En busca de la marca ciudad
El caso de Ambato
Bibliographic Data
| ID | 5908576 |
|---|---|
| Authors | Jorge Adriano Morocho-Belmuda (0000-0001-9062-1553), Álvaro Jiménez Sánchez (0000-0002-4249-8949), Reinier Barrios-Mesa |
| Year | 2022 |
| Volume | 20 |
| Issue | 4 |
| Pages | 997-1010 |
| Publication date | 2022-01-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | PASOS Revista de Turismo y Patrimonio Cultural (JOURNAL) |
| Journal identifiers | ISSN: 1695-7121 • E-ISSN: 1695-7121 |
| Publisher | University of La Laguna (PUBLISHER • ES) |
| DOI | 10.25145/j.pasos.2022.20.066 |
| OpenAlex | W4286728539 |
| Language | EN |
| References cited | 2 |
When promoting tourism in a locality, it is advisable to previously create a brand-personality. This research focuses on Ambato in order to find a brand with which to transmit an image that allows it to promote itself. A questionnaire was provided to more than 300 people to find out their beliefs and knowledge about the city and the people of Ambato. The objective was to find the basic components with which to create an Ambato brand. The results describe various elements with which to identify the city. Differences are found in the image that visitors and residents have of the city of Ambato based on gender, age, purchasing power and origin (from inside or outside Ambato). It is concluded that it is not possible to speak of a single Ambato brand, but that the different types of citizens must be taken into account in order to create a heterogeneous and genuine brand
Business · Geography · Purchasing · Purchasing power · Tourism · Business, Innovation, and Economy · Diverse Aspects of Tourism Research · Psychology · Regional Development and Innovation · Marketing
| Highly cited | No |
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