Skip to main navigation menu Skip to main content Skip to site footer

Vol. 15 No. 1 (2025)
Enero-Junio

Articles

Scenario planning for a destination brand based on Anholt hexagon analysis

https://doi.org/10.19053/uptc.20278306.v15.n1.2025.19186

Published 2025-03-31

  • Cristian Hernández-Gil
    • ,
  • Jaime Andrés Castro-Lozada

Cristian Hernández-Gil
University of the Amazon, Florencia, Colombia image/svg+xml

Jaime Andrés Castro-Lozada
University of the Amazon, Florencia, Colombia

Abstract

The aim of this research was the scenario characterization of the brand destination of a Colombian municipality, based on the analysis and appraisal of the dimensions of Anholt’s Hexagon theory. A cross-sectional quantitative methodology was used, which involved the development of two phases: i) validation of the dimensions of the destination brand through factor analysis and ii) scenario formulation using the SEARCH method. The findings indicate that the territory ought to consider enhancing the dimensions of pre-requirements, presence and pulse, if it wants to get closer to the scenario with the highest likelihood of occurrence called Florencia: where sustainability and peace are breathed. It is concluded that, as a destination, the city needs to promote the identification of symbolisms and strategic activities, thus, through institutional articulation, they can be developed in a planned manner and its positioning may be achieved.

Keywords

development, loyalty, positioning, territory

PDF

Author Biography

Cristian Hernández-Gil

Administrador de Empresas, Magíster en Mercadeo y Ciencias de la Educación.

Jaime Andrés Castro-Lozada

Administrador de Empresas, Magíster en Mercadeo.

