Social media monitoring model to guide decision making of destination management organization

The widespread adoption of social media by users and organizations has generated an exponential increase in data and content that offer opportunities to be processed into information and knowledge. However, dealing with such data is considered a challenge and requires the use of adequate resources. Considering this scenario, the aim of this study was to present a social media monitoring model to support decision making by DMOs. The model proposed has been tested before and during the 2014 FIFA World Cup, using Curitiba and Foz do Iguaçu (Paraná State) as destinations, having a structured of seven stages. The results of the period were composed of about 50,000 messages, tours and associated ontology application. A large part of the frequency relations, between attractions or between host cities, have been com-patible with their reality in the tourist trade.