Bibliographic citations
Chuqui, W., Maldonado, J., Dávila, E. (2020). Plan estratégico para el desarrollo de la marca ciudad de Lima y su lanzamiento durante los Juegos Panamericanos Lima 2019 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15584
Chuqui, W., Maldonado, J., Dávila, E. Plan estratégico para el desarrollo de la marca ciudad de Lima y su lanzamiento durante los Juegos Panamericanos Lima 2019 []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/15584
@mastersthesis{sunedu/2653686,
title = "Plan estratégico para el desarrollo de la marca ciudad de Lima y su lanzamiento durante los Juegos Panamericanos Lima 2019",
author = "Dávila Bao, Edson Ernesto",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
Tourism index worldwide are increasing year after year (UNWTO, 2018), and with it the competition among cities around the world to attract tourists. To stand out among the sea of possibilities, some cities have used the tools of the commercial world to create a city brand concept that allows the development of the image they project in the minds of its inhabitants and visitors. This trend has been applied in several cities of the Latin American region. Currently, no city in Peru has a city brand developed and professionally driven under the focus of a strategic marketing plan. The plan proposed here suggests that the city of Lima should respond to this challenge with a renewed image with its own identity and coherent communication based on its main differential attributes: the gastronomic, the historical, the cultural, and the entertaining. This Strategic Marketing Plan aims for Lima the main tourist destination in the Latin American region. For this, the main objective of the plan will be to create the Lima City Brand and its launch during the realization of the XVIII Pan American Games and VI Parapan American Games. This sporting event, the highest in the Americas, where the bulk of tourists who visit Lima and Peru come from, will take place between July and August 2019 in the Peruvian capital. The success of the proposal will revolve around the generation of an emotional bond of identity and belonging by the inhabitants of the city, as well as the presentation of a new image of Lima to visitors from different parts of the world.
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