The Personality of Venues: Places and the Five-Factors ('Big Five') Model of Personality

Venues are often described by their type and characteristics, while their level of appreciation by users is indicated through a score (star rating). However the judgement on a particular venue by an individual may more influenced by the individual's experience and personality. In psychology, the five-factor model of personality, or 'Big Five' model, describes an individual's personality in terms of openness, conscientiousness, extraversion, agreeableness and neuroticism. This work explores the notion of 'personality of a venue' by reference to personality traits research in psychology. To determine the personality of a venue, keywords are extracted from reviews of venues, and matched to terms indicative of personality traits dimensions. The work is completed with a human experiment where participants qualify venues according to a set of personality descriptors. Correlations are found between the human annotators and the automated extraction approach.