Business Analytics in Tourism: Uncovering Knowledge from Crowds

Abstract Business Analytics leverages value from data, thus being an important tool for the decision-making process. However, the presence of data in different formats is a new challenge for analysis. Textual data has been drawing organizational attention as thousands of people express themselves daily in text, like the description of customer perceptions in the tourism and hospitality area. Despite the relevance of customer data in textual format to support decision making of hotel managers, its use is still modest, given the difficulty of analyzing and interpreting the large amounts of data....