Abstract
Currently, the development of a city brand represents a key strategy for governments interested in boosting tourism within their borders. However, improper use of this resource can be counterproductive. The purpose of this study is to determine the criteria for assessing the effectiveness of the city brand and its tourist appeal, applying the Anholt Hexagon model. A mixed-methodological approach was adopted, analyzing the six dimensions of the model as a theoretical framework, and complementing it with a quantitative study based on surveys about the perception of tourists, both local and international, with a sample of 384 participants. The research aimed to establish a relationship between the hypothetical factors and each of the evaluated dimensions (presence, pulse, place, people, potential, and prerequisites) to identify the key elements for the success of a city brand, such as its architecture, climate, natural reserves, and promotional strategies. It is concluded that the effective development of a city brand requires careful consideration of these factors to enhance tourist retention and complement the sustainable development of the city of Ambato.
Publisher
Centro de Investigaciones en Ciencias Sociales y Humanidades desde America Latina
Reference29 articles.
1. Aimacaña, C. (2019). Desarrollo de la marca ciudad Salcedo, como función estratégica para promocionar el potencial turístico [Tesis de grado, Universidad Técnica de Ambato]. Repositorio Institucional UTA. http://repositorio.uta.edu.ec/jspui/handle/123456789/29498
2. Albán, S. (2016). Diseño de marca y producción de accesorios para mujeres residentes en la ciudad de Quito con Identidad Ecuatoriana inspirado en la cultura Salasaca [Tesis de grado, Universidad de las Américas]. Repositorio Institucional http://dspace.udla.edu.ec/handle/33000/5155
3. Braun, E. (2012). Putting city branding into practice. Journal of Brand Management, 19(4), 257–267. https://doi.org/10.1057/bm.2011.55
4. Braun, E., Kavaratzis, M., Zenker, S., & Braun, E. (2013). My city – my brand: the different roles of residents in place branding. Journal of Place Management and Development, 6(1), 18–28. https://doi.org/10.1108/17538331311306087
5. Caldwell, N., & Freire, J. R. (2004). The differences between branding a country, a region and a city: Applying the Brand Box Model. Brand management, 12(1), 50–61.