This study researches both the perception of a destination and the importance of the previous visit in shaping
that perception. First, the factors that influence the image (information sources and motivations) are analysed,
moderated by the effect of the previous visit. Next, the gap between the projected image and the perceived image
of Malaga, which is located in a tourist area specializing in “sun and beach” and trying to become a cultural
destination, is studied. Data are obtained from 301 surveys administered through proportional and stratified
sampling. A descriptive, inferential analysis and a structural equation model are proposed to analyse the causal
relationships. The results confirm the influence of information sources and motivations on the image, as well as
the importance of the previous visit. The conclusions suggest that there are significant difficulties in changing
the Malaga image as a seaside destination for visitors, but not for the local community.
