Fonte: Turismo y patrimonio; No 15 (2020): Turismo y Patrimonio; 145-160
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Resumo: The late interest of Ecuador to work on a brand caused that smaller cities also delay their own brand. This did not favor their tourism development, as well as the growth of investment and business. This article is a diagnosis of the current tourist situation of Cayambe, as of other references, proposing the creation of the city branding. Regarding its positioning, a visual advertising strategy that impacts the objectives of the city and its inhabitants through transmedia tactics, is suggested.
