Estado actual de la producción científica con respecto a la marca territorio de los últimos 20 años a partir de una revisión en Latinoamérica y el mundo

Abstract

This document presents a systematic review of the current state of scientific production on territorial branding between 2001 and 2022. To this end, an analysis of publications is made through bibliographic databases with the aim of identifying titles, authors, keywords, research, studies, among other components, of countries and institutions worldwide that influence scientific production on the territory brand together with its characteristics and affinities. In this way, it is identified that scientific production has had a significant growth over the years, mostly applied in a variety of territories (continents, countries, cities, regions, among others) that have allowed to recognize the current impact of recognizing and carrying out territory branding strategies in the geographic spaces interested and/or with commercial objectives. Thus, international territorial marketing strategies have been a key tool to promote the territory as an attractive destination for foreign investment and tourism, this through the promotion of the country image, the creation of free zones and tourism promotion, many territories have managed to improve their reputation globally and attract significant foreign investment. In this research it can be evidenced that currently the knowledge of the term is essential in the consumer to build the different commercial strategies of the territories regardless of the niche of the same and this is achieved through the correct understanding of all the contributions of the territory brand.