2026-05-31T20:56:51Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/335062026-02-03T11:00:14Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc Cruz-Ruiz, Elena de los Reyes author Ruiz-Romero-de-la-Cruz, Elena María author Calderón-Vázquez, Francisco José author 2019-01-08 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. Ruiz, Elena Cruz, Elena Ruiz Romero De la Cruz, and Francisco J. Calderón Vázquez. 2019. "Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)" Sustainability 11, no. 1: 292. https://doi.org/10.3390/su11010292 https://hdl.handle.net/10630/33506 10.3390/su11010292 Turismo - Opinión pública - Málaga Gentrificación Sustainable Tourism and Residents Perception towards the Brand: The Case of Malaga (Spain). Sustainability.