The authors studied and analyzed the tourist destination image of Lisbon. The literature review demonstrates the considerable importance of tourism to national economies. Also, knowing the tourist destination image structure of a specific location can have a significant impact in its tourism strategy and marketing, by analyzing what are the factors that influence tourists and the composition of the image itself. This study was based on the tourist destination image model (Baloglu and McCleary, 1999) that divides destination image in three components: cognitive image (destination physical and tangible characteristics); affective image (emotional perception of the destination) and overall image. The model presents two key points: overall image depends from cognitive image and affective image, and cognitive image influences the affective image; demographic variables, psychological variables and previous experience influence overall image, by influencing cognitive image or affective image. The study measured and analyzed the three components as well as the motivations to visit Lisbon.

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