Elaboración de un plan de marketing city para potenciar la imagen de marca de la ciudad de Pasaje.

Abstract

The purpose of this work is to establish city marketing strategies to strengthen the brand identity of Cantón Pasaje and increase the influx of national tourists. The present investigation exposes a study by means of the quantitative method with transversal character, allowing to gather information regarding the attractions of the city of Passage through the application of surveys to the population. According to the investigation it is determined that the passengers do not recognize the brand image of the city, in addition the media and advertising tactics were determined to enhance the attributes by increasing the notoriety of the brand at local and national level to boost domestic tourism.