to get a better understanding of the users’ perceptions and as a benchmark for similar projects.

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