Supporting digital content marketing and messaging through topic modelling and decision trees

• A method that combines topic modelling with decision trees and sentiment analysis. • Analysis of eWOM with an interpretable method to support digital content marketing. • Identify eWOM patterns based on tourists’ culture and economic characteristics. • Method implementation in a case-study from Cyprus as a touristic destination. This paper presents a machine learning approach involving tourists’ electronic word of mouth (eWOM) to support...