Assessing the differentiated contribution of city resources to city brand image

摘要: Intense competition among tourism destinations has forced managers to use all their available resources in comprehensive strategies improve place image, including city who are looking create a distinctive, strong brand image capable of attracting tourists. The main objective this paper is assess the contribution cultural heritage, events, tourist attractions and infrastructure development cities’ image. A sample Spanish tourists visited town Plasencia was used these factors through partial least squares path modelling. results show significant, but differentiated, four with events offering lowest contribution. findings provide new insights into how best each resource build marketing for cities.