Market research topics and methodologies are gaining presence in the most syllabus of university degrees. Today's students will probably become business managers of companies commercializing different products and services, such as hotels, restaurants, or cultural products and services. Because of this, they must learn how to apply quantitative and qualitative market research techniques to know about customer needs. Traditionally, quantitative methodologies have prevailed in both research and university curriculums. However, the popularization of Information and Communication Technologies has made qualitative research more necessary than ever. Most customers express their reviews and opinions on digital platforms such as Booking, Tripadvisor, or Trivago. And this is one of the most credible and influential sources of information for other potential customers. Because of this, future business managers must learn how to analyze the valuable information provided by customers through this platform. A practical exercise was proposed to a group of tourism students to identify substantial aspects and improvement areas in the management of tourism companies by using qualitative user-generated content analysis. This topic identification has critical managerial implications for improving the satisfaction level of tourism companies' customers.