1. Image analysis of a tourist destination: Malaga, Spain
Fernando Almeida-García
Janire Domínguez-Azcue
University of Malaga, Spain

2. Image analysis of a tourist destination: Malaga, Spain
OBJECTIVES
Perform an analysis of the current image of the city and of the target one.
Take a close look at the tourists’ attitudes towards Malaga city
Improve or design new differentiation strategies.

3. Image analysis of a tourist destination: Malaga, Spain
LOCALIZATION

4. Centre Pompideu Malaga
Image analysis of a tourist destination: Malaga, Spain
“Sun and sand” tourism
V.S.
La Malagueta
Cultural tourism
Centre Pompideu Malaga

5. METHODOLOGY Descriptive analysis Inferential analysis
Image analysis of a tourist destination: Malaga, Spain
METHODOLOGY
Descriptive analysis
- 301 valid responses
A 61-item self-report questionnaire
Five-point Likert-type scale
SPSS v.20
Inferential analysis
(Mann-Whitney test)
Comparative analysis
(Been to the city / Not yet)
Factorial analysis
(VARIMAX rotation and Kaiser Normalization)

6. Image analysis of a tourist destination: Malaga, Spain
RESULTS
Descriptive analysis: Average rating of the sources of information

7. Average rating of each attribute
Image analysis of a tourist destination: Malaga, Spain
Average rating of each attribute

8. Average rating for the attributes of the cognitive component
Image analysis of a tourist destination: Malaga, Spain
Average rating for the attributes of the cognitive component

9. Affective component Stressful
Image analysis of a tourist destination: Malaga, Spain
Affective component
Stressful

10. Factor analysis of destination image (1/2)
Image analysis of a tourist destination: Malaga, Spain
Factor analysis of destination image (1/2)
Factor 1
Factor 2
Factor 3
Factor 4
Factor 5
C12
Malaga is a great place to go shopping
0,354
C15
Malaga is the perfect place for hosting meetings or workshops
0,536
C16
Malaga is a place that transmits modernity
0,750
C17
Malaga has good accommodation infrastructures
0,594
C18
Malaga is a trendy place
0,640
C19
Malaga has a good development of the general infrastructures (transport, access roads, connections, health, security, etc.)
0,676
C20
Malaga has a wide variety of scheduled events and activities
0,595 C2
Malaga has an attractive local cuisine
0,737 C3
Malaga has a diversity of attractions close to the city
0,601 C4
Malaga has very interesting historical and cultural places
0,687 C6
Malaga has an unique tradition and way of life
0,478
C11
Malaga has an interesting urban landscape
0,515
C14
Malaga offers cultural activities of great interest
0,674

11. Factor analysis of destination image (2/2)
Image analysis of a tourist destination: Malaga, Spain
Factor 1
Factor 2
Factor 3
Factor 4
Factor 5 A1
Boring_amusing
0,561 A2
Stressful_relaxing
0,695 A3
Depressing_exciting
0,688 A4
Unpleasnat_Pleasent
0,677 C1
Residents in Malaga are hospitable and friendly
0,466 C9
Malaga has an attractive nightlife and entertainment
0,648
C10
Malaga has a good quality-to-price ratio
0,683
C13
Malaga has a good weather
0,690 C5
Malaga has an unpolluted / non-congested environment
0,686 C7
Malaga offers personal safety
0,548 C8
Malaga presents proper cleaning and general hygiene
0,646
% Variance
13,293
13,256
9,483
9,384
8,359
% Accumulated
26,549
36,032
45,416
53,416
α Cronbach
0,805
0,808
0,694
0,671
0,554
Number of items 7 6 4 3
Bartlett’s Sphericity Test χ2 (276) = 2405,393 (p=0,000)
KMO Index = 0,877
α Cronbach (24 items) = 0,832

12. Factor 1: infrastructure and fashion
Image analysis of a tourist destination: Malaga, Spain
Factor 1: infrastructure and fashion
Factor 2: cultural environment and the particularity of the destination
Factor 3: affective image
Factor 4: lifestyle and day to day aspects
Factor 5: the atmosphere of the destination that the individuals perceive.

13. multidimensional phenomenon
Image analysis of a tourist destination: Malaga, Spain
CONCLUSIONS
The destination image =
multidimensional phenomenon
cognitive
affective
Cognitive assessments of the individuals on the characteristics of the destination
The feelings and motivations the individuals have for this place
Both will be used by tourists to discriminate between tourist destinations and to help them when choosing a place to visit.

14. Most foreigners have no information of the city.
Image analysis of a tourist destination: Malaga, Spain
What about Malaga’s image?
Most foreigners have no information of the city.
The city is more associated to the “sun and sand” tourism that to the cultural tourism.
Malaga’s climate is more appreciate than cultural interest.
In general, Málaga has a positive image.
IT TAKES A LOT OF TIME AND HARD WORK FOR A DESTINATION TO MAKE THE INDIVIDUALS CHANGE THEIR PERCEPTION OF IT

15. Image analysis of a tourist destination: Malaga, Spain
Marketing plays a very important role and destinations should use the convenient marketing tools to make individuals have the closest image from the destination they want to.

16. Image analysis of a tourist destination: Malaga, Spain
Fernando Almeida-García
Janire Domínguez-Azcue
University of Malaga, Spain