COMPARISON OF TOURIST DESTINATION IMAGE: MARGARITA ISLAND, VENEZUELA, ON THE PART OF NATIONAL AND FOREIGN TOURISTS

Abstract

The absence of a clear and defined image of Margarita Island, Venezuela, as a tourist destination is stated. Therefore, it is intended to determine the image that both national and foreign tourists have about this destination, as well as the socio-demographic profile of these tourists, and to compare the distinctive characteristics of such markets. It is concluded that, for both markets, the Island has a sun and beach image, however, it is not considered a prestigious destination in the Caribbean, due to other factors, such as garbage that have an impact on its image. This is an exploratory study and its importance lies on the gathering of information for further investigation in the construction of a reputed destination model.