Imagen cognitiva de los destinos de interior desde la perspectiva de residentes y visitantes: una aplicación empírica en 4 regiones españolas

In the current tourism environment, the destination image has become one of the main strategic instruments to achieve a different positioning in relation to competitors. In this context, the aim of this research is to analyze how the cognitive image of the interior destinations is formed from the perspective of two groups: residents and visitors. For this, a study was developed, based on a survey consisting of 933 personal interviews in the four interior tourist regions. The results provide useful information to public institutions and private business pointing out the main pillars that need to be worked on in order to improve the image of these destinations and generate competitive advantages.