Using Heterogeneous Social Media as Auxiliary Information to Improve Hotel Recommendation Performance

Research conducted on social media is currently increasing. Information obtained by users of social media has resulted in the development of many recommendation systems that analyze user preferences in an attempt to locate the most suitable products for recommendation to users. A great number of people have used social media platforms, such as Twitter, to develop a hotel recommendation system. Here, we propose a Twitter-based recommendation system via the aid of heterogeneous social media. First, a model is designed to predict user preferences by improving matrix factorization based on user preferences and users' personal data, where basic information about hotels collected from Yelp is used as auxiliary information. On the other hand, an analytical user posting behavior algorithm is created for establishing users' posting behavior vectors based on earlier posts in Twitter and Yelp. This results of the experiments show that the proposed method can improve accuracy by 30% in terms of RECALL compared with the Twitter-based recommendation system without the use of heterogeneous social media. Furthermore, it can improve the accuracy of the mean reciprocal rank by 80% and can increase precision by as much as 100%.