| Resumo: | In the last decade, the development of social media and digital technology, have empowered customers to strongly engage with firms, to freely behave choice wise and to influence other customers either positively or negatively. In fact, it not only has impact in possible customers but also in managers, who can take advantage from content generated on internet to improve customer experience. This study aims to extract latent information on visitor perception and experience through sentiment analysis from user generated content. Several findings were unveiled. In general, satisfaction and sentiment differ between the eight theme parks, wherein the three theme parks with higher positive sentiment were Disney’s Animal Kingdom, followed by Universal’s Islands of Adventures, after Discovery Cove and finally SeaWorld. Furthermore, it was found on one hand that drivers of customer’s satisfaction are associated with sentiments such as “fun”, “great”, “lovely” and “amazing”, and on the other hand experience and services such as “rides”, “water”, “dolphins”, “experience” and “show”. Those results are valuable to support theme park management to improve the guest experiences and consequently achieve sustainable competitive advantage.
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