Fonte: Turismo y Sociedad; Vol 24 (2019): January-June; 129-148
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Resumo: Spain is one of the most internationally preferred tourist destinations for its leisure and cultural offering, so the city of Madrid could improve its location as a cultural and business destination based on the international interest of sport mega-events. Based on the Real Madrid case study as a sports brand, a qualitative research project has been carried out and has produced essential information through in-depth interviews with experts, which has allowed for a discursive analysis to be completed, and establish the contribution that Real Madrid is able to provide to the brands Spain and City of Madrid. The results allow for the assertion that Real Madrid provides differentiation based on values, emotions and experiences for the purpose of marketing the city of Madrid, reaching foreign tourists whose profiles and preferences are similar in both cases.
