Faculties and centres
Image and Brand Management of Cultural Tourism Destinations is a theoretical and practical subject, aimed at understanding how corporate values of a destination can affect the management of the image in the binomial between tourism and culture. Although cultural attractions and heritage resources are usually taken into account by almost all tourist destinations, their strategic settlement has a series of consequences on promotional approaches and the relationship with other tourist products. The approach to the different dimensions of culture and its relationship with other classic products (such as popular festivals or gastronomy) will be, in the field of branding, key aspects to be worked on, from the foundations of corporate communication to the study of paradigmatic cases and how they are assumed from urban and/or holiday destinations.
- Identify factors and methodologies conducive to the design of image and brand of cultural tourism destinations
- Interpreting different cases of design and brand image management in cultural tourism destinations
- Develop proposals for image and branding of cultural tourism destinations leading to the enhancement of these resources