Influence of Perceived Image on the Future Behavior of Acapulco Residents: Toward a Public Policy Strategy
DOI:
https://doi.org/10.5281/zenodo.16347002Keywords:
Tourism, image, public policiesAbstract
Tourism loyalty is defined as the commitment of visitors to a destination, and a positive image can increase the likelihood of favorable behaviors, such as revisiting a place and promoting it through word of mouth. The methodology employed is quantitative and cross-sectional, using a structured questionnaire based on relevant literature. Data were collected through snowball sampling, focusing on Acapulco residents. A statistical analysis was performed with SPSS, applying a linear regression model to evaluate the relationship between cognitive and affective dimensions of perceived image and future behavior of the inhabitants, the results show a strong correlation between perceived image and future behavior, highlighting that affective perceptions have a greater weight than cognitive ones. The improvement in the affective perception of the destination can significantly increase the loyalty of the inhabitants, promoting favorable behaviors such as recommending the destination and defending it against criticism, in addition to proposing that public policies should focus on strengthening the positive image of Acapulco to promote its long-term tourism sustainability.
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