References

  1. Abdixhiku, L., Pugh, G., & Hashi, I. (2018). Business tax evasion in transition economies: a crosscountry panel investigation. The European Journal of Comparative Economics, 15 (1), 11-36.
  2. Alenka-Pahor, Ž., & Ksenija, V. (2023): Marketing Strategies in Cross-Border Tourist Destinations: A Literature Review. Academica Turistica, 16 (3), 313-328. https://doi.org/10.26493/2335-4194.16.313-328
  3. Anholt, S. (2003). Branding places and nations. En R. Clifton & J. Simmons. (Eds.), Brands and Branding, 213-226. Londres: Profile Books Ltd.
  4. Anholt, S. (2007). Competitive identity – the new brand management for nations, cities and regions. Hampshire: Palgrave Macmillan.
  5. Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Branding and Public Diplomacy, 6 (1), 1–10.
  6. Bañuls, V. A., & Turoff, M. (2011). Scenario construction via Delphi and cross-impact analysis. Technological Forecasting and Social Change, 78(9), 1579-1602. https://doi.org/10.1016/j.techfore.2011.03.014
  7. Castro-Analuiza, J. C., & Sánchez-Villalba, D. M. (2020). Marca ciudad: naturaleza y alcance desde el hexágono de Anholt. Revista Científica Ecociencia, 7 (3), 1–29. https://doi.org/10.21855/ecociencia.73.322
  8. Confetto, M. G., Conte, F., Palazzo, M., & Siano, A. (2023): Digital destination branding: A framework to define and assess European DMOs practices. Journal of Destination Marketing and Management, 30, 100804. https://doi.org/10.1016/j.jdmm.2023.100804
  9. Departamento Administrativo Nacional de Estadística, DANE. (2022). Sistema Estadístico Nacional - SEN Caquetá – Florencia.
  10. De-San-Eugenio, J., & Ginesta, X. (2020). “El branding territorial ante los nuevos desafíos de la sociedad: redefinición teórica y análisis de los factores que contribuyen a su implementación exitosa”. En: Comunicación y diversidad. Selección de comunicaciones del VII Congreso Internacional de la Asociación Española de Investigación de la Comunicación (AE-IC). Valencia, España, 307-318.
  11. Dube, K. (2024). El Niño’s Implications for the Victoria Falls Resort and Tourism Economy in the Era of Climate Change. Sustainability, 16, 5087. https://doi.org/10.3390/su16125087
  12. Echeverri-Sucerquia, P. A., & Quinchía-Ortiz, D. I. (2023). The development of tourism and its relationship with foreign languages: the case of Antioquia (Colombia). Revista de Investigación, Desarrollo e Innovación, 13 (1), 87–100. https://doi.org/10.19053/20278306.v13.n1.2023.16068
  13. Endang-Sulistya, R. Elimawaty, R., & Miska-Irani, T. (2024) Brand destination loyalty: the antecedents of destination brand experience. Cogent Business & Management, 11 (1), 2320992. https://doi.org/10.1080/23311975.2024.2320992
  14. Félix-Mendoza, Á. G., Zepeda-Arce, A., & Villafuerte-Holguín, J. S. (2021): Turismo en tiempo de pandemias. covid-19 en Latinoamérica. Turismo y Sociedad, 29, 129–155. https://doi.org/10.18601/01207555.n29.06
  15. Flórez-Sterling, J., Suárez-Arias, A., & García-Capdevilla, D. (2021). Concepciones de los profesores sobre la enseñanza del uso sostenible del agua en educación media. El Paujil Caquetá, Amazonía colombiana. Conocimiento Global, 6 (1), 24-48.
  16. García-Capdevilla, D. A., Velásquez-Valencia, A., & Hernández-Gil, C. (2024). Turismo de naturaleza y educación ambiental: perspectivas de las políticas públicas en Colombia. Revista de Investigación, Desarrollo e Innovación, 14 (1), 201–220. https://doi.org/10.19053/uptc.20278306.v14.n1.2024.17631
  17. García-Capdevilla, D. A., Vargas-Losada, H. F., & Restrepo-Lizcano, J. J. (2020). El turismo de naturaleza: educación ambiental y beneficios tributarios para el desarrollo de Caquetá. Aglala, 11 (1), 107–132.
  18. Hanna, S., Rowley, J., & Keegan, B. (2021): Place and destination branding: A review and conceptual mapping of the domain. European Management Review, 18, 105–117. https://doi.org/10.1111/emre.12433
  19. Hernández-Gil, C., & Cabrera-Sánchez, A. (2023). Determinantes estratégicos de la orientación al mercado a partir de la pandemia: revisión panorámica. Revista de Investigación, Desarrollo e Innovación, 13 (1), 69–86. https://doi.org/10.19053/20278306.v13.n1.2023.16066
  20. Hernández-Sampieri, R., Fernández-Collado, C., & Baptista-Lucio, P. (2014). Metodología de la Investigación. McGraw-Hill: México.
  21. Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020): The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413. https://doi.org/10.1016/j.jdmm.2020.100413
  22. Jiménez-Barreto, J., Sthapit, E., Rubio, N., & Campo, S. (2019): Exploring the dimensions of online destination brand experience: Spanish and North American tourists’ perspectives. Tourism Management Perspectives, 31, 348–360. https://doi.org/10.1016/j.tmp.2019.07.005
