Fonte: Journal of Tourism & Development; n. 24 (2015); 109-123
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Resumo: The study of the behaviour of tourist consumers and its modeling have been the aim of research during years, cause its knowledge helps to satisfy the consumers, guide the decision by public and private managers and achieve strong positioning as compared to other competing destinations. It is important in the current situation where apart from changes in the economic situation which affect the progress of the tourism activities, changes in demand occur in terms of new wants and needs.The image of a destination is a determinant factor by consumers when they choose the destination, therefore it is a relevant variable for studying of behaviour of tourist consumers as a key factor for destinations’ competitiveness. Before the image influences the behaviour, it has to be formed, so it is important to analyse what influences the image. The aim of this paper is to analyse the background or determinants of image of visitors; between these determinants are the individual characteristics, like motivation (personal factor), and the previous experience with the destination (stimulative factor).This paper analyse the effect of these variables in the image of a destination, focused on the town of Cuenca, with the final aim of getting increase the attractive and the competitiviness of tourist destinations.
