AL4Tour, “Active Listening for Tourism”, aims to jointly research technological tools that allow the proper management of information generated on the Internet and the development of two case studies on the tourism sector. These two case studies focus on the tourism sector and are based on the technology developed in the project. The first case study focuses on DMOs (Destination Management Organizations) of a tourist destination and the second focuses on the subsector of hotel establishments.

The goal is to go a step beyond the tools available on the web to be able to actively listen to everything that is happening around an organization or destination.

This active listening means being able to react appropriately to the inputs received in a proactive way, enabling organizations or destinations to enter into a conversation within the digital medium.

In the prototype of destinations, given the volume, format and content of the data, the appropriate approach to understand this data is based on using web data mining (or text mining) technologies. The tool is applied in marketing intelligence strategies and activities of a tourist destination. The system extracts and annotates opinions and online discussions related to the destination (they can be segmented by product types) using techniques such as web crawling, wrapping, text and concept classification, and computational linguistics.

The objective of the case study of hotel establishments is based on developing a web scraping system to scrutinize the on‐line reputation (score) that each hotel has on each portal and save it in a centralized system. In each portal, it will be possible to include hotel ratings based on different criteria (such as service, rooms, cleanliness, etc.) that have been provided by users of different profiles (single, couple, family,…).