Resumo: Online comments made by tourists on different platforms are becoming a valuable source of information that allows destinations to improve their competitive position through an efficient analysis of this information. This study employs content analysis to examine visitors’ comments about Zafra, in Extremadura, Spain, on the TripAdvisor travel platform. The visitor-generated data were analyzed using the software NVIVO Pro 11. The results obtained allow us to determine which are the most commented attractions, the best rated activities or the main points of improvement. In other words, they enable us to understand the perceived online image of the destination.
