## 5 Conclusions  
This study employed topic modelling and sentiment analysis techniques to examine consumer behaviour and emotions derived from customer comments about mobile applications used in the online travel industry, specifically focusing on Booking.com and Expedia. By analysing user feedback, the research revealed insights into the sentiments and concerns expressed by customers of these popular travel agencies, highlighting aspects that influence their overall experiences. The analysis indicates that a significant portion of user comments reflect positive emotions, with 81.9% of reviews for Booking.com and 55.8% for Expedia being categorised as positive. This positivity suggests that users find the applications beneficial for their travel needs, particularly regarding hotel preferences and service quality. Positive sentiment words indicate that customers appreciate the usability of the applications and have had favourable experiences in areas such as customer relations and support. For Booking.com, the prevalence of words related to trust and satisfaction demonstrates effective customer engagement, while for Expedia, terms indicating customer-friendly services and the perceived value of fees point to a successful user experience. Conversely, negative sentiments were observed in 8.4% of Booking.com reviews and 37.8% of Expedia reviews, suggesting areas of concern for both applications. For Booking.com, some negative comments stem from user frustration with the application itself. In contrast, Expedia faces a higher volume of negative feedback, with users reporting difficulties in application usage, unsatisfactory staff interactions, inadequate guidance, and issues with refunds. These negative sentiments suggest that both brands must enhance their problem-solving capabilities to effectively address customer concerns. Additionally, neutral sentiment comments accounted for 11.3% of the reviews on Booking.com and 8.0% on Expedia. These neutral observations offer potential customers objective insights into the applications, which can help inform their purchase decisions. Overall, the findings indicate that understanding consumer emotions and feedback can significantly inform marketing strategies, guiding improvements in service delivery and enhancing overall user satisfaction. The research findings reveal that 81.9% of Booking.com users have positive reviews, while 55.8% of Expedia users have positive reviews. This shows that there is a significant difference in terms of app performance and user satisfaction. This study aims to gain deeper insights into the needs, expectations, and opinions of mobile application users by analysing texts that express users' emotions, thus overcoming the limitations often associated with traditional survey methods. Recent trends in research have highlighted the use of big data analytics, particularly topic modelling and sentiment analysis, to extract meaningful insights from consumer feedback. The application of these methodologies has seen a notable increase in academic studies related to the tourism and travel services sector. Customer reviews play a pivotal role in shaping consumer behaviour, as they directly influence perceptions of trust and reliability. Positive reviews not only foster brand advocacy but also enhance customer loyalty, while negative feedback provides brands with essential insights into areas needing improvement. Effectively analysing this feedback enables brands to address shortcomings, ultimately contributing to a more favourable consumer experience and long-term customer retention. Furthermore, the findings from this research offer a practical and flexible approach for mobile travel application developers and researchers seeking to understand user sentiments and improve service offerings. By leveraging consumer emotions expressed in reviews, brands can refine their marketing strategies and align their services with user expectations, thereby enhancing overall consumer satisfaction and engagement.