Bibliographic citations
Alfaro, K., (2017). La identidad visual y su influencia en la imagen percibida de marca destino del Complejo Turístico Baños del Inca en el año 2016 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/11233
Alfaro, K., La identidad visual y su influencia en la imagen percibida de marca destino del Complejo Turístico Baños del Inca en el año 2016 [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/11233
@misc{sunedu/3011833,
title = "La identidad visual y su influencia en la imagen percibida de marca destino del Complejo Turístico Baños del Inca en el año 2016",
author = "Alfaro Gonzales, Katiushca Milagros",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT The Complejo Turístico Baños del Inca is one of the main attractions of Cajamarca, due to the fact that it represents an important part of the history of Peru and, mainly, that it has different services that include natural thermal baths. This is why, throughout the year, a large number of visitors come to its facilities, both local, national and international. Given that the visual identity is the graphic part that provides the necessary support for the representation, identification and differentiation of a place or tourist destination; Also, it is an essential aspect of the corporate identity and, consequently, of the brand image because it has a determining function in its formation. On the other hand, a tourist brand or destination brand is one that identifies a tourist place and allows differentiating it from other places or tourist destinations; But that, above all, has an emotive and significant load given by the visitors. In this sense, the present investigation presents an analysis of the influence exerted by the management of the visual identity in the formation of the target brand image of CTBI during 2016. Starting with the execution of an observation sheet on the visual aspect of the CTBI's identity and, subsequently, the application of a survey to a sample of 200 visitors, in order to collect their perception of the CTBI brand. In conclusion, although "Los Baños del Inca" is considered the First Wonder of Peru and has all the potential characteristics to form as a destination brand in the public mind, there are still many deficiencies that do not allow it to reach that position. Therefore, in order to be able to position itself as a destination brand, that is to say, it is recognized as a tourist place with added value and, being even more ambitious, can become a lovemark, it is necessary that its visual identity Manage professionally and give greater importance to the role it plays.
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