{"product_id":"churin-village-destination-branding-in-the-peruvian-andes-von-isabel-glaser","title":"Churín - Village Destination Branding in the Peruvian Andes","description":"\u003cp\u003eDiploma Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of the Americas Puebla (Escuela de Negocios y Economía, Departamento de Administración y Negocios Internacionales), language: English, abstract: In today¿s world everything plays around marketing, promotion ¿ brands! Whatever you want to sell, it does not suffice to have the best product of the world, you have to make it wanted by the final consumers (Klein, 1999).\u003c\/p\u003e\u003cp\u003eUltimately, countries and cities have been increasingly considered as products: products which have to be promoted professionally in order to attract investors, residents and tourists (and\/or make them stay) (Seisdedos, n.d.).\u003c\/p\u003e\u003cp\u003eChurín, a small village in the Peruvian Andes, on the contrary is very badly promoted: People, especially in the Peruvian capital Lima, know it from mouth-to-mouth propaganda due to its numerous and rich hot springs, but it lacks a coordinated and consolidated promotion strategy which would install the same image of Churín in the minds of everybody, and especially of the target group.\u003c\/p\u003e\u003cp\u003eHence, the aspired contribution of this exploratory research paper is the initiation of a destination branding process in Churín as the researcher is convinced of its benefits as long as the destination brand is correctly and professionally applied, of course: On the one hand, the process of the brand building will unify the population of the village, and enhance the self-esteem and appreciation of the resources of its living place; on the other hand, the confluence of tourists should increase, and likewise the incomes of the residents of Churín and the surrounding communities. This would allow a sustainable improvement of the low standard of living and thus, Churín would offer a more positive vision for future generations.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640647590\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640647590","offer_id":39427217522781,"sku":"9783640647590","price":52.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/d634ca61-a645-4bbc-bf99-b7052a036646.jpg?v=1777699066","url":"https:\/\/shop.autorenwelt.de\/products\/churin-village-destination-branding-in-the-peruvian-andes-von-isabel-glaser","provider":"Autorenwelt Shop","version":"1.0","type":"link"}