عنوان مقاله [English]
Aim and Introduction: Sustainability is one of the considerable challenges we widely face these days. Transformation into a more vibrant life provides a city for social, economic, and environmental interaction in which people can prosper, and hence sustainable transportation comes into play. Accordingly, public concerns about sustainable solutions in the urban transportation industry have increased, followed by discussions on public transportation, taxi apps, and ride-sharing. On the other hand, with the increasing emergence and development of social networks, customers can freely express their opinions without being bound by predefined issues. Moreover, social network analytics is an opportunity for organizations to understand the priorities of a large portion of their customers while spending less time and money compared to traditional research methods such as surveys. Twitter is now an accessible and valuable resource to access customers' feedback and what is on their minds. The present study has tried to identify the mentality of users of a transportation system by using data mining and text mining on Twitter so that the factors affecting the tendency of people to use any urban transportation mode have been investigated and prioritized. This article provides a model for improving the sustainability of urban transportation systems.
Methodology: Given that conducting field research or quantitative studies is very expensive, and the information obtained in this way is limited to certain customers, analyzing the contents produced by users on social media is a necessity for any organization. Compared to conventional methods of communication, social media have unique features. This study used Twitter since it has the highest growth rate among all social media platforms. Using the sentiment analysis, we determine what aspects of the organizations' management should improve to ensure their sustainable performance. Twitter sentiment analysis provides an easy and reliable way for businesses to monitor people's feelings towards their brands, businesses, and stake holders.
This research is of a fundamental type and tries to design and develop a model for the purpose of evaluating sustainable transportation. used as data related to transportation and collected all the required information sources using hashtags and with the help of text mining technique which is also known as text analysis and sought to extract high-quality and desired information in the form of Structured use and then with the help of sentiment analysis, we explored the recognition of positive, negative and neutral emotions about transportation issues in the texts. In fact, by analyzing emotions, opinions, feelings, behaviors, tendencies and emotions written with a written language, we analyze them and proceed to the final analysis. The result of the analysis provides sustainable transportation tools for use by policy makers and transportation network investors.
Findings: The results of this analysis show that the price factor, according to Twitter users' feedback, has the greatest impact on choosing the type of transportation while maintaining stability. Other main and important factors besides "price", according to the statistics published in the analysis, are "air pollution", "traffic", "vehicle fuel", "vehicle model", "driver age", "salary" and passenger age . . . , employment and usage, routing, parking and driver gender, and vehicle monitoring are ranked next in terms of the number of Twitter users, respectively.
Discussion and Conclusion: Also, the result of this research shows that, contrary to the idea, in addition to important issues such as price, pollution, traffic and parking, car model, driver's age and even driver's gender and car cleanliness are also important for passengers. On the other hand, the salary and age of the passenger are also important for drivers. The placement of these indicators together leads to the belief that in today's society, as the society grows older, the complexity and tastes also increase, but on the other hand, the exchange of information becomes easier with the advancement of technology. The results of this study can be provided to investors, policy makers and customers of taxi applications to improve the sustainable transportation system. With the help of these results, investors design and invest in sustainable transportation systems and marketing programs according to the characteristics expected by customers and advance their advertising. Customers' willingness to use such a sustainable system will guide policy makers to develop sound policies regarding investors, customers, and citizens, and identify the needs of transportation customers to increase their satisfaction. Knowing the indicators, tastes and priorities of people in using means of transportation can be an opportunity for entrepreneurs and investors for entrepreneurship and investment in the field of urban transportation.