Semantic fields to improve business: The hotels case

The decision-making from a tourist depends on the social media experience. For tourists, the importance of qualitative sources (for example, comments in forums of websites, blogs and social networks: Internet technologies) is increasing for tourist enterprises. A representative percentage of tourists choose destinations thanks to the opinions of other users. In this article, we use the methodology of sentiment analysis and opinion mining to capture keywords and linking messages with a singular semantic field to find the principal concepts of online comments collected in Booking and TripAdvisor opinion platforms for tourists staying in hotels. We conclude that hotels find in the semantic fields a tool for observing internal strengths and weaknesses and external opportunities and threats.