Combining User and Venue Personality Proxies with Customers’ Preferences and Opinions to Enhance Restaurant Recommendation Performance

Abstract

Recommendation systems are popular information systems that help consumers manage information overload. Whilst personality has been recognised as an important factor influencing consumers’ choice, it has not yet been fully exploited in recommendation systems. This study proposes a restaurant recommendation approach that integrates customer personality traits, opinions and preferences, extracted either directly from online review platforms or derived from electronic word of mouth (eWOM) text using information extraction techniques. The proposed method leverages the concept of venue personality grounded in personality–brand congruence theory, which posits that customers are more satisfied with brands whose personalities align with their own. A novel model is introduced that combines fine-tuned BERT embeddings with linguistic features to infer users’ personality traits from the text of their reviews. Customers’ preferences are identified using a custom named-entity recogniser, while their opinions are extracted through structural topic modelling. The overall framework integrates neural collaborative filtering (NCF) features with both directly observed and derived information from eWOM to train an extreme gradient boosting (XGBoost) regression model. The proposed approach is compared to baseline collaborative filtering methods and state-of-the-art neural network techniques commonly used in industry. Results across multiple performance metrics demonstrate that incorporating personality, preferences and opinions significantly improves recommendation performance.