Creatividad e innovación en la creación de la marca destinoEl Barrio de las Letras de Madrid

Abstract

The main goal of this article is to analyze as the integration of culture and creativity is a strategy of urban planning to create personality and differentiation into a tourist destination. In the case of developing the idea of the “real thing” as a strategy for the development of a historical district: The Barrio de Las Letras in Madrid. Analysis of the Barrio de las Letras in Madrid and the role played by the collaboration between small entrepreneurs in the creation of a brand with personality and identifying cultural resources of the district. To achieve the objectives of the study carried out an analysis of the offer of services of the neighborhood (small shops, cultural activities and accommodation). Subsequently done an analysis of the profile of visitors and the perception of the neighborhood and the "Barrio de las Letras" brand. It has resorted to primary and secondary sources of information. It developed a model of interview with entrepreneurs in the Barrio de Las Letras and a questionnaire to visitors.