Imagen: variable estratégica del comercio minorista y del destino turístico.

The research aimed to: design a procedure to measure the image of two retail Cadenas Tiendas Panamericanas and TRD Caribe, in Camagüey, once validated allow its application to other outlets. Were evaluated using the theoretical and empirical, qualitative and quantitative techniques including market research, we developed several statistical analyzes to see significant differences in terms of dimensions and attributes of the image with respect to the retail outlets, the sex of the respondent and frequency of purchase as well as the dependency relationships between these variables for the overall image and the latter's relationship with the intention of visiting a retail outlet. It was found that the image is a key variable for efficiency, effectiveness and increase the economic value of any organization and even tourist destinations. [ABSTRACT FROM AUTHOR]