Fonte: Turismo y Sociedad; Vol 21 (2017): Julio-Diciembre; 145-164
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Resumo: This paper presents a first breakthrough in the design of the Rodadero Brand with its slogan“Mágico Destino”, in which management and communication approaches are applied. For this, the perception of image, expressed by tourists, residents and businessmen was analysed; improvement measures are proposed; the attributes of the target are identified and the differentiation, vision, invention and dynamism, semiotics are defined. The research is a social and mixed type case study, given that the information collected is secondary and primary through surveys 17 variables were analysed and categorized as functional and intangible. The results present a negative evaluation of the structural variables by the actors, which could infer that they are attributed to the investment and control of the government while the psychological or intangible variables are at the reach of the entrepreneurs and residents. Thereby, all actors require improvement measures, but especially the public administration.This analysis also allowed to identify the attributes that differentiate it: environmental, social, cultural, sporting, scientific, international development, due to the combination between the own of the territory and the Sectorial Technical Standards of Tourism.
