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This paper sheds light on the relationship between immigration and tourism competitiveness on the island of Lanzarote through the analysis of reputation from the demand perspective. The tourists’ knowledge about news on immigration from a destination, their contact with immigrants in the area, and the influence of the presence of immigrants there are studied, as all these factors can have a major impact on island competitiveness in tourism. The empirical work has been conducted with a survey of tourists on Lanzarote, Canary Islands, Spain. A total of 359 valid questionnaires were obtained. Results show a relatively low impact and retention of immigration news about the destination, and a low perceived contact with nonEuropean immigrants when visiting the island. Moreover, tourists tend to recognize the positive value created by immigrants on the island, though some negative effects are also indicated. Finally, immigration seems to have a positive impact on the tourist’s global satisfaction and loyalty to the island destination.

Immigration and the competitiveness of an island tourism destination: a knowledge-based reputation analysis of Lanzarote, Canary Islands