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This paper aims to analyse the influence of psychosocial factors on image-destination, using for this purpose the case of Madrid. We have used two different samples with 1200 and 2000 visitors respectively, to whom we have applied two questionnaires -in relevant city tourist settings-. With this questionnaire we aimed to measure the following variables in relation with the visit in Madrid: socio demographic information; stay characteristics (such as type of accommodation, stay duration, visiting frequency); primary and secondary motivation; level of satisfaction in relation to several services and destination image (measured trough a five intervals Likert's scale with 15 items about infrastructures and services, cultural and leisure offer, host characteristics, etc.). We have calculated independent contrasts between variables related to travel characteristics and sociodemographic and psychosocial ones. Fur- thermore we have contrasted, through regression analysis, the influence of all these variables on the image of Madrid.

Factores psicosociales y formación de imágenes en el turismo urbano: un estudio de caso sobre Madrid