Activity of brazilian tourism agencies in social media

An analysis using natural language processing

Authors

Keywords:

Content marketing, Social media, User generated content, Natural language processing, Sentiment analysis

Abstract

This paper aims to analyze the activity of two Brazilian tourism agencies in social media and the online behavior of their consumers. Natural language processing resources were used, supported by sentiment analysis and content analysis techniques. The main results show that there is a prevalence of positive comments on the companies’ pages, and companies are more responsive to users on pages that have a higher number of positive comments. There is also a tendency towards greater interaction by companies with user comments that express positive emotions.

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Author Biography

Marlusa de Sevilha Gosling, Universidade Federal de Minas Gerais (UFMG)

Pós-Doutora em Gestão de Turismo pela Universidade do Algarve, Portugal

Doutora em Adminsitração

Professora Associada de Marketing UFMG

Published

2023-06-07

How to Cite

Duarte Guedes, D. M., & de Sevilha Gosling, M. (2023). Activity of brazilian tourism agencies in social media: An analysis using natural language processing. Perspectivas Em Ciência Da Informação, 28(Fluxo Contínuo), e25280. Retrieved from https://periodicos.ufmg.br/index.php/pci/article/view/25280