...Mohadese Basirati; Abderrahim Laachach Purpose This study uses advanced machine learning (ML) techniques to analyze Instagram photos and cluster sustainable tourism destinations. By revealing visual patterns and themes, it provides valuable insights into user-generated content (UGC) and its...

... approach to find out the clusters. The study analysed 68 papers using the topic modelling approach. A four-cluster solution was considered to be most representative of the extant literature identified using bibliographic coupling. Finally, content analysis of the selected literature has been performed...

... Do accept that market segmentation is exploratory. Do spend a lot of time ensuring you collect high-quality data. Don’t use ordinal data. Don’t use correlated variables. Do ensure your sample size is large enough. Don’t use factor-cluster analysis. Do conduct data structure analysis. Don’t complicate...