Scenario planning for a destination brand based on Anholt hexagon analysis

The aim of this research was the scenario characterization of the brand destination of a Colombian municipality, based on the analysis and appraisal of the dimensions of Anholt’s Hexagon theory. A cross-sectional quantitative methodology was used, which involved the development of two phases: i) validation of the dimensions of the destination brand through factor analysis and ii) scenario formulation using the SEARCH method. The findings indicate that the territory ought to consider enhancing the dimensions of pre-requirements, presence and pulse, if it wants to get closer to the scenario with the highest likelihood of occurrence called Florencia: where sustainability and peace are breathed. It is concluded that, as a destination, the city needs to promote the identification of symbolisms and strategic activities, thus, through institutional articulation, they can be developed in a planned manner and its positioning may be achieved.