<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2182-8458</journal-id>
<journal-title><![CDATA[Tourism & Management Studies]]></journal-title>
<abbrev-journal-title><![CDATA[TMStudies]]></abbrev-journal-title>
<issn>2182-8458</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2182-84582020000300007</article-id>
<article-id pub-id-type="doi">10.18089/tms.2020.160301</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Hybrid preference assessment for tourism research using solicited and unsolicited opinions: an application in rural tourism]]></article-title>
<article-title xml:lang="es"><![CDATA[Evaluación de preferencias híbridas para la investigación turística utilizando opiniones solicitadas y no solicitadas: una aplicación en turismo rural]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández-Gámez]]></surname>
<given-names><![CDATA[Manuel Ángel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bendodo-Benasayag]]></surname>
<given-names><![CDATA[Elias]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Serrano]]></surname>
<given-names><![CDATA[José Ramón]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pestana]]></surname>
<given-names><![CDATA[Maria Helena]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Málaga Department of Finance and Accounting ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of Málaga Program in Tourism ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,University of Málaga Department of Finance and Accounting, ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,ISCTE-IUL  ]]></institution>
<addr-line><![CDATA[Lisbon ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>09</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>09</month>
<year>2020</year>
</pub-date>
<volume>16</volume>
<numero>3</numero>
<fpage>7</fpage>
<lpage>13</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2182-84582020000300007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2182-84582020000300007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2182-84582020000300007&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Social media analysis is a powerful tool for tourism research that, at a relatively low cost, can be used to manage and process large datasets of comments, ratings, and shares from different online communities. However, the heterogeneous nature of unsolicited opinions, the complexity of natural language assessment, and differences in the characteristics of social-data sources hinder the accurate assessment of preferences. Likewise, the use of solicited data sources, such as direct polling, is typically resource-intensive, time-consuming, and geographically limited. We analyze a hybrid approach that combines active polling with passive social media analysis to rate tourist experience. To this end, we present a novel multiple criteria decision analysis model for preference-extraction from solicited and unsolicited data. The proposed approach can significantly reduce the number of polls required to accurately assess the preferences of a community, especially when surveying rural destinations, which are sparsely populated geographic areas situated outside cities and towns.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El análisis de las redes sociales es una herramienta poderosa para la investigación turística que se puede utilizar para administrar y procesar grandes conjuntos de datos de comentarios, calificaciones y acciones de diferentes comunidades en línea. Sin embargo, la naturaleza heterogénea de las opiniones no solicitadas, la complejidad de la evaluación del lenguaje natural y las diferencias en las características de las fuentes de datos sociales dificultan la evaluación precisa de las preferencias. Analizamos un enfoque híbrido que combina encuestas activas con análisis pasivos de redes sociales para calificar la experiencia turística. Con este fin, presentamos un nuevo modelo de análisis de decisión de criterios múltiples para la extracción de preferencias de datos solicitados y no solicitados. El enfoque propuesto puede reducir significativamente el número de encuestas requeridas para evaluar con precisión las preferencias de una comunidad, especialmente al encuestar a destinos rurales, que son áreas geográficas escasamente pobladas situadas fuera de las ciudades y pueblos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Social media analysis]]></kwd>
<kwd lng="en"><![CDATA[online communities]]></kwd>
<kwd lng="en"><![CDATA[tourists&#8217; preferences]]></kwd>
<kwd lng="en"><![CDATA[rural tourism]]></kwd>
<kwd lng="en"><![CDATA[multiple criteria decision analysis]]></kwd>
<kwd lng="es"><![CDATA[Análisis de redes sociales]]></kwd>
<kwd lng="es"><![CDATA[comunidades en línea]]></kwd>
<kwd lng="es"><![CDATA[preferencias de los turistas]]></kwd>
<kwd lng="es"><![CDATA[turismo rural]]></kwd>
<kwd lng="es"><![CDATA[análisis de decisión de criterios múltiples]]></kwd>
</kwd-group>
</article-meta>
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