The main objective of this research is to analyse the perception of visitors in protected natural areas struggling with mass tourism. An exhaustive analysis is carried out of both the tourist activity and the profile of the tourists in the Garganta de los Infiernos Natural Reserve (Extremadura, Spain). It studies variables such as the number of visitors, their personal profile, their perception of the protected area after the visit, etc. The method used was non-experimental, descriptive, qualitative and analytical, and it allowed for a better understanding of the profile of the visitors: sex, age, origin, professional profile, etc. The results show the visitors’ conviction about the need to properly manage areas of public use, mainly due to the notable and partly uncontrolled growth of tourism activity during certain periods of the year. On the other hand, the relevance of the actions of the Governing Board of the Natural Reserve is highlighted, as it guarantees public participation and channels the opinions of the main partners involved in the management of the protected area, to ensure a responsible management of tourism activity and improve its quality.

The abundance of digital content requires cost-effective technologies to extract the hidden meaning from media objects. However, current approaches fail to deal with the challenges related to cross-media analysis, metadata publishing, querying and recommendation that are necessary to overcome this challenge. In this paper, we describe the EU project MICO (Media in Context) which aims to provide the necessary technologies based on open-source software (OSS) core components