Tourists’ Perceptions of the Image of the Peneda-Gerês National Park

The image of a destination has been one of the most relevant concepts in tourism research, as it is considered one of the most important variables for market segmentation. Furthermore, image is a construct that influences, considerably, the preference, motivation and behaviour of individuals during the process of choosing a tourist destination. It is therefore important to understand which attributes tourists highlight in tourist destinations. The aim of this study is to understand which attributes (functional and psychological) of the image that tourists most identified in a particular tourist destination. The study method applied was the quantitative methodology, and data collection was carried out through the use of a questionnaire survey. The territory under analysis was the Peneda-Gerês, the only Portuguese national park which has registered a high growth in visitors, as a result of its projection and notoriety. According to the information gathered, of the functional attributes the natural landscape stood out, while the infrastructures, accommodation and restaurants stood out. Of the psychological attributes, the one that stood out the most was hospitality and welcome. Only the events and entertainment were the least considered attribute, given that most of the sample considered rest and contact with nature as the main reasons to visit this destination, and fun was the third most referenced reason. This study considers that the various stakeholders should seek to improve these attributes because although most visitors had good expectations, the degree of satisfaction does not demonstrate that this protected area can stand out from other competing destinations.