The project seeks to identify, measure and monitor the tourist experience in the Algarve and its impacts on the region's image as a tourist destination, taking into account the individual and global experience and its consequences for the destination's e-WOM. The project thus has four main goals: First, identify the scales and items related to the constructs to assess tourists’ experiences and images of the tourist destination. Second, collect and analyse primary data based on the theoretical framework using three different empirical approaches. Third, build an online platform with useful, relevant and up-to-date information to support stakeholders interested in the decision-making process. Fourth, communicate the results and create a bridge for the transfer of knowledge between the academic community and the industry.