SciELO - Scientific Electronic Library Online

vol.12 issue2The impact of eWOM: a study on the adoption of opinions on consumer online communitiesTourism capacity as organizational performance assumption: A study in the hotel sector author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand




Related links

  • Have no similar articlesSimilars in SciELO


Tourism & Management Studies

Print version ISSN 2182-8458


SUAREZ, María José Andrade  and  FRANCO, Iria Caamaño. Image of Camino de Santiago: Analysis of its promotional representation as a tourist product. TMStudies [online]. 2016, vol.12, n.2, pp.38-46. ISSN 2182-8458.

In the context of intense competition between destinations, the tourist image is an important element of differentiation. The perceived image is associated with beliefs and impressions about the destination; the projected image becomes an important phenomenon for the promotion and marketing of destinations. In this paper we analyze the promotion campaigns carried out by the regional administration about the Camino de Santiago in recent decades (the context, evolution, actors, promotion strategies, communication activities, materials and symbols) and the correspondence between communication (projected image) and the perceived image by the pilgrims (through the analysis of 2,000 surveys). The empirical study, which takes into account the tourist image of the Camino de Santiago from the point of view of tourists/pilgrims and the projected image, has confirmed the existence of some differences between both, which allows to identify the correspondence or fit between these elements to improve of destination competitiveness.

Keywords : Perceived image; projected image; promotion; marketing; Camino de Santiago.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )


Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License