ABSTRACT
The tourism industry is one of the most prominent sectors in analyzing
user-generated content, considering the amount of data on
social media platforms dedicated to this subject. The analysis of
this data can provide insights to better understand customer opinions
about companies’ products and services, supporting decisionmaking
processes. This work presents a study on the Booking and
TripAdvisor platforms. To this end, a comparative analysis of usergenerated
content on tourism social media was conducted, focusing
on hotel data from Santarém, Pará, Brazil, an important tourist
city in the Amazon region. The collected data went through the
pre-processing stage for adaptation and cleaning, where exploratory
analysis, gender analysis, and topic modeling and sentiment
analysis techniques were applied. The results show no significant
difference in the genres that most comment on TripAdvisor and
that both platforms have similar topics. The insights obtained can
guide the public sector towards better governance and improving
business processes.