Marca Cabo Verde. Aproximación al reciente posicionamiento del país a través de su identidad turística
Abstract
Since the beginning of the 21st century, Cape Verde has had an annual growth of 17.5% of tourist arrivals, which in turn, has established the country as a strategic emerging destination. As a result, of this, in 2010 the Ministry of Tourism attempted to develop a marketing strategy for the destination. A critical and reflective analysis anchored by a SWOT Analysis based on both, the creation of the visual identity as well as the actions undertaken in the National Strategic Plan for Tourism Development concluded that the visual identity selected by authorities lack the fundamental authentic characteristics necessary to position Brand Cape Verde as a differentiated and unique visual identity.
Keywords
Brand Cape Verde, tourism identity, destination branding, experiential brandReferences
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