—Hospitality, as one of the sectors in the tourism
industry, continues to show positive trend every year based on
its revenues. In order to understand public opinion, the legacy
method such as interview, questionnaire, and other timeconsuming method is still widely used in this sector. However,
this method is less efficient compared to data analytics
methodology using available data from online source, such as
social media Therefore, we need to conduct a research to see a
better method in order to understand the public opinion in
hospitality sector. There are many methodologies to support
content analysis based on unstructured data to understand
public opinion. In this research, we use content analysis
methodology which consists of Sentiment Analysis, Topic
Modeling, and Text Network Analysis to process 483413
obtained tweets from January 7th until March 28th, 2017. The
twitter data is gained using Python and R language. The whole
process of the research consists of data collection, data
preprocessing, and interpreting the results. We use Rstudio,
Jupyter Notebook and Gephi softwares during the process. As a
case study in the hospitality sector, we use Airbnb as one of the
sharing economy business models that allows other people to
share their space and begins to be widely used by travelers
around the world. Our objective is to understand public opinion
towards Airbnb as online-based sharing economy business
model which becomes a disruptive innovation for tourism
industry. As the result, we are able to apply the combination of
content analysis methods to give a good understanding towards
the public opinion. Text Network Analysis gives us the ability to
summarise large-scale conversation in very fast and real-time
fashion. It provides the knowledge by associate most frequent
words used in social conversations. Sentiment Analysis shows
the feelings and emotion from people about certain topics. Topic
Modelling is able to capture popular topics, thus gives
comprehensive understanding on how people react towards a
new business model