This work aims to identify the elements associated with the aff ective image of the tourist destination Vale dos Vinhedos, in the state of Rio Grande do Sul, relating the words expres[1]sed by the tourists in their reviews on the TripAdvisor website. The methodology involves qualitative data analysis and content analysis, through a sampling of reviews on TripAdvisor, generating 2,.380 comments about the tourist destination. In the data analysis, the IRA[1]MUTEQ software and the R software were used to create the fi gures based on the tourists’ comments. The results showed that the analyses of aff ective image of the tourists are as[1]sociated with Vale dos Vinhedos, based on comments that used positive words about the place, highlighting the excellent potential for development of the tourist destination and the consolidation of wine tourism, as the most frequently used words in the database, related to the wineries are: cultural, historical, gastronomic, and the diff erent types of tourist servi[1]ces in the region. It is concluded that the words used by tourists on the TripAdvisor website show that the aff ective image of Vale dos Vinhedos indicates it to be a tourist destination with excellent tourist attractions, with a focus on local culture, gastronomic experiences, wine tourism, and with a wide range of services for tourists.