Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)

Elena Cruz Ruiz, Elena Ruiz Romero De la Cruz and Francisco Calderon Vazquez
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Elena Cruz Ruiz: Department of Economics and Business Administration, University Malaga, 29013 Malaga, Spain
Elena Ruiz Romero De la Cruz: Department of Theory and Economic History, University Malaga, 29013 Malaga, Spain

Sustainability, 2019, vol. 11, issue 1, 1-16

Abstract: A brand can turn a geographical location into a landmark and influences the tourist planification of a city. Although the world tourist sector recognizes Malaga as The Coast of Sun, this analysis also reveals several more elements, which should be substantiated if a rebranding is carried out. If the brand is well managed, the residents’ perspective must be taken into account. Avoiding the seasonality and keeping the destination in the future will allow the sustainable development of the tourism in the city of Malaga. In order to achieve the goals set in this research, a descriptive methodology has been used. This study has been carried out using a questionnaire in which 1230 residents have participated. Indeed, the results show that Malaga brand is being built under the concept of culture and that some attributes are vital for the territory’s image. This encourages economic growth and hence employment. This paper offers important implications to both public and private institutions insofar as they promote tourism campaigns.

Keywords: territory brand; residents’ perception; city brand identity; Malaga tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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