مجلة سيفار الدولية للدراسات التسويقية
Volume 4, Numéro 1, Pages 01-17
2026-03-01

Ai-based Sentiment Analysis And Tourist Loyalty: The Sequential Mediating Roles Of Tourist Experience, Perceived Value, And Trust



Authors : Chine Khathir .

Abstract

The rapid evolution of artificial intelligence (AI) has fundamentally reshaped digital marketing by enabling organizations to extract actionable insights from vast volumes of user-generated content (UGC), with sentiment analysis emerging as one of its most influential applications. Drawing upon the Stimulus–Organism–Response (S-O-R) framework, this study develops and empirically validates an integrative model linking AI-based sentiment analysis to tourist loyalty within the context of desert tourism. A quantitative approach was adopted, combining sentiment analysis of online reviews with survey data analyzed using PLS-SEM. The findings reveal that sentiment significantly affects tourist loyalty both directly and indirectly through a sequential mediation process involving experience, perceived value, and trust. The study demonstrates that loyalty results from a multi-stage cognitive and affective process rather than immediate reactions to sentiment. The study contributes theoretically by extending the S-O-R framework through the integration of AI-driven analytics with consumer behavior theory, while offering practical implications for destination managers seeking to enhance tourist experience, strengthen trust, and foster long-term tourist loyalty..

Keywords

Artificial Intelligence; Sentiment Analysis; Tourist Loyalty; Tourist Experience; Desert Tourism.

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