Authors - Kavisruthi K, Anet Reji, Adhrushta V, Sangeetha Gunasekar Abstract - The aim of the study is to identify and analyze the factors that contribute to positive emotions expressed by visitors about the Taj Mahal based on user-generated content, a top destination for tourists in India. The reviews were scrapped from Trip Advisor.com, from which 77 themes have been identified using BERTopic modeling, reflecting both positive and negative aspects of the visitor experience. These 77 themes were grouped into 9 broader themes like value for money, history, time of visit, architecture, location, facility, tours, memories, and crowd which influence the positive and negative emotions of the visitors to heritage sites. Logistic regression is used to study the impact of the variables on customer satisfaction. Except for the variables location and memories, all the other variables significantly affect whether visitors give a star rating or not. These insights are valuable to tourist destination managers in helping them better strategies for enhancing tourist satisfaction.
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