Profile Tourists Using TripAdvisor’s Reviews

The profiling of tourists according to their decision behaviour is not new. Still, the popularity of the Internet and its increasing role in tourist decisions is becoming an essential area of research. TripAdvisor uses various methods to profile tourists based on their interactions and behaviours on the platform. This study utilised TripAdvisor reviews to profile tourists visiting Bragança, Northern Portugal, during the pandemic period of 2020–2022 and the search for quality of life. The analysis involved 1443 comments and classifications from city attractions, hotels, and restaurants. MAXQDA, a qualitative and mixed-methods data analysis software, facilitated content analysis, examining qualitative data and socio-demographic variables, quantifying text analysis using MAXDictio, profile comparison charts, and word exploration. Findings indicated that 2020 had the highest number of comments, with restaurants receiving the most feedback, followed by attractions and hotels. Demographic analysis revealed a predominantly male gender, primarily within the age ranges of 31–60. International tourists outnumbered domestic visitors, with Spain, Brazil, and France being the most prevalent foreign nationalities. Gender was linked to ratings, with a prevalence of maximum positive ratings. While men predominantly provided comments, women expressed more positive sentiments. This research contributes insights into tourist profiles in Bragança, derived from TripAdvisor reviews, including preferences, demographics, and experiences during the pandemic period.