Resumo

GARCIA, Juan A; GOMEZ, Mar  e  MOLINA, Arturo. Destination-branding positioning: an application in five Spanish regions. Innovar [online]. 2013, vol.23, n.50, pp.111-127. ISSN 0121-5051.

Abstract: In the current tourism environment, managing territorial intangibles and developing destination-branding have become one of the most important strategic tools for different countries, regions and cities. In this context, the objective of this research is to analyze the positioning of the destination-brands in five Spanish regions (extremadura, with a single place-brand strategy; Andalucía, single destination-brand; Castilla-la Mancha and la Rioja, umbrella destination-brand; and Castilla y León, multiple destination-brands) from the perspective of different stakeholders. To do this, we have developed a study based on 1,706 surveys conducted on business managers, residents and visitors. The use of the Success Index of Triple-Diamonds (sitd) and the multivariate analysis of variance, provide empirical support for evaluating the success of the brands-destination under consideration and identifying major strengths and weaknesses. The results provide useful information for organizations responsible for managing destination branding, stressing the importance of implementing an integrated approach involving the evolution from a multiple destination-brand strategy, towards other strategies based on implementing a single place-brand or destination-brand.

Palavras-chave : positioning; destination-brand; stakeholders; Success Index of Triple-Diamonds (SITD).

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