The purpose of this research project is to assess the level of convergence between online brand identity and online brand image in a developing tourism destination. The proposed AWC framework (Assessing Web Convergence) has been previously applied to large well-established destinations, and has been recommended for consideration for small or less well-known destinations. The operative process involves extracting information from the web, processing it by text mining techniques, and interpreting it in order to monitor the level of convergence between online brand identity and online brand image. As such, the framework can play an important role in the branding process since it allows a destination to increase the flow of information on which to build or strengthen its identity by aligning its image with the developing reputation.