Impacto del Título de “Ciudad Creativa de la Gastronomía” en la marca de Florianópolis, Brasil
DOI:
https://doi.org/10.11606/issn.1984-4867.v35p16-37Palabras clave:
Ciudades Creativas, Turismo, UNESCO, Gastronomía, FlorianópolisResumen
El concepto de la Red de Ciudades Creativas de la Organización de las Naciones Unidas para la Educación, la Ciencia y la Cultura (UNESCO) ha sido el foco de algunas investigaciones, surge con la misión de desarrollar la cultura y la creatividad para el desarrollo sostenible, y está constantemente relacionada con la mejora de la imagen y la marca de las ciudades. Formar parte de la Red permite a las ciudades obtener ventajas competitivas y asociaciones beneficiosas para el destino. La gastronomía, a su vez, contribuye a la valorización de la cultura local, un factor determinante y facilitador para el turismo. De esta forma, el objetivo de este estudio fue analizar la importancia del título “Ciudad Creativa de la Gastronomía”, otorgado por la UNESCO, para el turismo en la ciudad de Florianópolis (Brasil) desde la percepción de las entidades involucradas en la obtención del título. Se trata de un estudio cualitativo, exploratorio y descriptivo. La recolección de datos se realizó mediante encuestas bibliográficas y documentales, y las entrevistas se llevaron a cabo a partir de preguntas semiestructuradas con representantes de entidades del Grupo Gestor de Florianópolis. Los resultados se obtuvieron mediante el análisis de contenido y se observó que la gastronomía constituye un importante activo económico, motivacional y de atracción turística, lo que beneficia el desarrollo de toda la región y consolida la importancia de la marca para el destino.
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