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

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Management, Tourism and Smart Technologies (ICMTT 2023)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 774))

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Abstract

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.

This paper is of interest to the participants of the conference as there are few studies on city branding and the application of branding focused on tourist destinations. This tool would help cities to better position themselves and differentiate themselves from nearby competitors.

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Author information

Authors and Affiliations

  1. Business Faculty, Universidad Privada del Norte, Lima, Peru

    Maria Elena Silvia Gamarra-Ramirez & Woendy Peralta-Ugaz

  2. Research, Innovation and Social Responsibility Department, Universidad Privada del Norte, Lima, Peru

    Franklin Cordova-Buiza

  3. Faculty of Business Sciences, Universidad Continental, Huancayo, Peru

    Franklin Cordova-Buiza

  4. Faculty of Business and Systems Engineering, Universidad Cientifica del Sur, Lima, Peru

    Wilver Auccahuasi

Authors
  1. Maria Elena Silvia Gamarra-Ramirez
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  2. Woendy Peralta-Ugaz
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  3. Franklin Cordova-Buiza
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  4. Wilver Auccahuasi
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Corresponding author

Correspondence to Franklin Cordova-Buiza .

Editor information

Editors and Affiliations

  1. Universidad Distrital Francisco José de Caldas, Bogota, Colombia

    Carlos Montenegro

  2. ISEG, Universidade de Lisboa, Lisbon, Portugal

    Álvaro Rocha

  3. Departamento de Informática, University of Oviedo, Oviedo, Spain

    Juan Manuel Cueva Lovelle

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Gamarra-Ramirez, M.E.S., Peralta-Ugaz, W., Cordova-Buiza, F., Auccahuasi, W. (2024). City Brand as a Promotional Strategy: A Perception of the Tourist in Peru. In: Montenegro, C., Rocha, Á., Cueva Lovelle, J.M. (eds) Management, Tourism and Smart Technologies. ICMTT 2023. Lecture Notes in Networks and Systems, vol 774. Springer, Cham. https://doi.org/10.1007/978-3-031-43733-5_8

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