Valorización del paisaje agavero y su influencia sobre la imagen turística de Tequila, Jalisco

The agave landscape has become one of the key elements shaping the tourist image of Tequila, a popular Mexican destination. This study aims to analyse how the valorization of the agave landscape influences the tourist image of Tequila, Jalisco. To achieve this, a survey was conducted with 387 national tourists, and Partial Least Squares Structural Equation Modeling (PLS‐SEM) was applied. The findings indicate that the natural, social, and economic valorisation of the agave landscape explains the tourist image of Tequila in cognitive, affective, and conative terms. Additionally, the landscape is appreciated for its role in generating employment and commerce, promoting social well‐being, and showcasing cultural richness, all of which indirectly enhance tourists’ emotional connection to the destination. In conclusion, these results can inform strategies for strengthening tourism activity in the region