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.
Highlights
The Mediterranean cities constitute a geographical space in which tourism represents a source of income for their economies.We have taken the city of Malaga as a reference due to the regeneration process of the brand that is under way
We focus on the fundamental aspects for the research; the questions related to the residents’ perception of the Malaga brand
The current tourism model has been called into question from various points of view
Summary
The Mediterranean cities constitute a geographical space in which tourism represents a source of income for their economies. We have taken the city of Malaga as a reference due to the regeneration process of the brand that is under way. As can be seen, is a municipality and the capital of the Province of Malaga, in the Autonomous Community of Andalusia, Spain. Malaga is the fifth most populated city in Spain. It is located in the south of the Iberian Peninsula, in a privileged spot. The city covers 398.25 square kilometers and has a population of almost 571,069 inhabitants, almost a million people live in the metropolitan area
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