Innovation and identity in Barcelona’s tourist image as represented by souvenirs

Barcelona is an excellent example of a city that has been re-imaged greatly in recent years. The aim of this research was to study tourist image change and innovation in Barcelona in terms of its represented cultural identity. For this purpose, the content of souvenirs located in souvenir shops of the Gothic Quarter of Barcelona was analysed. Findings suggest that image innovation in terms of cultural identity is not complete and that there are different coexisting and conflicting cultural tourist images in Barcelona. Catalan, Spanish and global cultural identities are present, with intangible Catalan culture particularly under-represented by souvenir themes. The article identifies possible weak aspects in Barcelona’s image innovation process and implementation, and includes suggestions for improvement.