Título Strategic Management of the Malaga Brand through Open Innovation: Tourists and Residents’ Perception
Autores Cruz-Ruiz E. , de la Cruz E.R.-R. , Zamarreño-Aramendia G. , CRISTÓFOL RODRÍGUEZ, FRANCISCO JAVIER
Publicación externa Si
Medio Journal of Open Innovation: Technology, Market, and Complexity
Alcance Article
Naturaleza Científica
Cuartil SJR 1
Impacto SJR 0.736
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85123779515&doi=10.3390%2fjoitmc8010028&partnerID=40&md5=40bdee388f77da06933d55df74d4dea3
Fecha de publicacion 01/01/2022
Scopus Id 2-s2.0-85123779515
DOI 10.3390/joitmc8010028
Abstract Territory brands are vehicles for transmitting the attributes that identify a geographical setting, they facilitate market positioning and can contribute to generating an opinion that determines the promotion strategies of a place. The investment decisions of both private companies and institutional bodies will be strengthened if residents and tourists’ perception is known, seeking to reconcile the interests of visitors and citizens with the aim of collaborating in the creation of the city’s tourism planning under the principles of sustainability, open innovation and co-creation of value. The methodology used for this research focuses on an empirical study, for which a sample of 780 individuals was designed so that the Malaga brand was subjected to analysis with criteria of innovative opportunity, applying constructs that were measured with existing and proven scales. The results allow us to identify that the Malaga brand is being built and managed on the basis of the cultural projection of the city and its image attributes. The ratings of tourists and residents will serve as a basis for improving the management of Malaga as a tourist destination by the institutions involved, taking into account the interest of open innovation. The conclusions of the research can be extrapolated to other geographical environments with similar levels of tourism development. © 2022 by the authors. Licensee MDPI, Basel, Switzerland.
Palabras clave City branding; Open innovation; Place branding; Stakeholder management; Sustainability
Miembros de la Universidad Loyola

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