Fonte: El Periplo Sustentable; Núm. 42 (2022): Número cuarenta y dos; 397 - 428
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Resumo: Meeting tourism has promoted competition between cities, where the transformation of places into brands is relevant for tourism development. The city brand is a strategy that stimulates a positive image supported by attributes of the place and culture, with positive consequences for social development. The objective of this work is to analyze the factors –human, market and attraction– that are linked to the design and management of a city-brand in a Mexican city. For such purposes, a quantitative and descriptive approach was followed, applying a questionnaire to a sample of 50 inhabitants representing establishments linked to the tourism industry. The results highlight a greater interference from authorities and the business sector, distancing citizens; It also alludes to the existence of an improvement in the infrastructure and the private sector, factors that allow us to visualize advances that are limited to particular interests, far from social needs. The discussion focuses on the need for an agreement between leaders and society to plan the city that is desired, as well as a diligent strategic direction. The relevance of a leading figure that assumes said managerial responsibility is concluded, built from the common and social interest, whose brand management could fall to the OCV, working together with the government, private initiative and society towards the same objective, and also the relevance of integrating the natural attractions that are close to the city. These intentions can help the city boost its brand equity and better compete in the meetings industry.
