Identification of Semantic Focal Groups for Tourist Packages Based on The Semantic Orientation of Opinions

In tourism, marketing it is very important to take into consideration client opinions. The majority of this type of work focuses on textual classification. We have proposed a methodology that uses a semantic orientation of texts in order to identify: (a) the classification of text-based opinions and, (b) a semantic focal group in which textual opinion differs from polarity. For this reason, we have designed a mechanism that identifies levels of concordance between opinion and emotion in a text. When there is no concordance found between such variables, a focal group can be identified—the latter of which is very important for tourism operators. The results of our proposal are favorable in terms of identifying precision levels and they also help to provide conclusions and scope for future work related to the original proposal.