# On Ontology-Based Tourist Knowledge Representation and Recommendation
## 2 OTR and Ontology Characteristics Analysis
### Design of an OTR and eWOM Management Framework  
eWOM is the user's feeling or experience after they use a product or service. Now, there are many types of eWOM. For example, many travelers often share online travel reviews (OTR) through social communities or blogs. OTR allow a traveler to express their own ideas and opinions about tourism, and eWOM shows the opinions and ideas of a production or service. Thus, ORT is a kind of eWOM. In order to effectively manage and analyze OTR content, the study will revise and propose a new application function of OTR and eWOM, which is based on [PERSON] et al.'s (2013) [6] OTR (online travel reviews) and (eWOM) (electronic word-of-mouth) management framework, as shown in Figure 1.  
1. eWOM collection: Since there is an overwhelming amount of eWOM available online, it is both difficult and inefficient to try and obtain all of it about a specific product or service. As a result, the eWOM collection process seeks to collect and filter eWOM-related content from blogs and web forums.
2. eWOM analysis: In order to understand the product or service appraisals contained in eWOM content, this study uses natural language processing and sentiment analysis to analyze it. The eWOM analysis can identify whether the product or service appraisals are positive or negative, and thus help eWOM knowledge representation and reasoning. The research method is eWOM collection and eWOM analysis, based on the [PERSON] et al. (2013) eWOM analysis method [24].  
3. Ontology-based SWOT analysis: The results of the eWOM analysis can be used to understand positive and negative appraisals of an enterprise as they will contain information about a firm's strengths, weaknesses, opportunities, and threats, thus helping strategic planning. Ontology-based SWOT analysis mainly uses computerized eWOM analysis techniques, the result of the related study will be reference to [PERSON] et al. (2013) [6].
4. Consumer demands analysis: The content of eWOM and OTR contains a lot of opinions and appraisals from consumers and tourists. These opinions and appraisals can reflect the requirement of consumers and tourists. Therefore, we will develop eWOM and OTR appraisal as an analysis method of consumer's demand. The result of the related study will be reference to [PERSON] et al. (2017) [25].
5. Knowledge representation and recommendation: OTR is a kind of eWOM, and from the eWOM analysis results, we can find out the customer's tourism evaluation through eWOM analysis. These appraisal are fragmented. Thus, knowledge representation and recommendation is mainly to construct consumer appraisal as a knowledge structure, and then make inference through the knowledge structure. OTR is a kind of eWOM. Thus, OTR can transform the consumer's travel experience into a tourism knowledge structure which help other travelers find more tourist attractions.
6. Appraisal-based BCG matrix analysis: The result of eWOM analysis can realize the positive and negative appraisal of an enterprise. This appraisal would include the strength, weaknesses, opportunities, and threats about an enterprise, the production, and the service. The function is mainly to identify the performance of the business and product line through the analysis technology of the automated eWOM. The eWOM analysis result will help the enterprise adjust their business or product and make the strategic planning efficient.  
Figure 1: OTR (online travel reviews) and (eWOM) (electronic word-of-mouth).  
As can be seen in Figure 1, the eWOM and OTR management framework is displayed. This study focuses on knowledge representation and recommendation, and the following section explains the procedures of knowledge representation and recommendation method development. The procedures, methods, and results are as follows: