The opinions expressed in the digital environment generate vast and valuable content that must be analysed to provide recommendations to tourism managers. Analysing users’ opinions and feelings makes it possible to evaluate and highlight specific aspects of the hotel, restaurant, transport, heritage and/or cultural events, with a view to improving the quality of service, increasing consumer satisfaction and, consequently, increasing customer loyalty. Sentiment analysis can be applied to reviews to gain more insights into the image dimensions of tourist destinations, gastronomy, guest preferences in hotels, tourist transport experience, heritage or museum activities, taking into account opinions of travellers generated on social media.
