Imaginarios sociales de los habitantes del centro histórico de Usaquén, Bogotá, como lugar turístico contemporáneo. Colombia

Rozo, Edna

doi:10.2307/j.ctv1k03p64.7

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“…The tourism typologies listed further above have been pushed organically by the market as well as by the local DMO authority, a public agency called Instituto Distrital de Turismo (IDT for short), which was set up in 2007. Rozo (2019) states however that, since IDT’s creation, the city’s promotional image has been chiefly centered on culture.…”

Section: Context: Three Cities and Their Destination Brands In Colomb...mentioning

confidence: 99%

Place attributes and company names: an empirical and conceptual study into public branding and business strategies

Bassols i Gardella,

Acevedo,

Orjuela Martínez

2023

JPMD

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Purpose This research finds out to what extent companies’ names are influenced by the place’s attributes versus the official branding policies of a place and, consequently, whether and how local companies “buy into” the place’s strategies put forth by official bodies. Design/methodology/approach This paper is both conceptual and empirical, as a mixed quantitative and interpretive approach is used. The companies’ names of a tourist industry (the tour and guiding companies) in three destinations are compared and pitched against the branding of these cities. The companies' names are classified into categories to ascertain whether they reflect (or diverge from) the official strategies. Finally, a conceptual model is developed to explain the findings: the strategic naming model (SNM). Findings Our main finding is that the overall business features of a place being stronger determinants to the naming strategies than tourist destination branding initiatives. The intrinsic features of a place seem thus to be “above” destination branding policies. The researched features account for different naming strategies, such as highly original names, flat names or non-strategic names. Research limitations/implications As the work is based on a convenience sample, it cannot claim strong representativity. The fact that each of the three data sets was processed by a different researcher might bring up personal biases. Practical implications This work is a call for a more intensive use of naming strategies to the companies’ advantages, as naming is found out to be strategy used to a very low degree. Thanks to this research, companies will understand the different naming possibilities and be able to apply them to their strategies by choosing names which express “uniqueness” or “belonging”. Practitioners will also be aware of whether they are communicating towards the industry or towards the market. Originality/value No works were found that empirically pursue our research goals. Therefore, this research might be considered as a novelty. The proposed SNM model explains and relates the most usual company naming techniques, which were unrelated up to date.

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Section: Context: Three Cities and Their Destination Brands In Colomb...mentioning

confidence: 99%

Place attributes and company names: an empirical and conceptual study into public branding and business strategies

Bassols i Gardella,

Acevedo,

Orjuela Martínez

2023

JPMD

View full text Add to dashboard Cite

show abstract

Imaginarios sociales de los habitantes del centro histórico de Usaquén, Bogotá, como lugar turístico contemporáneo. Colombia

Cited by 1 publication

References 0 publications

Place attributes and company names: an empirical and conceptual study into public branding and business strategies

Place attributes and company names: an empirical and conceptual study into public branding and business strategies

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