The Eco-Touristic Attraction for the Brand Guadalajara, Mexico: The Case of Barranca del Rio Santiago

The Eco-Touristic Attraction for the Brand Guadalajara, Mexico: The Case of Barranca del Rio Santiago

José G. Vargas-Hernández (University Center for Economic and Managerial Sciences, University of Guadalajara, Mexico), Jovanna Nathalie Cervantes-Guzman (University Center for Economic and Managerial Sciences, University of Guadalajara, Mexico) and Elba Lizbeth García Guerra (University Center for Economic and Managerial Sciences, University of Guadalajara, Mexico)
DOI: 10.4018/978-1-7998-2603-3.ch014
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The main purpose of this research is to show if the Barranca del Rio Santiago is a tourist attraction and ecotourism to be included in the Guadalajara brand, focused on national tourism. In the research, 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, which is very little known 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).

Key Terms in this Chapter

Guadalajara: Guadalajara is the name of the capital of Jalisco. It means 'river of stones', 'river that runs between stones', or 'valley of fortresses'. It comes from the Arabic ???? ??????? (wadi al-?iyara), which can be translated as 'valley of stone'.

Ecotourism: or ecological tourism is the tourist activity that develops without altering the balance of the environment and avoiding the damage to nature. It is a trend that seeks to make the tourism industry compatible with ecology.

Barranca del Río Santiago: Is a long-standing nature interaction space, has constituted border, edge, meeting place. As of October 2004, it is declared Municipal Area of Hydrological Protection “Barranca del Río Santiago”. The area has a total of 17729.91 hectares.

Protected Natural Area: Protected natural area (ANP) is a portion of territory (terrestrial or aquatic) whose purpose is to conserve the representative biodiversity of the ecosystems to ensure the balance and continuity of the evolutionary and ecological processes and whose characteristics have not been essentially modified.

Brand Guadalajara Guadalajara: The brand “Guadalajara, Guadalajara”, which is in a stage of positioning in order to know the activities that have been done in terms of promotion and growth of cultural identity and its tourist vocation of the city. The territory is not only a place or a physical space, it is the surface where the natural and social processes are developed, because there interact the agents and interest groups, the people who create political, economic and social relations.

City Brand: A city brand is the name of the city to which a series of unique and exclusive attributes are associated by which it is possible to identify, recognize and differentiate said city from others.

Place Branding: Is the process of promoting images specifically selected in order to establish a favorable reputation that serves as a tourist attraction.

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