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La generación de la imagen del destino a través de las fuentes de información y comunicación turística: El caso Gallego

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  • Mª José Andrade Suárez
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    Abstract

    Resumen: Se demuestra empíricamente que tanto la variedad como la tipología de fuentes de información y comunicación a las cuales los individuos están expuestos poseen un efecto significativo sobre la formación de la imagen percibida del destino. El objetivo de esta investigación reside en identificar la naturaleza multidimensional de la imagen turística y estudiar los principales instrumentos de comunicación e información turística que influyen en su construcción, lo cual se considera de vital importancia de cara a la correcta promoción y comercialización del mismo. En concreto, tras una aproximación teórica al proceso de formación de la imagen, se analizará el efecto moderador de las fuentes de información turística secundarias (autónomas, orgánicas e inducidas) sobre ésta. El estudio empírico, fruto de un diseño metodológico que combina una investigación inicial cualitativa y otra posterior cuantitativa realizada un total de 391 cuestionarios, ha sido aplicado al turismo rural en Galicia y ha permitido comprobar que existe una relación moderada entre ambas variables. Abstract: It is demonstrated empirically that both the variety and the type of information and communication sources to which individuals are exposed have a significant effect on the formation of the perceived image of the destination. The objective of this research is identify the multidimensional nature of the tourist image and study of tourist communication and information tools that influence its creation, which is considered of vital importance in view of the right promotion and marketing of it. Specifically, after a theoretical approach to the process of image formation, we analyze the moderating effect of the secondary tourist information sources (autonomous, organic and induced) on it. The empirical study, result of a methodological design that combines an initial qualitative investigation and a subsequent quantitative conducted a total of 391 questionnaires, has been applied to rural tourism in Galicia and has shown that there is a moderate relationship between two variables.

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    Bibliographic Info

    Article provided by Universidades Públicas de Andalucía in its journal Revista de Estudios Regionales.

    Volume (Year): 01 (2012)
    Issue (Month): ()
    Pages: 17-41

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    Handle: RePEc:rer:articu:v:01:y:2012:p:17-41

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    Keywords: Imagen turística; Fuentes de información y comunicación; Tourism image; Sources of information and communication;

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