Co-creating a city brand image based on cultural identity: the case of Cali and the Salsa music and dance scene

Purpose This paper explores Salsa co-creation processes in the city of Cali, Colombia. The purpose of this paper is to uncover the processes of bottom-up and top-down place governance at work in the system. This study proposed that these processes are founded on a place-based cultural identity in Cali’s civil society. Design/methodology/approach This research draws on practice and structuration theories to understand how social structures frame place-based cultural identity and takes a social constructivist approach to place making and place branding. Empirical data were collected using a qualitative, multi-method approach, with primary data gathered from interviews with key actors and records of in-situ interactions between tourists and local citizens. Findings Evidence is presented to show how tourists and visitors are attracted to Cali in pursuit of an urban existential authenticity generated through sensory experiences connected to music and dance mediated by interpersonal interactions with local residents. Research limitations/implications Further investigation is needed to gain greater insight into tourists’ motivations, and in addition, a more quantitative approach is required to understand better the range of interpersonal and intrapersonal factors involved. Practical implications Place branding should consider synergies between economics and culture as well as exploring the potential of sensorial interactions to produce emotional place attachment in a range of different stakeholders. Originality/value While place branding research tends to focus on the views and beliefs of stakeholders (cognitive dimension), this investigation takes an approach to the topic based on interpersonal sensorial interactions between visitors and local inhabitants as part of daily life (emotional dimension).