A imaxe exterior de Galiza no século XXI

Abstract

Which is the overview foreigners have about Galicia? Which territorial elements are identified by visitors who have come to our country? What is the foreign image of Galicia? This dissertation is focused on the foreign image of Galicia as a tourist destination. The research hypothesis is developed from the following questions, concluding that the brand identity Galicia spreads abroad is not in accordance with its brand image in other countries. In other words, this means things "we do" as a tourist destination are not in correspondence with "what we get”. First of all, there is not a consensus between the different public administrations involved in the promotion of the brand identity of Galicia. Secondly, it is not in accordance as this brand is not compatible with the image of Spain as a tourist destination. Finally, because Galicia is in process of transformation which includes social and territorial aspects changing its identity and its brand image making it difficult for both aspects to coincide. With the goal of identifying the visions or impression foreigners have and have had about Galicia, as well as the key elements and attributes associated with its image abroad, we have used a qualitative analysis method based on direct observation and perception through previous research and analysis, the bibliography and qualitative assessment of Galicia as a tourist destination within and outside their territorial jurisdiction, through the actions developed by public and private actors involved in the foreign promotion of our country.