Elementos estructurales y su influencia en la imagen cognitiva y afectiva de Manta.

Abstract

The objective of this study was to examine the impact of structural elements on the cognitive and affective image of Manta. A constructivist, cross-sectional and descriptive quantitative approach was adopted, using surveys based on a 7-point Likert scale, applied to 595 members of the economically active population of Manta. The data were processed with IBM SPSS 27.0 software, which ensured a high reliability of the instrument, evidenced by Cronbach's Alpha coefficient of 0.972. The results indicate that the structural elements include significantly in the perception of the city, raising its attractiveness and visibility. In addition, they generate positive emotions among residents, strengthening cultural identity, thus reinforcing the loyalty and reputation of Manta as a tourist destination.