CITY BRANDING: MARCA CIUDAD DE LOJA. CON ENFOQUE DEL MARKETING SEMIÓTICO Y ANTROPOLOGÍA DEL CONSUMO.

Abstract

In a world where everything runs around globalization and new technologies, the various places directly or indirectly are competing for a stake in the minds of consumers. Although cities are centers of investment in each country, and thanks to the interconnectedness of the world, cities become centers of competition between them to attract the attention of tourists and investors to generate better economic opportunities. The importance of this research is to promote the development of the city of Loja as a tourist destination. With the promotion of the city you can create a city brand positioning in the long term in the region and the country. And it is expected to attract more people to this city. This initiative hopes to create a deep analysis of the attributes of Loja to form the city brand needed to stimulate Loja as a tourist destination.