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Producing, Branding and Managing Multifaceted Tourist Destinations: Cartagena, Colombia, As a Study Case

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Producing, Branding and Managing Multifaceted Tourist Destinations: Cartagena, Colombia, As a Study Case Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardella ADVERTIMENT. L'accés als continguts d'aquesta tesi doctoral i la seva utilització ha de respectar els drets de la persona autora. Pot ser utilitzada per a consulta o estudi personal, així com en activitats o materials d'investigació i docència en els termes establerts a l'art. 32 del Text Refós de la Llei de Propietat Intel·lectual (RDL 1/1996). Per altres utilitzacions es requereix l'autorització prèvia i expressa de la persona autora. En qualsevol cas, en la utilització dels seus continguts caldrà indicar de forma clara el nom i cognoms de la persona autora i el títol de la tesi doctoral. No s'autoritza la seva reproducció o altres formes d'explotació efectuades amb finalitats de lucre ni la seva comunicació pública des d'un lloc aliè al servei TDX. Tampoc s'autoritza la presentació del seu contingut en una finestra o marc aliè a TDX (framing). Aquesta reserva de drets afecta tant als continguts de la tesi com als seus resums i índexs. ADVERTENCIA. El acceso a los contenidos de esta tesis doctoral y su utilización debe respetar los derechos de la persona autora. Puede ser utilizada para consulta o estudio personal, así como en actividades o materiales de investigación y docencia en los términos establecidos en el art. 32 del Texto Refundido de la Ley de Propiedad Intelectual (RDL 1/1996). Para otros usos se requiere la autorización previa y expresa de la persona autora. En cualquier caso, en la utilización de sus contenidos se deberá indicar de forma clara el nombre y apellidos de la persona autora y el título de la tesis doctoral. No se autoriza su reproducción u otras formas de explotación efectuadas con fines lucrativos ni su comunicación pública desde un sitio ajeno al servicio TDR. Tampoco se autoriza la presentación de su contenido en una ventana o marco ajeno a TDR (framing). Esta reserva de derechos afecta tanto al contenido de la tesis como a sus resúmenes e índices. WARNING. Access to the contents of this doctoral thesis and its use must respect the rights of the author. It can be used for reference or private study, as well as research and learning activities or materials in the terms established by the 32nd article of the Spanish Consolidated Copyright Act (RDL 1/1996). Express and previous authorization of the author is required for any other uses. In any case, when using its content, full name of the author and title of the thesis must be clearly indicated. Reproduction or other forms of for profit use or public communication from outside TDX service is not allowed. Presentation of its content in a window or frame external to TDX (framing) is not authorized either. These rights affect both the content of the thesis and its abstracts and indexes. UNIVERSITAT ROVIRA I VIRGILI Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardella SAPIENTIAE LIBERI, LIBERTATI SAPIENTES Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís BASSOLS GARDELLA PHD DISSERTATION / TESI DOCTORAL 2020 Narcís Bassols Gardella UNIVERSITAT ROVIRA I VIRGILI Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producing, branding and managing Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardellamultifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi PhD Dissertation / Tesi doctoral Co-Supervisors Antonio Paolo RUSSO (Faculty of Tourism and Geography, Universitat Rovira i Virgili, Tarragona, Catalonia, Spain) Andrew SMITH (School of Architecture and Cities, University of Westminster, London, United Kingdom) Departament de Geografia 2020 UNIVERSITAT ROVIRA I VIRGILI Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardella UNIVERSITAT ROVIRA I VIRGILI Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardella (קהלת א :3) Tot té el seu moment i hi ha un temps per a cada cosa en aquest món (Eclesiastès, 3:1) To every thing there is a season, and a time to every purpose under the heaven (Ecclesiastes, 3:1) Todo tiene su momento, y cada cosa su tiempo bajo el cielo (Eclesiastés, 3:1) Il y a un moment pour tout, et un temps pour chaque chose sous le