Imagen territorial y servicios para el turismoLos casos de Malasaña y Lavapiés (Madrid)

Abstract

The work aims to be an approximation to the connections that are established between the specific characteristics of urban locations and their success for tourism purposes, valuing the services that are offered and their characteristics. For this, their image will be investigated, analysing whether they are common aspects or, on the contrary, "unique" or "individualizing" features are presented. It is clear that last ones allow the territories to increase their identities. Itshould be considered, also, that the latter foster the competitiveness of destinations, an aspect that is especially relevant in a context of the current global pandemic. The work addresses these aspects for the case studies of the areas of Malasaña and Lavapiés (Madrid) using a qualitative methodology based on content analysis through the computer application atlas.ti. Later the information will be classified using the method of image destination analysis proposed by Echtner and Ritchie (1991).