Information and Knowledge Society are transforming the habits of users; a phenomenon related to an increase in the quantity and availability of data. Within this context, the choice of a product or service is influenced by the information that exist about these in digital ecosystems. To do this, potential target audiences use the so-called Online Reputational Indexes, known as ORIs, that provide a user-generated valuation of the establishment, to select their products or services.? The aim of this work is to propose a novel procedure to incorporate the user choice in the for business management, by generating the rules of choice of the public, to be incorporated into the decision-making process. The process has been applied in a real example, which has allowed to know, how is the of the stakeholder assessment respect to the three-star, four-star and five-star hotels, in North America, South America, Europe and Asia, to help in the decision process.