| Summary: | The primary aim of this work is to identify actions
that can improve the tourist attractiveness of a city,
specifically Seville, and secondly, to test the
Concept Mapping methodology when it is applied
to the conceptualization of complex constructs
associated with tourism management. This
methodology combines qualitative information
provided by experts and quantitative information
obtained from multivariate statistical techniques.
The results of the work suggest, in addition to the
validity and suitability of the methodology, that the
attractiveness of a tourist destination could be
improved by the implementation of a set of publicprivate plans linked to its tourism positioning,
residents‟ awareness, the best use of the cultural and
social wealth and the rich heritage, as well as the
improvement of the infrastructure and the public
and private management of tourism.
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