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El territorio marca el destino: Marketing y branding turÃstico para cuidar, conectar y transformar
Paperback
ISBN13: 9786280237121
Publisher: Vasquez Editores
Published: Apr 8 2026
Pages: 252
Weight: 0.65
Height: 0.57 Width: 5.50 Depth: 8.50
Language: Spanish
Un libro para quienes creen que el turismo puede ser una fuerza económica sin dejar de ser, ante todo, una relación humana.
Este libro propone una reflexión profunda sobre el turismo contemporáneo y el papel que cumplen el marketing y el branding en la construcción -o el desgaste- de los lugares que habitamos y visitamos. A partir de veintisiete aprendizajes surgidos de la experiencia directa en comunidades, empresas e instituciones de América Latina, el autor cuestiona la lógica extractiva del marketing turÃstico tradicional y plantea una alternativa basada en el cuidado, la coherencia y la responsabilidad a largo plazo.Lejos de ser un manual técnico, El territorio marca el destino es un ensayo narrativo que integra pensamiento crÃtico, experiencia situada y sensibilidad territorial. Su mirada se apoya en la investigación-acción participativa, entendiendo que no hay estrategia válida si primero no se conversa con quienes habitan el territorio.
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