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A very interesting contemporary source of data, which has experienced enormous growth with the rise of social media, is user-generated content (UGC). Online travel reviews (OTRs) on hospitality services and destination attractions have grown exponentially. For instance, TripAdvisor (TA) currently hosts 465 million opinions about 7 million tourism products, services and attractions. In this respect, UGC is considered a very influential source in the formation of a destination image, as it contains the disinterested first-hand experiences and perceptions of tourists (Marine-Roig and Anton Clavé, 2016a). Destination image can be defined as the sum of beliefs, ideas and impressions that a tourist holds about a place (Crompton, 1979). It is a complex and multidimensional social construct (Marine-Roig, 2015) formed by cognitive, affective, conative (Gartner, 1993) and spatial (Marine-Roig & Anton Clavé, 2016b) components. The spatial component of image is related to the (in) visibility of places in perception. Perception, especially in tourism, is spatially organized (Golledge and Stimson, 1997). This spatial component is strongly bound to tourists’ behaviour, as it directs tourists to their objectives and can act as an organizer of activity (Marine-Roig and Anton Clavé, 2016b).