Tourism and Destination Positioning Through Territorial Branding

Abstract

Purpose The purpose is to examine how a territorial brand positions a tourism destination. Design/methodology/approach The strategy used a case study using a qualitative approach. Findings/Conclusion The results highlight the use of the territorial brand and scope-creating local events in urban areas. Studying the territorial brand in the context of cultural studies also extends to the study of tourism. Research limitations The study's shortcoming was that it was limited to cities in the interior. We propose broadening the study to include the realities of other small towns. Practical and Theoretical Implications The contributions address the complexity of the investigated themes, destination branding, place branding, and territorial brand. Originality There are certain places, such as Brazil, where the brand of the place is still embryonic. The territorial brand led from the feeling of local belonging. The reality of the city of Pelotas can reflect the existence of other territorial brands, and this study contributes to exposing this.