City branding strategies of Hermosillo: reflections of culture, heritage, identity, and tourism in the political institutions
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Inclou dades d'ús des de 2022
Cita com:
hdl:2099/12592
Tipus de documentText en actes de congrés
Data publicació2012-01
EditorInternational Forum on Urbanism
Escola Técnica Superior d'Arquitectura de Barcelona
Escola Técnica Superior d'Arquitectura de Barcelona
Condicions d'accésAccés obert
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continguts d'aquesta obra estan subjectes a la llicència de Creative Commons
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Reconeixement-NoComercial-SenseObraDerivada 3.0 Espanya
Abstract
Latin American metropolises have recently joined the worldwide competition of being consolidated as a touristic
attraction and a venue for international events, but many of them are not prepared for such competition. City
branding seeks to promote their identity, heritage and cultural resources to attract tourism. But sometimes
marketing strategies are not the most appropriate or those assets are promoted in an artificial way by
institutions that don’t seem to know certainly what they want to convey, such as Hermosillo case. The key
purpose of this paper is to analyze and redefine those fundamental concepts that we noticed are mistakenly
raised and promoted by these institutions’ stratums. Thus, through this reflection we suggest that the
implementation of strategies seem to be prefabricated formula. It is valid to promote cultural tourism in a
restricted social context? What does Hermosillo needs to ensure a genuine local development without been
excluded of international recognition?
CitacióGarcía García de León, Aurora. City branding strategies of Hermosillo: reflections of culture, heritage, identity, and tourism in the political institutions. A: Conference of the International Forum on Urbanism. "6th Conference of the International Forum on Urbanism (IFoU): TOURBANISM, Barcelona, 25-27 gener". Barcelona: IFoU, 2012, p. 1-10.
ISBN978-84-8157-620-7
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