Marca Ciudad Sullana: Oportunidad y retos en Piura, Perú

Apaza Panca Cynthia Milagros, Moreno Quispe Luz Arelis, Varela Lescano Liliana Elizabeth, Távara Ramos Anthony Paul

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

3 Citas (Scopus)

Resumen

Currently, city branding identifies the values of a city, as well as strengthens the identity with the physical aspect, creating a social image, generating benefits in business optics, tourism policies, and urban destination management. The objective of the study is to know the perception of Sullana’s image for the construction of a city brand. The research is descriptive, non-experimental, field and cross-sectional with a quantitative approach. A simple random probability sampling was chosen, and the sample consisted of 385 residents of the province of Sullana-Peru. The study identified the main square of Sullana with 28.6%, the Chira River with 25.7%, and the Sullana Mother Church with 20.5% as significant elements. Likewise, 42.3% associate the province as a welcoming city, 30.4% to its tourist sites and 25.7% to its gastronomy. “The pearl of the Chira” is the phrase that identifies the province according to the opinion of the participants. Among the attributes perceived are gastronomy (85.5%); traditions, customs and dances (79.2%); nature (75.3%), and as an exporting city 85.2%.

Título traducido de la contribuciónSullana City Brand: Opportunity and challenges in Piura, Peru
Idioma originalEspañol
Páginas (desde-hasta)336-349
Número de páginas14
PublicaciónRevista de Ciencias Sociales
Volumen28
N.º2
DOI
EstadoPublicada - 2022

Palabras clave

  • Attributes
  • City branding
  • City image
  • Perception
  • Tourist attractions

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