Mazatlan: The Destination That Did Not Like Its Brand
商品編號：W28621
出版日期：2022/08/30
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：destination branding
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：Mexico
產業：Public Administration
事件年度：2022
In 2022, Mazatlan was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and various sporting activities including baseball, marathons, triathlons, sport fishing, and soccer. However, Mazatlan’s image was being tainted by unfavourable events, which presented unique challenges for the city’s marketers and threatened to endanger the city’s highly successful tourism industry. Mazatlan’s tourism authorities were wondering how to keep the city’s tourism brand and image strong, despite these new and significant challenges.
教學手冊：Mazatlan: The Destination That Did Not Like Its Brand - Teaching Note
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