La marca país como factor clave del turismoRevisión de las escalas de medición

  1. Laura Juárez Postigo 1
  2. Mª Francisca Blasco López 2
  3. Jose Antonio Blázquez Jimenez 1
  1. 1 Universidad Europea de Madrid
    info

    Universidad Europea de Madrid

    Madrid, España

    ROR https://ror.org/04dp46240

  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
TURYDES: Revista sobre Turismo y Desarrollo local sostenible

ISSN: 1988-5261

Año de publicación: 2015

Volumen: 8

Número: 19

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: TURYDES: Revista sobre Turismo y Desarrollo local sostenible

Resumen

Este artículo pretende destacar la importancia de la Marca País como herramienta fundamental en los mercados internacionales, el concepto surge de la necesidad de los diferentes sectores empresariales y gobiernos para generar una identidad propia, dentro de un mundo globalizado que obliga a diferenciarse para aumentar las exportaciones, las inversiones y el turismo de un país. De este modo, y a partir de la revisión bibliográfica, se pretende conocer las diferentes perspectivas de aproximación conceptual a la idea de Marca País, tanto la utilización del término como las referencias básicas al mismo. Por último se aborda el estudio de las diferentes escalas que se utilizan para su medición y, de esta forma, determinar el peso de ciertos factores en el que la Marca País juega un papel estratégico principal, y en cuáles de ellas el factor turismo se incluye como una dimensión relevante a considerar, que será decisiva en la evaluación final de la Marca País.

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