DUGiDocsLas imágenes en la promoción de los destinos de turismo religioso: el caso de Montserrat = The role of images in the promotion of religious tourism destination: the case of Montserrat
Full Text
In religious tourism, the quality of the visitor
experience depends on several factors. The
nature of the visitor’s experience at the holy
site is very complex because it is intangible
and includes elements such as atmosphere
and the spiritual merit of the visit, among
others. As several authors have argued, visitor
experience and satisfaction are directly
related to the images visitors are exposed
to prior to the visit. The image visitors have
of a destination will condition not only their
expectations but also their behaviour at the
site. This image is configured via very different
sources, including universal images,
destination advertising, literature, television
and film, magazines, blogs and websites,
social networks, word of mouth and many
more. Although sources are not always controllable,
as we can see from the above list,
it is important to know what image (visual or
otherwise) is being conveyed of the destination
we are managing so as to be able to
influence it (if we wish to modify or reinforce it) and to know visitors’ expectations. In this
study, we aim to analyse the image of Montserrat,
the most important religious tourist
destination in Catalonia, in order to ascertain
whether emitted images match received
images in the case of religious tourism or
whether there is a discordance that may lead
to disappointing visitor experiences due to
the destination not living up to expectations
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