Tourist Destination’ Image: The Case Oeiras, Piauí, Brazil

Abstract

In this study we analyzed the image of Oeiras [a tourist destination], in the perspective of tourists and the host community, in order to identify their most attractive tourism products, and correlations and divergences in the images produced by those actors. To meet the objectives we adopted a quantitative approach that could recognize local images. It was applied a non-probabilistic convenience sampling, a total sample of 328 individuals, 138 residents and 190 tourists. We obtained data by applying a structured questionnaire with data analysis by descriptive statistical procedures and multivariate. It was found, that the city of Oeiras has its image associated with a cultural tourist destination (architectural) and religious, mainly due to the subjective relationship / affective existing between locals and tourists.