| Summary: | Studies around brand and its value have been increasingly relevant in the context of scientific research. They assume that the brand assumes an increasingly relevant role in the relationship between organizations, institutions and their audiences. Today, because of the wide range of tourist destinations, brands represent more than organizations, they represent regions, cities and countries, e.g. territorial brands. Thus, tourist brands or local brands arise from the need to value the sites through their unique characteristics, boosting tourist visits and the sustainability of the destination. The city of Mbanza Kongo, a World Heritage Site since 2017, is a typical tourist destination that stands out from the competition through its historical and cultural heritage. This work aims to contribute to the tourism development of Mbanza Kongo city. The study to be developed will have two aspects, exploratory/descriptive and conclusive, with emphasis on qualitative analysis. It is intended that the results achieved in this research allow a deep reflection on the aspects that need to be reviewed, in order to paste Mbanza Kongo as a tourist destination of excellence. |
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