EUM Research


The Image, Satisfaction and Tourist Behavior (ISTB) research group was created in 2013 at the Escola Universitaria Mediterrani, a center attached to the University of Girona (UdG) and is directed by Dr. Elena Puiggròs Roman, coordinator of the Degree in Tourism of the Mediterrani University School.

ISTB is recognized in 2017 by the Governing Council of the University of Girona as a Research group of the UdG with the code GRAD0004. In 2022, an SGR is presented as part of an Interdisciplinary Territory and Society (TiS) research group directed by Daniel Paül from the University of Lleida, which has recently obtained an European project within the HORIZON-CL2-2021 call. -DEMOCRACY-01 with the University of Lleida.

In the research group, collaboration agreements are established with other universities or entities, public or private, to carry out projects or studies on the tourism sector.

It is currently collaborating with Erasmushogeschool Brussel to carry out the COIL (Collaborative Online International Learning) project, with the Sant Antoni Calonge Department of Gastronomy, Culture and Tourism, with Air China, the Col legi Major Ramon Llull of the University of Barcelona , the Museu d’Art Precolombí Barbier- Müeller- Barcelona and with Social Media Rest, a study carried out by our researcher professor Dr. Gaspar Berbel.

Lines of investigation


The image of destinations, products and services is a key element both in the purchase decision and in visitor satisfaction.

This aspect is essential both from the point of view of marketing and that of land use planning, since innovations, variations and fluctuations are extraordinarily dynamic.


Cultural heritage, tourism and leisure come together as an integrated whole and are becoming increasingly important not only for international or national tourists, but increasingly also for citizens of the same territory. Even more so, since COVID-19 they value the (re)discovery of their own territory.


Changes in today’s society indicate that the boundaries between leisure and shopping are becoming increasingly blurred, as the European Commission points out in the document “Transition pathway for tourism” in the area of resilience in topic 26 Tourism services for visitors and residents.


Innovations are increasingly changing and must be analysed in depth as they affect both the destinations themselves, their commercialisation and forms of consumption. From robotisation to Smart Cities to augmented reality, it is essential to analyse the impact of all these innovations and trends.


ISTB is interdisciplinary in such a way that other lines of research within the sociological, geographical and holistic approach have their place.


Dra. Elena Puiggròs Roman

Director of the ISTB Research Group

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Iratxe Aragón Nicolas

Collaborator of the ISTB Research Group

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Mònica Muñoz EUM
Dra. Mónica Muñoz González

Collaborator of the ISTB Research Group

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Dra. Najat Tort González

Collaborator of the ISTB Research Group

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