FACTORS FOR DESTINATION BRANDING BASED ON TOURISTS PERSPECTIVE.

The problem consists in the lack of knowledge of the factors that visitors take to account for distinguish the city branding of Tijuana, Mexico. The information was obtained by applying an exit pool survey to a selected sample of 601 tourists in the city. Sixteen items were included in the Exploratory Factor Analysis. The results show six key factors influencing the perception of city branding: Wide Offer and Connectivity; Urban Environment; Historical and Cultural Heritage; Monuments; Traffic Safety and Friendliness and Security. By incorporating the opinion of tourists into the design of the city\\\\\\\\\\\\\\\'s brand, it makes it easier to stand out the unique personality of the destination, which allows the development of a long-term vision for the marketing activities of the sector.