| Summary: | Social networks’ popularity has enabled new approaches in customer-business relationships,
particularly in regard to tourism. Much of this is due to the global character of social networks, and
the fact that tourists can freely discuss their experiences, making these comments available to others
instantly. References found in literature considered the determinants, motivations and adoption of
other tourists’ evaluations, and how they can be helpful to peers. These studies have been compiled
based on quantitative information, particularly regarding rankings based on the number of comments
and reviewers that companies have on content management sites. However, tourist evaluations go
beyond just assigning a rating—there are also unstructured comments, and these have not been the
object of much analysis. Thus, this work’s focus is on the analysis of the content of comments using
the institutional Dineserv model, applied to restaurants and adapting it to social media.
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