Between city branding and tourism branding. Analysis of the city branding of Quito (2000-2022): Entre la marca ciudad y la marca turística. Análisis del City branding de Quito (2000-2022)
City branding is a marketing strategy used by cities to boost their positioning as an international destination and has become very popular in recent years. Therefore, this article analyzes the changes in Quito's city branding in the period 2000-2022 and highlights the correlation that has exis...
| Autores: | , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | Ecuador |
| Recursos: | Revista Kalpana (UDET) |
| Repositorio: | Revista Kalpana |
| Idioma: | español |
| OAI Identifier: | oai:publicaciones.udet.edu.ec:article/177 |
| Acesso em linha: | https://publicaciones.udet.edu.ec/index.php/kalpana/article/view/177 |
| Access Level: | acceso abierto |
| Palavra-chave: | marca ciudad marca turística Quito destino turístico posicionamiento de marca city branding tourist brand Quito, tourist destination brand positioning |
| Resumo: | City branding is a marketing strategy used by cities to boost their positioning as an international destination and has become very popular in recent years. Therefore, this article analyzes the changes in Quito's city branding in the period 2000-2022 and highlights the correlation that has existed between the corporate brand of the Mayor's Office of the Metropolitan District of Quito and the city/tourism brands. For this purpose, the research was approached from an exploratory qualitative approach, through documentary review and the application of interviews. This resulted in the identification of: seven corporate brands; the combined use of the term city brand and tourism brand; and three city branding processes. The conclusions were that the city brand has not had the stability to position itself, since it has not been appropriated by quiteños; the political issue has had an influence on the changes that the brand has undergone; and finally, its influence on the current positioning of the city at the national and even regional level as a tourist destination is unclear. |
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