  23. Khalid-Hussaina, K., Didarul-Alama, M. M., Malikb, A., Tarhinib, A., Khamis, M., & Al-Balushia, M. K. (2024). From likes to luggage: The role of social media content in attracting tourists. Heliyon 10 (19) e38914. https://doi.org/10.1016/j.heliyon.2024.e38914
  24. Küster, I., & Vila, N. A. (2024). A netnographic study to understand the determinants of experiential tourism destinations. Humanit Soc Sci Commun, 11 (862), 1-9. https://doi.org/10.1057/s41599-024-03156-5
  25. Ledesma, R. D., Ferrando, P. J., & Tosi, J. D. (2019). Uso del Análisis Factorial Exploratorio en RIDEP. Recomendaciones para Autores y Revisores. Revista iberoamericana de diagnóstico y evaluación psicológica, 3 (52), 173-181.
  26. Lim, M. W., Ahmad, A., Rasul, T., & Omar-Parvez, M. (2021): Challenging the mainstream assumption of social media influence on destination choice. Tourism Recreation Research, 46 (1), 137-140. https://doi.org/10.1080/02508281.2020.1814521
  27. Long, N. T., & Tran, D. K. (2023). Factors Affecting Brands and Competitiveness of Tourism Destinations: An Analysis of the Mekong Delta. The Singapore Economic Review, 69 (8), 2755-2774. https://doi.org/10.1142/s0217590823500510
  28. López-Roldan, P., & Fachelli, S. (2015). Metodología de la investigación social cuantitativa. Universitat Autònoma de Barcelona. España. https://ddd.uab.cat/pub/caplli/2015/142929/metinvsoccua_cap3-12a2016v2.pdf
  29. Malyarets, L., Dorokhov, O., Stryzhak, O., Tymoshenko, K., Martynova, O., & Dorokhova, L. (2024). Brand Strategy Managing of Mining Enterprises. TEM Journal, 13 (2), 1493-1501. https://doi.org/10.18421/TEM132-63
  30. Mayer-Heft, G., & Samuel-Azran, T. (2022). Food for Thought: An Empirical Analysis of the Efficacy of Gastrodiplomacy. Food Studies: An Interdisciplinary Journal, 13 (1), 25-40. https://doi.org/10.18848/2160-1933/CGP/v13i01/25-40
  31. Mojica, F. (2008). Forecasting y Prospectiva dos alternativas complementarias para adelantarnos al futuro. Universidad Externado de Colombia.
  32. Morelos-Gómez, J., Cardona-Arbeláez, D. A., & Lora-Guzmán, H. S. (2024). Digital transformation in the tourism sector: the key role of social networks. Revista de Investigación, Desarrollo e Innovación, 14 (1), 27–40. https://doi.org/10.19053/20278306.v14.n1.2024.17284
  33. Municipio de Florencia. (2024). Acuerdo Municipal No 2024-004. Concejo Municipal de Florencia. https://www.florencia-caqueta.gov.co/normatividad/acuerdo-municipal-no-2024004
  34. Nikraftar, T., Karimizadeh, E., & Hosseini, E. (2024). Food and destination branding: towards a conceptual model. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-024-04741-z
  35. Pagani, M. (2009). Roadmapping 3G mobile TV: Strategic thinking and scenario planning through repeated cross-impact handling. Technological Forecasting and Social Change, 76 (3), 382-395. https://doi.org/10.1016/j.techfore.2008.07.003
  36. Ravelo-Méndez, R., & Mendoza-Gómez, M. (2023). Competitividad territorial y desarrollo local. Equidad y Desarrollo, (42), e1576. https://doi.org/10.19052/eq.vol1. iss42.9
  37. Sánchez-Castellanos, S. (2022). El estudio de la imagen en turismo. Una aproximación a sus principales definiciones. Turismo y Patrimonio, (18), 31-47. https://doi.org/10.24265/turpatrim.2022.n18.02
  38. Sapio, B. (1995). SEARCH (Scenario evaluation and analysis through repeated cross impact handling): a new method for scenario analysis with an application to the Videotel service in Italy. International Journal of Forecasting, 11 (1), 113-131. https://doi.org/10.1016/0169-2070(94)02002-7
  39. Stojanovic, I., Andreu, L., & Perez, R. C. (2022): Social media communication and destination brand equity. Journal of Hospitality and Tourism Technology, 13 (4), 650–666.
  40. Trujillo-López, L. E., & Rubio-Rodríguez, G. A. (2024). Desempeño de la gobernabilidad en las entidades de gobierno desde los objetivos del desarrollo sostenible: caso Florencia – Caquetá. Aglala, 15 (1), 55–75.
  41. Vidal-Guerrero, T. (2022). Enfoque cuantitativo: taxonomía desde el nivel de profundidad de la búsqueda del conocimiento. Llalliq, 2 (1), 13–27. https://doi.org/10.32911/llalliq.2022.v2.n1.936
  42. Wang, D., & Shen, C. C. (2024). Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism. Agriculture, 14, 1706. https://doi.org/10.3390/agriculture14101706
  43. Weimer, J. W. (2008). Cross-impact balances. Physica A: Statistical Mechanics and its Applications, 387 (14), 3689-3700. https://doi.org/10.1016/j.physa.2008.02.006
  44. Zang, Z., Fu, H., Cheng, J., Raza, H., & Fang, D. (2024). Digital threads of architectural heritage: navigating tourism destination image through social media reviews and machine learning insights. Journal of Asian Architecture and Building Engineering, 1–18. https://doi.org/10.1080/13467581.2024.2399681

Downloads

Download data is not yet available.

Most read articles by the same author(s)

Similar Articles

1 2 3 4 > >> 

You may also start an advanced similarity search for this article.