Analysis of the image of Spain as a tourist destination from social networks.The case of South Korea.

This is the authors' abstract. We don't add key points for this paper.

Today, social networks and electronic Word of Mouth (eWOM) have become a vital element in the communication of tourist destinations.In addition, any destination, in order to continue growing, must advocate for attracting tourists from countries with high spending and growth, as is the case of South Korea.Therefore, the main objective of this paper is to analyse the opinions of South Koreans about Spain, identifying the main problems and the most representative opinions.For this purpose, an analysis of social networks (ARS) will be carried out using the content analysis method.Four social networks have been chosen for their convenience: Eurang, ZZang, Spain Story, Eudiny.The results reveal that Spain has a favourable image in general, and its main attractions are the climate, football and gastronomy.However, there are also certain negative aspects, including insecurity and language.Finally, and from the point of view of the management and promotion of the tourist destination, this research will help the tourist institutions to adapt the offer in order to attract a greater number of tourists.