Abstract

ECHEVERRI, Lina María; ESTAY-NICULCAR, Christian A.  and  PARRA, José Hernán. Colombia's country image from an American perspective. Hallazgos [online]. 2014, vol.11, n.22, pp.225-244. ISSN 1794-3841.  https://doi.org/10.15332/s1794-3841.2014.0022.12.

The reputation of the country is linked to the perception that visitors have about a specific destination, is built on experiences during their visit, which results in the concept country image. Authors like Anholt, Dinnie and Kotler, have managed to assess and analyze the importance that is taking on country image, content when designing territorial reputation strategies. In the case of Colombia, the country has a polarized position, and it is associated with drug trafficking and coffee. This paper presents the results of empirical applied research in the United States, on the impressions of the country from those who have and have not visited Colombia. The hypothesis is that Colombia continues to have a negative historical positioning, associated with drug trafficking. The U.S. geographic area, was chosen since the largest number of travelers to Colombia from this country.

Keywords : Colombia; United States; country image; perception; positioning; visitors.

        · abstract in Spanish | Portuguese     · text in Spanish     · Spanish ( pdf )