ciel (Qohélet, 3:1) Alles hat seine Stunde. Für jedes Geschehen unter dem Himmel gibt es eine bestimmte Zeit (Kohelet, 3:1) DEDICATIONS / Dedicatòries UNIVERSITAT ROVIRA I VIRGILI Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardella Al meu país i la seva gent. Tan tossuts, tan resilients. Ens en sortirem. A Colombia y su gente, que tanto me han dado. Mis mejores deseos de corazón. En memòria de la meva mare Leonor Gardella Rodeja (1942 – 2019) En record del meu avi Narcís Bassols Falgueras en el 25è aniversari del seu traspàs. UNIVERSITAT ROVIRA I VIRGILI Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi Narcís Bassols Gardella FEM CONSTAR que el present treball, que porta el títol “Producció, brànding i gestió de destinacions turístiques polifacètiques: Cartagena d’Índies (Colòmbia) com a cas d’estudi”, presentat per Narcís Bassols Gardella per a l’obtenció del títol de Doctor en Turisme i Oci, s’ha elaborat sota la nostra co-direcció al Departament de Geografia de la Universitat Rovira i Virgili. WE HEREWITH STATE that the present work entitled “Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case” has been submitted by Narcís Bassols Gardella as a requirement for the PhD degree in Tourism and Leisure from the Department of Geography of the Universitat Rovira i Virgili and has been carried out under our joint supervision. Tarragona and London, 29 September 2020 ______________________ _______________________ Dr Antonio Paolo RUSSO Dr Andrew SMITH Departament de Geografia School of Architecture and Cities Universitat Rovira i Virgili University of Westminster PREFACE AND ACKNOWLEDGEMENTS April 2001. A short notice of my first contact with Cartagena – or La Heroica, “The hero city”, as many Colombians call it in memory of the cruel Spanish UNIVERSITAT ROVIRAbesiegement I VIRGILI it endured in 1815. I visit the city as an export salesman, so I do not Producing, branding and managing multifaceted tourist destinations: Cartagena, Colombia, as a study case know what to expect from it. I haven’t read anything about it before traveling, let Producció, bràndingalone i gestió bought de adestinacions guide, as I amturístiques just focused polifacètiques: on doing good Cartagena business. d’Índies Nonetheless, I am (Colòmbia) com a cas d’estudi Narcís Bassols Gardellafascinated by every thing the city has to offer. A bright historic centre (not as polished and gentrified as nowadays), beaches, a tropical atmosphere… and the big discovery for me: Cartagena’s people, a mixed population with many of them of African descent, which makes me feel like I am on a Caribbean island, not in Colombia (at least the ‘Colombia’ one would expect…). I stay in one of the best hotels in the historic centre which in colonial times was a convent. Thinking that they are from somewhere else in the Caribbean, I ask a receptionist and a waiter whether they are from Cuba or the Dominican Republic, the two countries I most associate with the looks and accents of these hotel employees. Immediately, four eyes look at me in dismay and two mouths open wide for a couple of seconds, in an expression of astonishment. When they recover their poise, they very shyly say: ‘no señor… nosotros somos de aquí… somos cartageneros’. If I ever have felt stupid and inconvenient in my life, it was then and there. But notwithstanding this faux-pas, I brought back home nice, long-lasting memories – which I have treasured for years. Who would have said then that, almost exactly twenty years after this encounter, I’d be having my viva with a dissertation about this place! August 2014. A big leap forward in time. Due to personal and professional reasons, I settle in the city of Barranquilla, the largest city on the Caribbean coast of Colombia, and start working as a lecturer and researcher in tourism at the Universidad Autónoma del Caribe. It’s been decided that my newly-started dissertation will be about La Heroica, so in the next few years I will get to know the road connecting Barranquilla with Cartagena pretty well, as they are only 110 km. apart and the field work for the present dissertation requires traveling to Cartagena relatively often. Besides, it is a pleasure spending weekends there, away from Barranquilla’s hustle. As I am tight on budget, I soon discover the hostels in the Getsemani neighbourhood.
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