ABSTRACT
The social media have revolutionized communication (Agarwal, Mondal & Nath, 2011) in the travel and tourism industry (Xiang & Gretzel, 2010) especially due to the experiential nature of the tourism product. User-generated content (UGC), with no economic interest behind opinions and accounts, is highly credible and trustworthy for users (Leung, Law, van Hoof & Buhalis, 2013; Litvin, Goldsmith & Pan, 2008) and highly influential for tourist decision-making (Schmallegger & Carson, 2010; Yoo & Gretzel, 2010). As a consequence, knowing what is said by user-tourists on the web 2.0 becomes of major importance for destinations.
