THE CITYMARKETING A TOOL OF TOURIST COMPETITIVENESS
Abstract
Currently cities are in constant competition among themselves to meet the needs of their different target groups, this competitive approach determines that the central axis of cities is made viable through strategies, for this reason the citymarketing arises, which it constitutes a novel tool that consists in applying programs and marketing strategies for the potentialization of a city as a tourist destination. The purpose of this research was to review the existing literature through a bibliographical-descriptive methodology, which was obtained as a result, which supports the applicability of citymarketing strategies as a tool for competitiveness, since this discipline seeks to adapt the process or phases of traditional marketing to cities, in order to potentialize them in the tourism market, for this you can adapt the traditional variables of traditional marketing to territorial management in order to establish through a strategic analysis, operational marketing actions to achieve the objectives set.
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© Investur, 2017
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