<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202021000600075</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Influencia de la imagen de destinos turísticos en el comportamiento del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[Influence of tourism destination image on consumer behaviour]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Batista Sánchez]]></surname>
<given-names><![CDATA[Ernesto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez Ricardo]]></surname>
<given-names><![CDATA[Elizabeth del Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moreno Pino]]></surname>
<given-names><![CDATA[Maira Rosario]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Coronado Provance]]></surname>
<given-names><![CDATA[Katia Zucel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Holguín &#8220;Oscar Lucero Moya&#8221;  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>13</volume>
<numero>6</numero>
<fpage>75</fpage>
<lpage>82</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202021000600075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202021000600075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202021000600075&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La pandemia de coronavirus ha incrementado la necesidad de que los destinos turísticos desarrollen estrategias para posicionar una imagen favorable que permita reactivar la demanda turística. El objetivo del trabajo es evaluar la influencia de la imagen de destinos turísticos en el comportamiento del consumidor en la etapa post Covid-19. Para ello, se desarrolló un modelo de ecuaciones estructurales que permite la validación de las hipótesis de investigación. A partir de un cuestionario estructurado aplicado a 150 clientes del destino Holguín se evaluó la influencia de los agentes de formación en la imagen. Además, se evaluó la influencia de la imagen en el comportamiento del consumidor turístico, empleando una escala Likert de 7 puntos. El resultado evidenció la influencia positiva del contenido generado en perfiles oficiales en redes sociales de los proveedores turísticos y los medios de comunicación en la imagen del destino Holguín, en especial relacionado a la seguridad y los protocolos sanitarios. Se demostró el rol moderador de la imagen en la intención de visitar y de recomendación del destino por parte de los consumidores turísticos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Coronavirus pandemic has increased the necessity for tourism destinations to develop strategies to position a positive image that reactivate tourism demand. The purpose of this paper is to evaluate the influence of tourism destination image on consumer behaviour during post Covid-19 stage. A structural equation model was developed to validate research hypotheses. Using a structured questionnaire applied to 150 consumers of Holguin tourism destination, it was evaluated the influence of image formation agents on tourism destination image. Furthermore, it was evaluated how image influence consumer behaviour, using a 7-point Likert scale. Results showed there is a positive influence from the content generated on official tourism providers social media profiles and mass-media on Holguin tourism destination image, especially on items related to security and sanitary protocols. It was demonstrated the moderator role of image on travel and recommendation intention by consumers.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Imagen de destinos turísticos]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Covid-19]]></kwd>
<kwd lng="en"><![CDATA[Tourism destination image]]></kwd>
<kwd lng="en"><![CDATA[consumer behaviour]]></kwd>
<kwd lng="en"><![CDATA[Covid-19]]></kwd>
</kwd-group>
</article-meta>
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