Resumen de Assessing the differentiated contribution of city resources to city brand image

José Antonio Folgado Fernández, Paulo Alexandre Oliveira Duarte, José Manuel Hernández Mogollón

• Intense competition among tourism destinations has forcedtourism managers to use all their available resources incomprehensive strategies to improve their place image, includingcity managers who are looking to create a distinctive, strong citybrand image capable of attracting tourists. The main objective ofthis paper is to assess the contribution of cultural heritage, events,tourist attractions and infrastructure to the development of cities’brand image. A sample of Spanish tourists who visited the Spanishtown of Plasencia was used to assess the contribution of thesefactors to city brand image development through partial leastsquares path modelling. The results show a significant, butdifferentiated, contribution of the four factors to city brand image,with events offering the lowest contribution. The findings providetourism managers with new insights into how best to use eachresource to build a strong city brand image and improve marketingstrategies for their cities.