Abstract

Viña del Mar is one of the main tourist cities in Chile, is a coastal city located one hundred kilometers from Santiago, in the Valparaíso Region. It has more than three hundred thousand inhabitants , and in a normal year while high season it receives over one hundred thousand tourists This project was based, on analyzing the attributes that the city communicates together with the positioning and the perception of the inhabitants and their own experiences, all of this in order to mútually and together with the citizens vision find the instruments for the construction of a tourist identity through a City Branding. All of this should be done from the needs of their own inhabitants, and from the strategic pillars of their development with the purpose of confíguring a Brand that`s based on emotional values that account for a Strategic City Development Plan, which provides sustainability and solidity.