Abstract

CARBACHE MORA, César Arturo; DELGADO CAICEDO, Yoselin Liceth  and  VILLACIS ZAMBRANO, Lilia Moncerrate. Influences of experential marketing to position the city brand in Bahía de Caráquez. Investigación y Negocios [online]. 2020, vol.13, n.22, pp.33-42. ISSN 2521-2737.

Abstract In the current moments in the midst of the globalized society the customers or consumers no longer seek to be satisfied by the benefits of the products or well served in the services, what they want is to be surprised, excited based on memorable, creative and convincing experiences. The experiential marketing new trend in the management of experiences or "Customer Experience Management" has tools that can be applied in the construction of a city brand. Massively visited cities, which differs from the others, are characterized by offering more than connectivity, accessibility, security, identity, values, functionality, efficiency in generating emotions, sensations that leave memorable experiences. Traditionally, the concept of city branding or city brand has been studied from the point of view of the urban or economic sphere. Currently the city does not have a positioning as a brand, generating a low level of visits by tourists. This research has the objective of making a proposal to create a city brand of Bahía de Caráquez and design advertising strategies based on emotions, sensations pursued by experiential marketing. Descriptive observation and statistical methods were used, among the tools used is the scientific reading as a reference to assess city brand attributes and structured survey. Among the main results was that the best strength of Bahia is in its people with 56%, 75% prefer Bahia as a city of tourist activity and 35.7% said that the image of the city should be created.

Keywords : Experiential marketing; emotions; positioning; city brand.

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