Abstract

This study examines Bolivia’s destination image from the perspective of alternative tourism using a qualitative approach, conducting an analysis of the existing content on travel 2.0 tools. Making use of the CAQDAS NVIVO 12 software, the study first analyzes travel reviews from the TripAdvisor platform written by tourists who visited some of Bolivia’s main tourist attractions, in order to understand their perception after visiting the country. Second, it examines comments on YouTube made by users who watched travel vlogs showcasing Bolivia’s tourist attractions, aiming to comprehend the perceived image of the country. Both analyses were aimed at identifying and comparing tourist attractions suitable for engaging in alternative tourism practices. The results obtained revealed a predominantly positive perception of Bolivia, demonstrating satisfaction among tourists who visited the country and interest in visiting it among those who have not yet been there. This suggests that the existing content on travel 2.0 tools, in this case, social media networks and travel vlogs, about the country’s tourist attractions has a positive influence on shaping Bolivia’s destination image as a suitable place for alternative tourism.