98300 hdl_2072_13171 oai:www.recercat.cat:2072/182683 The tourism consumer’s purchase decision process is, to a great extent, conditioned by the image the tourist has of the different destinations that make up his or her choice set. In a highly competitive international tourist market, those responsible for destinations’ promotion and development policies seek differentiation strategies so that they may position the destinations in the most suitable market segments for their product in order to improve their attractiveness to visitors and increase or consolidate the economic benefits that tourism activity generates in their territory. To this end, the main objective we set ourselves in this paper is the empirical analysis of the factors that determine the image formation of Tarragona city as a cultural heritage destination. Without a doubt, UNESCO’s declaration of Tarragona’s artistic and monumental legacies as World Heritage site in the year 2000 meant important international recognition of the quality of the cultural and patrimonial elements offered by the city to the visitors who choose it as a tourist destination. It also represents a strategic opportunity to boost the city’s promotion of tourism and its consolidation as a unique destination given its cultural and patrimonial characteristics. Our work is based on the use of structured and unstructured techniques to identify the factors that determine Tarragona’s tourist destination image and that have a decisive influence on visitors’ process of choice of destination. In addition to being able to ascertain Tarragona’s global tourist image, we consider that the heterogeneity of its visitors requires a more detailed study that enables us to segment visitor typology. We consider that the information provided by these results may prove of great interest to those responsible for local tourism policy, both when designing products and when promoting the destination. cat Bové-Sans, Miquel-Àngel Laguado Ramírez, Raquel Irene Xarxa de Referència en Economia Aplicada (XREAP) Xarxa de Referència en Economia Aplicada (XREAP) 2012 Quantitative analysis of image factors in a cultural heritage tourist destination 38 p. L'accés als continguts d'aquest document queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons: http://creativecommons.org/licenses/by/3.0/es/ info:eu-repo/semantics/openAccess 33 338 Heritage tourism Factor analysis Cluster anàlysis Tarragona (Catalonia) Turisme cultural Anàlisi factorial Anàlisi de conglomerats Tarragona (Catalunya) info:eu-repo/semantics/workingPaper XREAP ; 2012-06 http://ddd.uab.cat/pub/estudis/2012/hdl_2072_182683/xreap2012-06.pdf 162226 38 Adreça alternativa http://hdl.handle.net/2072/182683 ESTUDIS UAB driver oai:ddd.uab.cat:98300