The amount of texts available on the web is growing continuously and making sense of this unstructured data efficiently and effectively, therefore, poses a demanding challenge for organizations. Although computer science community has developed many techniques, there is ample room for improvement on organizational utilization of such text data, especially when referring to decision-making support. In this article, we propose and validate a framework towards an effective use of text data inside hotel industry, bringing tourism sector to this discussion. We combined three text mining techniques for text classification, sentiment analysis and topic modeling in a novelty way to allows managers to analyze guests' comments and compares competitors in hospitality industry based on SERVQUAL. Our objective is to present an automatized process involving text data collection and analysis, improving decision-making process.