The city brand as a factor in the growth and development of tourism in a region
Abstract
Cities need to be attractive for investment and tourism, they must have the capacity to retain their professionals, generate jobs and raise the well-being of their inhabitants. That is why the objective is to identify the impact of the City Brand on the growth and development of the regions. Through a systematic literature review of previously published works and using key descriptors, it was found that the City Brand has been a trigger for growth, but also a strategy to make a city attractive. By way of conclusion, it is mentioned that the City Brand alone does not generate growth, but requires an investment that disseminates it to be recognized and valued, along with the attractions of the city it represents. Activities such as cultural festivals, dissemination of the arts, academic and research congresses, gastronomic fairs, exhibitions of handicrafts, art of the region and musical shows, among others, are required; that allow it to be positioned.
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