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Shopping resorts as vehicles of city marketing: the case of Puerto Venecia

Author

Listed:
  • Rafael Bravo

    (University of Zaragoza)

  • Iguácel Melero-Polo

    (University of Zaragoza)

  • Raúl López-Pérez

    (University of Zaragoza)

Abstract

In this paper, we analyze the case of the shopping resort Puerto Venecia, located in Zaragoza, Spain. As a precursor for creating value for a city, shopping malls have not frequently been considered in the literature of city branding. However, they may constitute an important source of value creation because they can contribute to improving the area for its residents; can be an important focus of attraction for tourists, businesses, and investments from the outside; and can differentiate the city offering from competing cities. This case study evidences that Puerto Venecia has made a great contribution to the city of Zaragoza in terms of tourism, income, and services for its residents. The paper collects different data sources through a satisfaction survey aimed at visitors, reports, communications, and meetings with managers to show the key aspects of the shopping resort in order to create value.

Suggested Citation

  • Rafael Bravo & Iguácel Melero-Polo & Raúl López-Pérez, 2020. "Shopping resorts as vehicles of city marketing: the case of Puerto Venecia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(2), pages 187-194, June.
    • Handle: RePEc:pal:pbapdi:v:16:y:2020:i:2:d:10.1057_s41254-019-00145-3
    DOI: 10.1057/s41254-019-00145-3
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    References listed on IDEAS

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    1. Cathy Hart & Andrew M. Farrell & Grazyna Stachow & Gary Reed & John W. Cadogan, 2007. "Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence," The Service Industries Journal, Taylor & Francis Journals, vol. 27(5), pages 583-604, July.
    2. De Nisco, Alessandro & Warnaby, Gary, 2014. "Urban design and tenant variety influences on consumers' emotions and approach behavior," Journal of Business Research, Elsevier, vol. 67(2), pages 211-217.
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