Resumo: Rural tourism destinations are increasing in popularity due to the travel experiences they offer that are different from other types of tourism. Nevertheless, these destinations can improve their competitiveness and when creating effective marketing strategies determining the image that is perceived of these destinations is useful. User-generated content (UGC) has become a source of information that allows us to know the destination image of a territory and influences the visiting behavior of potential tourists. The objective of this work focuses on analyzing the tourism image projected by the Tajo-Salor-Almonte region (Cáceres, Spain) for the development of tourism marketing strategies in the territory based on the elements most valued by tourists, discovering the differentiating elements of the destination. An evaluation of this rural tourism destination is carried out through the analysis of the headings of Tripadvisor comments on hotels, restaurants, and tourism attractions. This provides a better understanding of attitudes and behavior of tourists towards this emerging destination. A quantitative-qualitative content analysis is used to extract useful information on the topics most frequently mentioned by tourists in this destination. The results show that destination managers and entrepreneurs should focus their marketing communications around three key items: tranquility and relaxation, the gastronomic offer and the rural environment and its history. Analysis based on UGC is useful for business and destination managers, as it allows them to create strategies for tourism destinations and establishments by adapting them to the tastes and preferences of tourists. In the case of rural tourism destinations, UGC can help them to be more visible on different platforms and attract new flows of tourists.
