Este estudo teve como objetivo analisar os efeitos da valência, apelo e clareza das avaliações online no desempenho (não financeiro e financeiro) de hotéis. Os dados foram coletados de fontes primárias, através de um questionário em hotéis brasileiros, e de fontes secundárias, por meio de web scraping na plataforma digital TripAdvisor. Foram utilizadas redes neurais transformers para análise textual multidimensional de 89.290 avaliações online e, posteriormente, empregou-se a modelagem de equações estruturais (PLS-SEM) para investigar as relações do modelo empírico. Os resultados mostram que a valência (sentimento e rating reputacional) e a clareza (detalhamento e compreensibilidade) das avaliações online estão positivamente associadas ao desempenho não financeiro e que as avaliações online com apelo emocional estão negativamente associadas ao desempenho não financeiro. Verificou-se, ainda, que o desempenho não financeiro afeta positiva e significativamente o desempenho financeiro dos hotéis
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A Turismo: Visão e Ação vinculado ao Programa de Pós-Graduação em Turismo e Hotelaria - Mestrado e Doutorado, é um periódico científico de publicação no sistema de fluxo contínuo, interdisciplinar e de alcance internacional, classificada, segundo os critérios Qualis/CAPES (2017-2020), como 'A3' na área de Administração, Ciências Contábeis e Turismo. Registrada no ISSN sob o número 1983-7151, a Turismo: Visão e Ação iniciou suas atividades em 1998 com publicações impressas, nas versões inglês e português. Em 2008, transformou-se em publicação On-Line, com alcance maior do público interessado, mantendo como política de ser um periódico de acesso aberto e sem cobranças de taxas de submissão e acesso aos artigos. A Turismo: Visão e Ação (TVA) possui como título abreviado do periódico Tur., Visão e Ação, usado em bibliografias, notas de rodapé, referências e legendas bibliográficas.
