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tourism
but
also
economic,
socio-political
and
historical
Destino
A major stream of publications has dealt with the issue of destination branding:
treating places as brands for their benefits to tourism development. (Ashworth,
Kavaratzis. 2009, p.2)
Decorously, the form of geographical entity does not limit the scope of
destination branding provided a direct association with tourism is established
(Hanna y Rowley, 2007. p.64)
The content analysis of paper titles and abstracts affirmed that the term
Destination is used predominantly in the tourism literature (). (Hanna y
Rowley, 2007. p.69)
Lugar
Place is a nation-state, a geopolitical physical space; a region or state; a
cultural, historical or ethic bounded location; a central city and its surrounding
populations; a market with various definable attributes; an industrys home
base and a clustering of like-industries and their supplier; a psychological
attribute of relations between people (Kotler et al, 2002. p.4).
marketing may assist in all aspects of urban development increasing the
places attractiveness not only for visitors but many more target groups and
place audiences, starting with its own residents. (Kavaratzis, 2008. p.162)
The fact is, however, that cities are not only tourism destinations, and focusing
the marketing effort on attracting visitors is not only dangerously limiting the
effectiveness of marketing but also the places character itself. By focusing
exclusively on marketing, the place for tourism, the form and, more
importantly, its spirit, acquire a meaning which is not necessarily the
aspirations of residents. (Kavaratzis, 2008. p.162)
Everything is done in the name of the inhabitants and it is their resources that
finance any place marketing programme. Local entrepreneurs and small
businesses should also be a vital concern, as in many cases they are the
economic engines of the place. (Kavaratzis, 2008. p.162)
Marketing
the practice of place marketing has developed through discrete phases over
time; phases that differ in the general approach towards marketing as well as
their level of refinement.(Kavaratzis y Ashworth, 2008. p.154)
These can be grouped into three broadly delimited stages which have not
followed a strict timeline, nor have involved geographical distinctiveness. The
progress from one stage to the next was more a result of growing
leisure societies
residential suburb which had to be invented and then sustained by the
marketing
selling the industrial place
social
marketing,non-profit
marketingandstrategic
marketing
4. Changes in the priorities and preoccupations of planning that made place
marketing seem desirable
Place
marketing
practice
evolved
in
parallel
with
the
emergence
of
heavily on the images of places, which is the subject of study in the former;
and both are interested in how place images can be used in marketing the
places themselves and/or the products that are associated with them.
(Papadopoulos, 2004. p.37)
Place marketing as place management
not only recognises the existence of competition; it responds by discovering or
creating uniqueness in order to improve the competitive position of the place
marketed. (Kavaratzis y Ashworth, 2009. p.154)
place brands are most usefully viewed as metaphorical entities that are largely
mental representations which may be positively or negatively valenced. (Pryor
y Grossbart, 2007. p.4)
Branding
A brand is an impression perceived in a clients mind of a product or a service.
It is the sum of all tangible and intangible elements, which makes the selection
unique. (Rainistro, 2009. p.6)
Place branding is defined as 'the practice of applying brand strategy and other
marketing techniques and disciplines to the economic, political and cultural
development
of
cities,
regions
and
countries'
(http://www.palgrave-
activities, designed to shape the place and its future. (Kavaratzis y Ashworth,
2005. p.507)
Of particular relevance to place branding in this vain is the conceptualisation of
the brand as something that consumers can have a relationship with.
(Ashworth, Kavaratzis. 2009, p.3)
() three different sorts of place branding () The first is geographical
nomenclature, the second product-place co-branding and the third branding as
place management. (Kavaratzis, 2005, p.334)
Place branding is the management of place image through strategic innovation
and
coordinated economic, commercial, social, cultural, and government policy.
Competitive identity (CI) is the term to describe the synthesis of brand
management
with public diplomacy and with trade, investments, tourism and export
promotion.
(Simon Anholt, Competitive Identity, 2007 citado en Rainistro, 2009. p.7)
to
the
growing
importance
of
the
cultural,
leisure
and
Imagen
Cultura popular
Two previously dominant but antagonistic ways of thinking about popular
culture. The first tradition viewed popular cultura as a culture imposed by the
capitalist culture industries (). This is popular culture as structure. The
second tradition saw popular culture as a culture spontaneously emerging from
below; an authentic folk, working-class or subculture (). This is popular
culture as agency. From the perspective of the cultural studies appropriation
() [is] a compromise equilibrium between the two; a contradictory mix of
forces. (Storey, 2003. p.4)
un accionar esttico vinculado a la cotidianidad. Lo anterior lo denominamos
manifestaciones informales del arte. (Silva, 1985, p.124)
() el arte informal urbano, al que estoy refirindome, tendra de especfico el
no ser mercanca ()ni tampoco est sujeta a algn propsito distinto al de ser
manifiesta presencia: sus expresiones estn ah, se realizan porque as tiene
que ser. Otra cosa es que al estudiarse e intentar sistematizarlas en alguna
direccin, se les pueda concebir
una coherencia y una sistematicidad () (Silva, 1985, p.126)
En las ciudades tercermundistas, quiz por sus "revolturas", por la
improvisacin diaria, por la ausencia de cdigos precisos y severos en la
organizacin de sus espacios y actividades, quiz por todo ello, creemos que se
pueda vivir ms cerca de la experiencia creativa en el quehacer cotidiano.
(Silva, 1985, p.140)
En nuestra reflexin lo esttico est vinculado a la manifestacin de mitologas
colectivas, una direccin utpica en la que, ciertamente, lo popular ha cobrado
gran presencia y que el preguntarnos las razones para tal evidencia creemos,