Marketing strategies of heritage cities as tourism destinations:study case of spanish Toledo's 30o anniversary .

Marta Rico Jerez, María Concepción Parra-Meroño, Miguel Ángel Beltrán-Bueno

Abstract


Toledo enjoys a historic-artistic environment where one can appreciate how Muslims, Jews, and Christians would coexist in harmony for centuries. Therefore, the city was recognized as World Heritage Site by UNESCO on Nov. 26, 1986.

Toledo’s City Council recently celebrated the 30th anniversary of this award, by organizing an agenda of diverse events for the past year, many of them of different nature, but with a common goal: the joint promotion of local gastronomy, culture, leisure, and religion.

This promotion was based on a series of tourism marketing strategies focused on communication, and brand. Simultaneously, these strategies positioned the Imperial City as an overnight tourism destination, something which has been a long-standing concern in this city due to its proximity to Madrid. 


Keywords


Tourism marketing, tourism destinations, heritage cities, Toledo 30o anniversary

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