# Improving RE-SWOT Analysis with Sentiment Classification: A Case Study of Travel Agencies
## 4 Experimental Results  
In our experiment, we used the RE-SWOT tool to analyze the competitiveness of KKday's products. As mentioned previously, we collected user reviews of KKday's product from the TripAdvisor forum and used [PERSON] and [PERSON]'s method to generate user ratings. There is one other thing that is important for generating the RE-SWOT matrix: the opportunities and threats are external factors that come from competitors. According to [PERSON] (2018), the main competitor of KKday is Klook. Therefore, we also collected user reviews related to Klook from the TripAdvisor forum and used the same method to generate user ratings for Klook's products. In addition, we wanted to find out how foreigners feel about local tours in Taiwan. Therefore, this study extracted reviews on local tours in Taiwan provided by KKday and Klook from the TripAdvisor forum. Repeated and overly short messages were removed, leaving 206 messages related to KKdays and 158 messages related to Klook. Next, the sentiment score of each review was generated using the VADER tool. In addition, 20 features were extracted from these reviews through the process of feature extraction. We could then calculate the FPS for each feature using Equation (2), and the results are listed in Table 2. To generate the SWOT matrix for KKday, we needed to categorize features into four groups (strengths, weakness, opportunities, and threats), according to Equations (4)-(7). The user-defined parameter \(\sigma\) was set to 0.1, which is the same value as that used by [PERSON] and [PERSON] [10]. The SWOT matrix for KKday is presented in Figure 4.  
The features presented in Figure 4 can be explained based on the part of the SWOT matrix to which they belong and the comments from which these features originate. 1. Strengths  
Features with above-average FPS scores that originate from positive comments on KKday were regarded as strengths of KKday. We checked the comments related to these features to determine what they meant, as follows: (a) tour guide--customers feel that tour guides are friendly and introduce tourist attractions by telling stories; (b) observation deck--customers mentioned that the ticket price of the observation deck was reasonable and that they enjoyed the scenery; (c) pocket wifi--customers thought that the process of renting the wifi online and claiming it at the airport was convenient; (d) credit card--customers were satisfied with the offer for credit card payments; (e) qr codes--customers thought that the qr code tickets were convenient; (f) day tour--customers were satisfied with the range of day tours; (g) souvenir shop--customers mentioned that items purchased online could be picked up at the airport; (h) rail bike--customers mentioned that the rail bike experience in South Korea was interesting; and (i) cable car--customers were satisfied with the price of cable car tickets. 2. Weaknesses  
Features with below-average FPS scores, representing negative comments about KKday, were regarded as weaknesses of KKday. We checked the comments related to these features to see what they meant. Some reviews showed that users were unsatisfied with the Sun Moon Lake Tour, for example, the meeting place was not clearly marked, or the tour guide was late. Now that KKday is aware of these weaknesses, it can try to remove or minimize them. 3. Threats  
Features with above-average FPS scores, represented by positive comments about Klook, were regarded as threats to KKday.