Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches

Abstract

Street food plays a pivotal role in tourism development, and effective management is crucial for optimizing its impact. This study explores public perceptions of street food in Ho Chi Minh City from a management perspective, utilizing data analytics and netnography approaches. By analyzing viewer comments on street food videos, the research aims to understand public sentiment and its influence on local tourism. Data analytics methods employed include toxicity analysis, sentiment analysis, and 3D semantic clustering to group comments based on thematic relevance and sentiment. The findings reveal that the majority of feedback is positive, driven by factors such as affordability, cultural diversity, and the aesthetic appeal of food streets. Despite this, negative comments, while in the minority, often stem from cultural misunderstandings, preconceived biases regarding Vietnamese cuisine, or, in some cases, unfair competition in the tourism sector. To improve street food tourism and counter these misconceptions, several strategies are recommended. These include government-led initiatives promoting Vietnamese culinary culture globally, vendor training in business management and cross-cultural communication, and collaborations among local governments, tourism agencies, and the private sector. Additionally, establishing an official tourism blog for Ho Chi Minh City is proposed, allowing for authentic storytelling and data-driven analysis of tourist feedback to inform future marketing and service improvements.