Year: 2022
Type: article
Study design: Observational Study
Abstract: When promoting tourism in a locality, it is advisable to previously create a brand‑personality. This research focuses on Ambato in order to find a brand with which to transmit an image that allows it to promote itself. A questionnaire was provided to more than 300 people to find out their beliefs and knowledge about the city and the people of Ambato. The objective was to find the basic components with which to create an Ambato brand. The results describe various elements with which to identify the city. Differences are found in the image that visitors and residents have of the city of Ambato based on gender, age, purchasing power and origin (from inside or outside Ambato). It is concluded that it is not possible to speak of a single Ambato brand, but that the different types of citizens must be taken into account in order to create a heterogeneous and genuine brand.
Authors: Universidad Técnica de Ambato (Ecuador), Jorge Adriano Morocho-Belmuda, Álvaro Jiménez Sánchez, Universidad de Valladolid (España), Reinier Barrios-Mesa
Institutions: Universidad Técnica de Ambato, Universidad de Valladolid
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4286728539