Exploring National Park Visitors’ Judgements from Social Media: The Case Study of Plitvice Lakes National Park

This study aims to conduct a survey of visitor reviews the Plitvice Lakes National Park in Croatia detect strengths and weaknesses park. In total, 15,673 written period between 2007 2021 were scraped from social media platform TripAdvisor. The research applies comprehensive combination multidimensional scaling, sentiment analysis, natural language processing approaches sample area international naturalistic interest. Analyzing opinions visitors, authors identify: main topics interest related management park; on basis definitely positive decidedly negative reviews, respectively. tested methodology is easily applicable for analysis different contexts protected areas, even countries, thanks use translated reviews. results obtained show that visitors areas are not only interested landscape aspects but also issues such as accessibility routes visits.