Abstract

CALVENTO, Mariana  and  COLOMBO, Sandra Silvia. City-Brand as a Tool of Tourism Promotion. Estud. perspect. tur. [online]. 2009, vol.18, n.3, pp.262-284. ISSN 1851-1732.

Is it an Instrument of National and International Positioning Strategy? This article analyzes the City-Brand, a recent tool implemented by local governments. Some changes in borough functions and in business´ logics allowed the implementation of new policies. In this context, the City-Brand policy proposes an alternative way of development for cities and private companies, making a substantial contribution to tourism promotion and positioning strategy. Therefore, the present research aims to examine the creation and implementation of City-Brand in Argentina, taking two cases studies: the municipalities of Tandil and Villa Gesell in the province of Buenos Aires, Argentina, during the period of 2003-2007. Then, through real cases the paper analyzes the characteristics, weakness and strengths of the creation and implementation of City-Brand in Argentinean cities.

Keywords : City-Brand; Local governments; Positioning strategy; Tourism.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )