The five preferred research areas that INSETUR works at are:
1. The tourist image
Analysis of the image of a tourist destination both projected and perceived from different methodologies: to study guidebooks, analysis of digital photographs, to study the factors that make up the image of a destination, brand and branding studies, etc. Images can be universal, induced or accidental, and influence both the decision process and the destination visitor behaviour.
2. Organizational networks
The study of the relationships between companies and stakeholders (nodes) in a system of connections that form complex networks of information, capital, decision making, etc. The analysis of the relationships between nodes can draw tourism clusters, tourism systems of relations, decision graphs and analysis of governance models.
3. Visitor behaviour
Study of the main variables that shape behaviour of tourists in the destination, as well as the factors that determine this behaviour: socio-demographic variables, travel characteristics and information. The study analyses the purchase decision processes, the effect of pre-travel, the behaviour in situ of visitors and the effects of tourism in the post-trip. One of the most important lines is the analysis of the economic impact of tourists on the destinations.
4. Information management
Analysis of the processes involved in the construction, dissemination and reception of the tourist information from different perspectives: analysis of tourism offices, the effect of prescribers, cartographic or digital information, etc. Tourism 2.0 effects in the management of the contemporary information.
5. Planning and strategy desk
Strategic planning of destinations, tourist companies and institutions. Analysis of the competitive environment, defining strategic and operational plans, best practices bank, efficiency studies, governance and decision making. INSETUR has participated in several strategic plans for tourist destinations, agencies, museums, tourist companies and corporations.