Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia as a study case / Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d'Índies (Colòmbia) com a cas d'estudi.

Identifier:  TDX:3381

Handle: https://hdl.handle.net/20.500.11797/TDX3381

Authors:  Bassols Gardella, Narcís

Abstract:
The present dissertation intends to unveil some of the dynamics and processes found in multifaceted destinations. Two broad conceptual areas are considered in order to conceptualize and analyse the issues found in such places: destination making and destination management. Specifically, the destination studied is Cartagena de Indias, on the Caribbean coast of Colombia, a place boasting sun and sand as well as built heritage, hence a ‘multifaceted destination’. The methodology applied is Case Research Theory and the field work consisted of observation, archival research, a questionnaire and semi-structured interviews with the ‘expert’ stakeholders in the destination. Qualitative methodologies were preferred as these allow for deep insights into dynamics and processes, The results show a destination that was produced in an organic way, both in terms of heritage as well as sun and sand. This was combined with hard elitist, top-down processes which resulted in brand disengagement and disagreements from the side of the stakeholders. Therefore, Cartagena de Indias is an intrinsically difficult place to manage.