City Brand as a Promotional Strategy: A Perception of the Tourist in Peru

Gamarra-Ramirez M.E.S.; Peralta-Ugaz W.; Cordova-Buiza F.; Auccahuasi W. · Lecture Notes in Networks and Systems (2024) · DOI: 10.1007/978-3-031-43733-5_8

Resumen

The city brand is a set of attributes, values and strategies to create an identity that allows differentiating one city from another. The city of Chiquián is located on the Cordillera de los Andes, in the center of Peru, it has various natural and cultural tourist attractions that would allow a greater development of tourist activity; therefore, this research aims to determine the perception of tourists about the Chiquián city brand as a promotional strategy. The methodology is quantitative, cross-sectional and non-experimental; the sampling was probabilistic, by the simple random method, 384 people who visited the city participated; In the data collection, the survey technique was used and the questionnaire was used as an instrument. The main results highlight that the city is considered welcoming and the residents as hospitable, conservative and generous; but many claim that it offers low-quality products and services; Tourists agree that the city be identified by a brand that reveals all the attributes it possesses, since by promoting the city as a tourist destination it will contribute to the economic growth of Chiquián and improve the quality of life of the inhabitants. It is concluded that the perception of tourists proposes to create a city brand for Chiquián that helps to be known as an attractive tourist destination, since the city has tourist potential despite the poor management of the municipal government.

Instituciones: Universidad Científica del Sur; Universidad Continental; Universidad Privada del Norte