La Barranca del Rio Santiago as Tourist and Eco-Touristic Attraction for the Brand Guadalajara Guadalajara: Focused on National Tourism

La Barranca del Rio Santiago as Tourist and Eco-Touristic Attraction for the Brand Guadalajara Guadalajara: Focused on National Tourism

José G. Vargas-Hernández (University Center for Economic and Managerial Sciences, University of Guadalajara, Mexico) and Jovanna Nathalie Cervantes-Guzman (University Center for Economic and Managerial Sciences, University of Guadalajara, Mexico)
DOI: 10.4018/978-1-7998-0365-2.ch004

Abstract

The main purpose of this chapter is to show if the Barranca del Rio Santiago is a tourist attraction and ecotourism so it could be included in the Guadalajara brand, which is focused on national tourism. The research is exploratory and descriptive in nature. Only the national indicators of the Metropolitan Area of Guadalajara were taken in reference to motivation, what they like most, means by which they arrive at the destination, etc. SECTUR establishes in the latest competitiveness agenda of tourist destinations in Mexico that Guadalajara has a large number of natural destinations, including the Barranca del Río Santiago. This destination has a high ecological, recreational, and landscaping value, largely unknown by the local population, and consequently it can become a new product for the ecotourism sector.
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The Research Problem

The city marketing is an event that has generated debates, because on the one hand it is noted that the commercialization of territories has existed for centuries, and on the other hand, it is maintained that it is a trend that arises from the seventies and eighties (Weapons, 2007). However, we have other authors who comment that “The marketing of city (city marketing) can be defined as an active policy of actions aimed, on the one hand, to identify and determine the needs of its different audiences, real and potential; and another part to develop a series of products and services in the city to meet those needs, creating and enhancing their demand (Rojano & Castilla, 2007).

There are success stories of the brands of cities, for example, I love NY” (Marín, 2010). In Mexico there is currently the brand Visit Mexico (CPTM, 2017), however, Guadalajara wanted to make its own city brand which carries the Guadalajara slogan created in 2016 as an identity element, tool for promotion and positioning of the city de Guadalajara (Social communication, events, government, news, 2016). The creators of the brand were based on the song of Pepe Guízar, since it represents a natural symbol of the city and reinforces emotions and ideas already positioned, with the characteristic choir Guadalajara, Guadalajara. In the same way, the adaptation of the song of the aforementioned composer, in which different styles of music such as mariachi, rock, electronic, jazz and regional music was mixed, also mixed a variety of singers with the intention to integrate all of Mexico (Catellanos, 2015).

An important factor is the intervention of the tourism sector. Troisi defines tourism as the set of temporary transfers of people originated by needs of rest, cure, spiritual or intellectual (Betancourt, 2008). An important factor is to take into account the national tourism which is defined as the tourists that move in the interior of the country do it for vacation reasons, recreation, congresses and conventions, work and/or business, etc. (Portugal, 2008).

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