Exploring consumer behavior through user-generated content on TripAdvisor. The case of Holguin destination

Elizabeth del Carmen Pérez Ricardo, Ernesto Batista Sánchez, Justa Ramona Medina Labrada, Francisco Fidel Feria Velázquez


The present study explores consumer behavior of tourists throughuser-generated content by presenting a method that utilizes online reviews and text processing techniques in analyzing behavior patterns. The current study examined 7,856 travel reviews from TripAdvisor written by international tourists visiting Holguin (Cuba) destination. This method includes the overall process of converting raw data into useful information, which comprises selection, pre-processing, data mining and interpretation. Data are collected from online review platforms rather than from traditional databases, and the first step is data crawling. Then, unstructured review content is transformed into suitable formats for analysis. The final step is exploratory data analysis, which includes both data mining and interpretation. Findings show that the cognitive dimension of the experience predominates in consumer’s behavior. The study identifies topics that could be used by destination management organizations to promote this destination and highlights the advantages of applying a data science approach.

Keywords: Consumer behaviour; User-generated content; Text mining; Sentiment analysis; Tourist destination


El presente estudio analiza el comportamiento del consumidor a través del contenido generado por el usuario, al presentar un método que utiliza reseñas en línea y técnicas de procesamiento de texto para analizar patrones de comportamiento. Fueron examinados 7.856 reseñas de viajes de TripAdvisor, escritas por turistas internacionales que visitan el destino Holguín (Cuba). Los datos se recopilan de plataformas de opinión online en lugar de bases de datos tradicionales y este contenido no estructurado se transforma en formatos adecuados para el análisis exploratorio, que incluye tanto el procesamiento como la interpretación de datos. Los hallazgos muestran que la dimensión cognitiva de la experiencia predomina en el comportamiento del consumidor. El estudio identifica temas que las organizaciones de gestión de destinos podrían utilizar para promover este destino y destaca las ventajas de aplicar un enfoque de ciencia de datos.

Palabras clave: Comportamiento del consumidor; Contenido generado
por el usuario; Minería de texto, Análisis de sentimiento;
Destino turístico

Received: 2022-11-15 Accepted for publication: 2022-11-30 Published: 2022-12-31

Palabras clave

consumer behavior, user-generated content, text mining, sentiment analysis, tourist destination

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DOI: http://dx.doi.org/10.4067/S0718-235X2022000200184

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