Fonte: Turismo y Sociedad; Vol 25 (2019): July-December; 253-271
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Resumo: The present essay review or review paper is oriented to give the readers with an allpervading explanation revolving around the problem of image and its dissociation from branding or the branding process. Based on the hospitality industry (or lodging product) our approach has two significant aspects. On one hand, there is an urgent need of introducing emergent and fresh qualitative studies which complement the open answers regarding the role of knowledge in the purchasing process. On another, no less true is that each product is enrooted into a temporal matrix, in which case the evolution of the branding process seems to be a point of discussion which be brought into the foreground by the side of marketing analysts. Still further, our argument emphasizes on the crucial role of face-to-face interaction as a relational platform to position hotel-related products. This evinces that tourism and hospitality industries are leading towards an inevitable fragmentation which merits to be discussed and scrutinized.
