MMKG-PAR: Multi-Modal Knowledge Graphs-Based Personalized Attraction Recommendation

Abstract

As the tourism industry rapidly develops, providing personalized attraction recommendations has become a hot research area. Knowledge graphs, with their rich semantic information and entity relationships, not only enhance the accuracy and personalization of recommendation systems but also energize the sustainable development of the tourism industry. Current research mainly focuses on single-modal knowledge modeling, limiting the in-depth understanding of complex entity characteristics and relationships. To address this challenge, this paper proposes a multi-modal knowledge graphs-based personalized attraction recommendation (MMKG-PAR) model. We utilized data from the “Travel Yunnan” app, along with users’ historical interaction data, to construct a collaborative multi-modal knowledge graph for Yunnan tourist attractions, which includes various forms such as images and text. Then, we employed advanced feature extraction methods to extract useful features from multi-modal data (images and text), and these were used as entity attributes to enhance the representation of entity nodes. To more effectively process graph-structured data and capture the complex relationships between nodes, our model incorporated graph neural networks and introduced an attention mechanism for mining and inferring higher-order information about entities. Additionally, MMKG-PAR introduced a dynamic time-weighted strategy for representing users, effectively capturing and precisely describing the dynamics of user behavior. Experimental results demonstrate that MMKG-PAR surpasses existing methods in personalized recommendations, providing significant support for the continuous development and innovation in the tourism industry.