Shopping resorts as vehicles of city marketing: the case of Puerto Venecia

In this paper, we analyze the case of the shopping resort Puerto Venecia, located in Zaragoza, Spain. As a precursor for creating value for a city, shopping malls have not frequently been considered in the literature of city branding. However, they may constitute an important source of value creation because they can contribute to improving the area for its residents; can be an important focus of attraction for tourists, businesses, and investments from the outside; and can differentiate the city offering from competing cities. This case study evidences that Puerto Venecia has made a great contribution to the city of Zaragoza in terms of tourism, income, and services for its residents. The paper collects different data sources through a satisfaction survey aimed at visitors, reports, communications, and meetings with managers to show the key aspects of the shopping resort in order to create value.