Resumo: The strategic importance of tourism for the Cuban economy requires the need to position a destination image that encourages consumers to visit and recommend the country's tourist destinations. Therefore, it is essential to position a favorable image through the Internet that meets the needs of tourist consumers. The literature review conducted, reveals no evidence of the integration of cognitive and affective components of the image portrayed on the Internet, through induced open and covert agents, as an element that enhances the behavior of tourist consumers. The research seeks to develop a technology for managing the induced image on the Internet for tourist destinations, which positively impacts the behavior of tourist consumers. The main contributions are the creation of a management model, a general procedure, and associated tools that operationalize it. The validation of the model was carried out using a structural equation system, and the application of the procedure in Cuban tourist destinations allowed the research hypothesis to be validated. Its application has led to an increase in the utilization of formative agents, an improvement in the positioning of cognitive and affective components, and it has also had a positive influence on consumer behavior.
