Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/134786
Title: Hacia una marca territorial contra la despoblación en Sahagún (León, España). Enfoque desde el turismo sostenible y valores vernáculos
Author: Torres Reynoso, Jose Oliver
Tutor: Grünig Iribarren, Silvia
Keywords: depopulation
place branding
sustainable tourism
vernacular values
local economic revitalization
Issue Date: 20-Sep-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The objective of this work is to create place branding guidelines applicable to Sahagún to boost sustainable tourism as a long-term urban tool to alleviate depopulation. For this, a theoretical review of four elements necessary to achieve the objective is carried out: depopulation, sustainable tourism, vernacular values and the place branding. As empirical research, in-depth interviews have been conducted with the actors in charge of organizing Sahagún tourism to understand their opinion; and, based on this, propose the place branding guidelines. This work concludes with place branding guidelines, which may be applicable to the municipality by those responsible for tourism management, and a deliverable available to anyone. The guidelines have been four lines of action organized according to general and specific objectives and actions to achieve them: context (depopulation), objective, management, and components of place branding. In addition, a separation is established by data obtained from the spontaneous knowledge of the interviewees and the knowledge suggested by the author based on the contributions of the theoretical framework.
Language: Spanish
URI: http://hdl.handle.net/10609/134786
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