Abstract

BATISTA SANCHEZ, Ernesto; SERRANO LEYVA, Beatriz  and  VEGA DE LA CRUZ, Leudis Orlando. COGNITIVE IMAGE OF TOURISM DESTINATIONS. AN APPROACH FROM THE TOURISM DESTINATION HOLGUIN, CUBA. Tend. [online]. 2021, vol.22, n.2, pp.288-308.  Epub Aug 17, 2021. ISSN 0124-8693.  https://doi.org/10.22267/rtend.212202.177.

The purpose of this paper is to evaluate the cognitive image of the Holguin tourism destination, located on the north coast of Cuba. The cognitive image of a tourism destination includes those attributes that a tourist knows or identifies about it. Through the review and contextualization of the image cognitive categories, it was designed an online structured questionnaire formed with 30 items. The data was gathering via an online survey using SurveyMonkey.com through a convenience sampling of 143 international tourists that have prior visited Holguin. Results from the exploratory factor analysis show that cognitive image is grouped into eight factors named Entertainment and culture, Restaurants and security, Variety of sites and sports activities, Accessibility and reputation, Pleasant natural environment, Shopping facilities, Price quality relationship and hospitality, and Beautiful beaches. The multidimensional character of the cognitive image was evidenced, which must be managed to develop positioning strategies of the tourism destination. Results of this study are presented in light of its theoretical and managerial implications for tourism managers.

JEL: C38; C83; M30; M31; M37

Keywords : advertising; brand image; marketing; multivariate analysis; questionnaire..

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