Analysis of the Image of Quito, Ecuador, as a Tourist Destination

Abstract

Nowadays, tourist destination image is presented as a precondition tool for competing in an increasingly international and sophisticated market; this image is understood as the sum of the overall product on offer, plus the set of communicative actions of the destination. This paper seeks to identify the traits and characteristics that identify the destination image of Quito using structured and unstructured techniques, to set attributes that best define it, as well as the holistic and unique prints that comprise it.