RT Journal Article
T1 Strategic Management of the Malaga Brand through Open Innovation: Tourists and Residents’ perception
A1 Cruz-Ruiz, Elena de los Reyes
A1 Ruiz-Romero-de-la-Cruz, Elena María
A1 Zamarreño-Aramendia, Gorka
A1 Cristófol Rodríguez, Francisco Javier
K1 Denominaciones de origen
AB Territory brands are vehicles for transmitting the attributes that identify a geographical setting, they facilitate market positioning and can contribute to generating an opinion that determines the promotion strategies of a place. The investment decisions of both private companies and institutional bodies will be strengthened if residents and tourists’ perception is known, seeking to reconcile the interests of visitors and citizens with the aim of collaborating in the creation of the city’s tourism planning under the principles of sustainability, open innovation and co-creation of value. The methodology used for this research focuses on an empirical study, for which a sample of 780 individuals was designed so that the Malaga brand was subjected to analysis with criteria of innovative opportunity, applying constructs that were measured with existing and proven scales. The results allow us to identify that the Malaga brand is being built and managed on the basis of the cultural projection of the city and its image attributes. The ratings of tourists and residents will serve as a basis for improving the management of Malaga as a tourist destination by the institutions involved, taking into account the interest of open innovation. The conclusions of the research can be extrapolated to other geographical environments with similar levels of tourism development.
PB MDPI
SN 2199-8531
YR 2022
FD 2022
LK https://hdl.handle.net/10630/33354
UL https://hdl.handle.net/10630/33354
LA spa
NO Cruz-Ruiz, E., Ruiz-Romero de la Cruz, E., Zamarreño-Aramendia, Gorka., Cristòfol, F.J. (2022)  Strategic Management of the Malaga Brand through Open Innovation: Tourists and Residents’ Perception, Journal of Open Innovation: Technology, Market, and Complexity, 8, 1
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026