Perceived image and loyalty in academic tourism
Abstract
In the latest news, academic tourism has experienced significant growth. Despite the fact that there is not much research on this typology, those that have shown their ability to generate wealth and development in the host territories. A critical element for demand is represented by the choice of destination, which is why the perception of its image is fundamental. In this article, through surveys of Brazilian students, the perceived image is deepened when choosing a Galician university. At the same time, by means of the Model of Structuring Equations it is sought to find out the weight of the variable loyalty. This last one is of great relevance since the great competition between destinies makes fidelity custom to be low, especially when we talk about urban destinations. It is concluded that the constructed image has the capacity to influence loyalty to a territory.
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