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Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)

Author

Listed:
  • Elena Cruz Ruiz

    (Department of Economics and Business Administration, University Malaga, 29013 Malaga, Spain)

  • Elena Ruiz Romero De la Cruz

    (Department of Theory and Economic History, University Malaga, 29013 Malaga, Spain)

  • Francisco J. Calderón Vázquez

    (Department of Applied Economics, University Malaga, 29013 Malaga, Spain)

Abstract

A brand can turn a geographical location into a landmark and influences the tourist planification of a city. Although the world tourist sector recognizes Malaga as The Coast of Sun, this analysis also reveals several more elements, which should be substantiated if a rebranding is carried out. If the brand is well managed, the residents’ perspective must be taken into account. Avoiding the seasonality and keeping the destination in the future will allow the sustainable development of the tourism in the city of Malaga. In order to achieve the goals set in this research, a descriptive methodology has been used. This study has been carried out using a questionnaire in which 1230 residents have participated. Indeed, the results show that Malaga brand is being built under the concept of culture and that some attributes are vital for the territory’s image. This encourages economic growth and hence employment. This paper offers important implications to both public and private institutions insofar as they promote tourism campaigns.

Suggested Citation

  • Elena Cruz Ruiz & Elena Ruiz Romero De la Cruz & Francisco J. Calderón Vázquez, 2019. "Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)," Sustainability, MDPI, vol. 11(1), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:1:p:292-:d:195859
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    References listed on IDEAS

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    Cited by:

    1. Filippo Bazzanella, 2019. "Perceptions and Role of Tourist Destination Residents Compared to Other Event Stakeholders in a Small-Scale Sports Event. The Case of the FIS World Junior Alpine Ski Championships 2019 in Val di Fassa," Sustainability, MDPI, vol. 11(24), pages 1-28, December.
    2. Yuzong Zhao & Xiaotian Cui & Yongrui Guo, 2022. "Residents’ Engagement Behavior in Destination Branding," Sustainability, MDPI, vol. 14(10), pages 1-15, May.

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