Fonte: Turismo y Sociedad; Vol. 35 (2024): Julio-Diciembre; 89-106
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Resumo: The significant contribution of the image, together with the competing identity between destinations, justifies the analysis of the cognitive component and the competitive identity of the brand from the perspective of visitors and residents. Visitors and residents were selected through non-probabilistic quota sampling, by mans of the stratified method of proportional affiliation. A sample of 261 visitors and 337 residents was established, who were in the city of Salcedo. After empirical research, the quality of the components of the image and the correlations of the latent variables are analyzed. The relationship between the cognitive component and the dimension of competitive identity is also structured. In addition, it is identified whether residents have a better perception of the image and the brand than visitors. Finally, it is explained that the two groups have positive and consistent influence of the cognitive component of the image on the dimensions of the competitive identity of their brand, this shows promotion as a fundamental element when the perceived image of the city designs strategies aimed at establishing a mark.
