AI-powered insights: Analysing visual and textual content on social media for destination marketing management

[EN] The goal of this doctoral dissertation is twofold: first, to establish a new methodology that leverages the continuous generation of user-generated content on social media to analyse tourist destinations (objectives 1 to 4); and second, to understand how tourists construct and reveal their experiences at a destination based on their behaviour and interactions (objectives 5 to 12). This dual approach ensures that the research not only contributes a novel methodological framework but also applies it to gain deeper insights into the dynamics of tourist engagement and destination perception.