Evaluative dimensions of urban tourism in capital cities by first-time visitors

This chapter is dedicated to evaluative component of the social representations of historic European capital cities, comparing it before and after the first-time visit that took place in the period from 2011 to 2013. Based on the set of empirical data, it presents and discusses the integrative framework for evaluation of a city conceived as a resource in responsible urban tourism. In particular, the social representations of Madrid, London and Warsaw by 420 visitors from seven different EU and non-EU countries (France, Germany, Italy, Poland, Spain, United Kingdom and United States) are examined according to the modelling approach to the theory of social representations, focusing on the evaluative dimension present in an implicit and explicit way. Understanding how tourists assess the resource that they access, based on previous knowledge as opposed to direct experience, shall lay ground for enabling the policy makers and city planners to take into account the expectations of visitors while pursuing urban tourism development in the geo-cultural locations of European capital cities.