Resumo: In Ecuador, rural destinations thrive due to geographical diversity. Establishments like lodges and cabins have gained strength, offering nature-centric experiences. To sustain appeal, these ventures need constant innovation. Given the significance of digital platforms, this study analyzes TripAdvisor comments on rural tourism services. The research employs codes based on rural tourism concepts to assess positive or negative perceptions. Through this qualitative analysis, the aim is to understand how tourists value experiences in rural destinations—crucial for the evolution and satisfaction of the sector.
