Eventos culturales y su influencia en la imagen cognitiva y afectiva de Manta.

Abstract

This research aims to determine how cultural events influence the cognitive and affective image of Manta, this study was conducted using a qualitative, quantitative, constructivist, cross-sectional and descriptive approach; the research includes surveys conducted on a 7-point Likert scale, to 595 people from the PEA of Manta, analyzed using the statistical program IBM SPSS 27. The results reveal that cultural events have a significant influence on the formation of the cognitive image, improving the notoriety and attractiveness of the city, and on the affective image by generating positive emotions among residents; it is observed that cultural identity strengthens community ties and fosters local cohesion, while the quality of the events reinforces loyalty, consolidating the reputation of the destination.