Marketing in territories: Place Marketing as a tool for destination image management

Abstract

When a subject receives information about a territory, he/she creates a mental image of it which will be positive or negative depending on that information and how the subject processes those data. Thus, the different Administrations develop image management actions, establishing the concept of place marketing, developed with the objective of promoting different characteristics of the territories according to the planned goals and the target consumers. This paper compiles information about the development, the distinguishing characteristics, the types and the management of this kind of place marketing strategies with the aim of comprehending and confirming the relevance that territorial image management has been getting from the public sector.