La Gestión de las marcas de destino y de territorio desde la perspectiva de las relaciones públicas

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José Fernández-Cavia
Assumpció Huertas
The management of destination branding and place branding is a relatively new concept, the development of which has mainly been based on theoretical marketing considerations. Despite this, these brands and their operational management can now be more suitably based on public relations, among other reasons because places are not products marked by commercial interests alone and because they involve a variety of publics. This paper highlights the preponderance of marketing in destination-brand and place-brand
management: indeed, professionals lack training in public relations, few destinations have
communication plans, and such plans are mainly focused on tourists, addressing very few
other target groups. Consequently, a theoretical change is required in these concepts and
their management from the public relations perspective to achieve a more comprehensive,
fairer, more participatory and more sustainable place development.

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How to Cite
Fernández-Cavia, José; and Huertas, Assumpció. “La Gestión de las marcas de destino y de territorio desde la perspectiva de las relaciones públicas”. Comunicació: revista de recerca i d’anàlisi, vol.VOL 31, no. 1, pp. 9-26, https://raco.cat/index.php/Comunicacio/article/view/278752.