Imagem de destino turístico:Ilhéus/BA na perspectiva de visitantes e moradores

Abstract

The image of a tourist destination can be measured both from the impressions of the visitors, and the residents. The literature indicates, however, that there are differences between the perceptions of these tourist actors, and the greater interaction and knowledge about the destination, the more accurate the image. This study is therefore aimed at the diagnosis image of a tourist destination, based on the ratings of visitors compared to the assessments of residents. Therefore, there was quantitative research through on-line and face survey, with reference unit the Ilhéus / BA destination. We obtained a total of 396 valid questionnaires for visitors and 70 valid questionnaires for residents. From the statistical t-test, there were significant differences between the samples for most of the image dimensions, and the most critical evaluations were from the residents.