Algarve is a tourism region in the south of Portugal. This paper develops and empirically validates a second-order factor analysis model to assess the overall image of Algarve held by tourists who visit it. The data are based on the opinions of a random convenience sample of tourists taken at Faro Airport. It is found that the observable variables define three first-order factors – that is, three image factors – and these are used as indicators of a unique second-order factor, which is the overall image held by tourists to Algarve. The main conclusion of the paper is that the ‘sun and sand’ factor is the most important determinant of tourists' overall image of the region.
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