Valoración económica de la imagen de un destino


  • Mª Magdalena Carballo
  • Jorge E. Araña
  • Carmelo León
  • Matías González
  • Sergio Moreno


Palabras clave:

valoración económica, imagen, destino


El presente trabajo desarrolla una nueva metodología de valoración de la imagen de des- tinos que incorpora dos principales ventajas sobre los métodos empleados hasta ahora: (1) permite disociar la imagen de un lugar geográfico (destino), de la imagen del usuario con la experiencia vacacional objetiva en dicho destino; diferenciando así entre la medida de la dimensión de imagen percibida, la medida de la experiencia percibida, y finalmente, la medida de la experiencia percibi- da influida por la dimensión de la imagen percibida y (2) permite valorar económicamente la ima- gen de un destino turístico. Los resultados tienen implicaciones para la evaluación de los recursos económicos que los destinos invierten con la finalidad de ser más competitivos en el mercado, y ayudan a mejorar la planificación de los esfuerzos del marketing que se realizarán para mejorar la imagen de los destinos


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Biografía del autor/a

Mª Magdalena Carballo

Universidad de Las Palmas de Gran Canaria (España)

Jorge E. Araña

Universidad de Las Palmas de Gran Canaria (España)

Carmelo León

Universidad de Las Palmas de Gran Canaria (España)

Matías González

Universidad de Las Palmas de Gran Canaria (España)

Sergio Moreno

Instituto de Turismo y Desarrollo Económico Sostenible (TIDES). Cátedra UNESCO de Planificación. Turística y Desarrollo Sostenible. Universidad de Las Palmas de Gran Canaria (España)


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Cómo citar

Carballo, M. M., Araña, J. E., León, C., González, M., & Moreno, S. (2011). Valoración económica de la imagen de un destino. PASOS Revista De Turismo Y Patrimonio Cultural, 9(1), 1–14.