Análisis exploratorio de la imagen turística de la ciudad de Granada por parte de una muestra de estudiantes de lengua española

The image of a destination has a strong influence on an individual´s buying decision making process. Understanding the formation of the tourist image and the importance of its dimensions has been one of the most investigated topics in tourism investigations. The current study deals with analyzing the image perceived of Granada according to a certain tourists whose main motivation consists of learning Spanish language. A questionnaire was conducted on a sample of 209 students with an average age of 21.71. Students belong to Centro de Lenguas Modernas which depends on Universidad de Granada. Answers have been analyzed by using different statistical methods: anova and cluster method.