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Sustainable Tourism Marketing Through Destination Image: An AHP Approach for UNESCO Creative Cities in Gastronomy—The Case of Popayán, Colombia

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  • Pablo Henrique de Oliveira Moreira

    (Interdisciplinary Postgraduate Programme in Leisure Studies (PPGIEL), Federal University of Minas Gerais (UFMG), Belo Horizonte 31270-901, Minas Gerais, Brazil)

  • Carla Fraga

    (Department of Tourism, Federal University of Juiz de Fora (UFJF), Juiz de Fora 36036-900, Minas Gerais, Brazil)

  • Joice Lavandoski

    (Department of Tourism, Federal University of State of Rio de Janeiro (UNIRIO), Rio de Janeiro 22290-240, Rio de Janeiro, Brazil
    Postgraduate Programme in Tourism, Fluminense Federal University (UFF), Niterói 24210-201, Rio de Janeiro, Brazil)

  • Paulo Almeida

    (CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic University of Leiria, 2411-901 Leiria, Portugal)

  • Lucília Cardoso

    (CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic University of Leiria, 2411-901 Leiria, Portugal)

Abstract

Popayán (Colombia) was the first city to be designated a UNESCO Creative City of Gastronomy in 2005, positioning itself as a symbolic ‘myth of origin’ within the network. In the context of growing demands for local strategies aligned with the Sustainable Development Goals (SDGs), it is pertinent to understand how founding cities manage and project their image through sustainable tourism marketing. Almost two decades later, this study examines how Popayán communicates and sustains its image within the UNESCO Creative Cities Network (UCCN), guided by sustainable tourism marketing principles. Methodologically, the study adopts an exploratory and descriptive case study approach, based on documentary analysis of institutional sources and the application of the adapted Analytic Hierarchy Process Image—UNESCO Creative City Gastronomy (AHPI-UCCG) model. The results provided the following: (1) a multidimensional analysis of Popayán’s image in the context of sustainable marketing; (2) an assessment of how the city’s image responds to current branding challenges, using the adapted AHPI-UCCG model; and (3) a proposal for a context-sensitive investment agenda aligned with sustainability objectives. These results support the development of a personalised strategy for Popayán and demonstrate the potential of this approach to inform analyses of other Creative Cities of Gastronomy, while recognising the unique symbolic role of Popayán as the foundational case.

Suggested Citation

  • Pablo Henrique de Oliveira Moreira & Carla Fraga & Joice Lavandoski & Paulo Almeida & Lucília Cardoso, 2025. "Sustainable Tourism Marketing Through Destination Image: An AHP Approach for UNESCO Creative Cities in Gastronomy—The Case of Popayán, Colombia," Administrative Sciences, MDPI, vol. 15(5), pages 1-21, May.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:5:p:192-:d:1660791
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    References listed on IDEAS

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    1. Ricardo Pacheco Coutinho & Bruno Barbosa Sousa & Vasco Ribeiro Santos, 2024. "The Importance of International Volunteering for the Tourist Destination Image: Case Study in Barcelos (Portugal)," Administrative Sciences, MDPI, vol. 14(8), pages 1-24, August.
    2. Pablo Henrique de Oliveira Moreira & Carla Fraga & Joice Lavandoski & Lucília Cardoso, 2025. "Improving the Strategic Management of UNESCO Creative Cities of Gastronomy: Integrating Sensitivity Analysis and Tourism Destination Image Based on Analytic Hierarchy Process," Sustainability, MDPI, vol. 17(3), pages 1-17, January.
    3. Lucília Cardoso & Eunice Lopes & Giovana Goretti Feijó de Almeida & Luís Lima Santos & Bruno Sousa & Jorge Simões & Fernando Perna, 2023. "Features of Nautical Tourism in Portugal—Projected Destination Image with a Sustainability Marketing Approach," Sustainability, MDPI, vol. 15(11), pages 1-30, May.
    4. Miroslav D. Vujičić & James Kennell & Alastair Morrison & Viachaslau Filimonau & Ivana Štajner Papuga & Uglješa Stankov & Djordjije A. Vasiljević, 2020. "Fuzzy Modelling of Tourist Motivation: An Age-Related Model for Sustainable, Multi-Attraction, Urban Destinations," Sustainability, MDPI, vol. 12(20), pages 1-19, October.
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