The image of a tourist destination is a key factor in the tourists' decision to choose a place to visit. This dissertation contains exploratory-descriptive research in which the image of the region of Andalusia as a tourist destination has been analysed. Through a review of the literature, general information has been collected on the concept of image along with its characteristics, followed by the review of other relevant elements that must be taken into account when it comes to the image of a tourist destination, such as the formation of the image or the factors associated with it. Besides, empirical research has been carried out, which includes a study of the image of the selected destination through a questionnaire aimed only at tourists who have previously visited the region and who come from Central European countries, consisting of a sample of 102 respondents.Universidad de Sevilla. Grado en Turism
