Heritage Destination: Weaknesses and Strengths Based on the Opinions of Its Visitors—Case Study: The Alhambra and Generalife

This study proposes a methodology to detect weaknesses and strengths of a heritage destination. This methodology is based on the analysis of comments and opinions published by visitors on travel blogs and TripAdvisor. For the content analysis, the NVivo software has been used. The content analysis allows the identification of key aspects of the experience of tourists. The semantic network graphically shows the strengths and weaknesses. The research was carried out at two different time points, which have allowed to show, on the one hand, the relevance that the state of conservation of heritage destination has in the tourist experience and, on the other hand, that the proposed methodology helps managers of the heritage destination to improve the cultural tourist’s experience with the destination.