Mazatlán: The Destination That Did Not Like Its Brand
(2022) Ivey Business School Foundation — published
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- Abstract
- In 2022, Mazatlán 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, Mazatlán’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. Mazatlán’s tourism authorities were wondering how to keep the city’s tourism brand and image strong, despite these new and significant challenges.
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Citations
Kervyn de Meerendré, N., Castillo Villar, F. R., Flores Gamboa, S., Lopezneria Fernandez, M., & Thomson, M. (2022). Mazatlán: The Destination That Did Not Like Its Brand. In Ivey Business School Foundation. Ivey Publishing. https://hdl.handle.net/2078.5/102231