Resumo

MENDEZ PRADA, Martha Cecilia; LOPEZ BARRAZA, Lydia María; ZIRITT TREJO, Gertrudis Yackeline  e  PEREZ PRIETO, María Elena. Town Heritage Network of Colombia as Policy Territorial Brand: Case Girón, Santander. Pensam. gest. [online]. 2022, n.52, pp.5-5.  Epub 19-Dez-2022. ISSN 1657-6276.

The objective of this research is to analyze the tourism policy, Red de Pueblos Patrimonio de Colombia (RPPC), considering its opportunities for tourism and local development, involving the participation of multiple actors, who take advantage of its attributes and globalization trends to position themselves nationally and internationally. A case study was conducted, with a qualitative, descriptive approach, through in-depth interviews to several public and private actors applied in Girón Santander, Colombia. It was found that the network of interrelationships of the actors involved is limited because many are unaware of the policy and the benefits of belonging to it; it also has strengths in the management of the brand and resources implemented. As a result, local development consistent with the objectives of the RPPC is not achieved.

Palavras-chave : territorial branding; tourism policy; local development; Network of interrelations; Network of Colombian Heritage Villages.

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