Prácticas Asociacionistas como estrategias de revitalización de la imagen de marca de un distrito turístico cultural. Caso de Barrio de Las Letras en Madrid y Barrio Italia en Santiago de Chile

Abstract

To build and develop the brand image of a tourist destination, it is essential to contem- plate the collaboration of all the stakeholders that operate in that destination. Based on traditions and cultural heritage, small businesses can transform urban spaces with a di-rect impact on the performance of the organizations in that space, creating an identifying mark and turning those spaces into “districts-destination” This research aims to analyze the role of collaboration among small entrepreneurs in the creation of a tourism destination brand, making a comparative study of Las Letras District (Madrid) and Italia District (Santiago of Chile). In order to achieve the objectives, we have obtained data on the cultural, commercial and tourist offer in these districts. The results show that the brands get the identification of “historic districts”, represent an expectation of resources to find and give a value of singularity to the districts.