Tourism is an important activity in the economy of the state of Baja California Sur, most especially in La Paz city. In recent years, the boost in tourism related funding seen by the port of La Paz has placed it as one of the preferred destinations for both domestic and foreign tourists. Thus, due to its relevance, the image of this destination shall be the object of study for this research project, as it plays an important role in the competitiveness of that tourist destination. In specifics, the research analyze documents about the imaginary and it's relation with destiny image, in order to find support elements for La Paz city. The methodology followed for the development of this research consider a literary review. The results of this work look for contributing to understand the area of tourism based on the study of social sciences, in order to obtain information that permit purpose of putting forth a proposal that helps the continuing of the development of projects for the benefit of tourists and destiny image of touristic sites like La Paz city.
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