<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2027-8306</journal-id>
<journal-title><![CDATA[Revista de Investigación, Desarrollo e Innovación]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Investig. Desarro. Innov.]]></abbrev-journal-title>
<issn>2027-8306</issn>
<publisher>
<publisher-name><![CDATA[Universidad Pedagógica y Tecnológica de Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2027-83062025000100177</article-id>
<article-id pub-id-type="doi">10.19053/uptc.20278306.v15.n1.2025.19186</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Scenario planning for a destination brand based on Anholt hexagon analysis]]></article-title>
<article-title xml:lang="es"><![CDATA[Planeación de escenarios de una marca destino a partir del análisis del hexágono de Anholt]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Gil]]></surname>
<given-names><![CDATA[Cristian]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castro-Lozada]]></surname>
<given-names><![CDATA[Jaime Andrés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de la Amazonia  ]]></institution>
<addr-line><![CDATA[Florencia ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de la Amazonia  ]]></institution>
<addr-line><![CDATA[Florencia ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>15</volume>
<numero>1</numero>
<fpage>177</fpage>
<lpage>194</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2027-83062025000100177&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2027-83062025000100177&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2027-83062025000100177&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The aim of this research was the scenario characterization of the brand destination of a Colombian municipality, based on the analysis and appraisal of the dimensions of Anholt&#8217;s Hexagon theory. A cross-sectional quantitative methodology was used, which involved the development of two phases: i) validation of the dimensions of the destination brand through factor analysis and ii) scenario formulation using the SEARCH method. The findings indicate that the territory ought to consider enhancing the dimensions of pre-requirements, presence and pulse, if it wants to get closer to the scenario with the highest likelihood of occurrence called Florencia: where sustainability and peace are breathed. It is concluded that, as a destination, the city needs to promote the identification of symbolisms and strategic activities, thus, through institutional articulation, they can be developed in a planned manner and its positioning may be achieved.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de esta investigación fue la caracterización de escenarios de la marca destino de un municipio colombiano, a partir del análisis y estimación de las dimensiones de la teoría del Hexágono de Anholt. Se hizo uso de una metodología cuantitativa, de naturaleza transversal, que contó con el desarrollo de dos fases: i) validación de las dimensiones de la marca destino a través del análisis factorial y ii) formulación de los escenarios desde el uso del método SEARCH. Los resultados indican que el territorio debe considerar mejorar las dimensiones de prerrequisitos, presencia y pulso, si se quiere acercar más al escenario con mayor probabilidad de ocurrencia denominado Florencia: donde se respira sostenibilidad y paz. Se concluye que, como destino, la ciudad requiere promover la identificación de simbolismos y actividades estratégicas, para que, a través de la articulación institucional, se puedan desarrollar de manera planificada y se logre su respectivo posicionamiento.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[development]]></kwd>
<kwd lng="en"><![CDATA[loyalty]]></kwd>
<kwd lng="en"><![CDATA[positioning]]></kwd>
<kwd lng="en"><![CDATA[territory]]></kwd>
<kwd lng="es"><![CDATA[desarrollo]]></kwd>
<kwd lng="es"><![CDATA[lealtad]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento]]></kwd>
<kwd lng="es"><![CDATA[territorio]]></kwd>
</kwd-group>
</article-meta>
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