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The Role of tourism in the country brand consolidation of Argentina Imprimir E-mail

THE ROLE OF TOURISM IN THE COUNTRY BRAND CONSOLIDATION OF ARGENTINA

Echeverri Cañas, Lina María (*) ; Estay-Niculcar, Christian A.(**)
* Colegio de Estudios Superiores de Administración CESA
Bogotá, Cundinamarca, Colombia
**UOC – Colaborador grupo ICSS
Barcelona, España
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Reception date: 03/26/12 Approval date:06/18/12

 

ABSTRACT

Globalization has been the starting off point facing increasing competition it has been evident in recent years between the territories (regions, cities and countries). Especially countries have adopted and implemented differentiation strategies to stimulate tourism and economic investment. Tourism has become one of the main sources of foreign exchange for the Latin American countries. This article examines the role of tourism in the process of consolidation of Argentina country brand.

KEYWORDS: Brand Identity; Country Image; Brand Country; Positioning.

 

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