This study shows using econometric techniques that geographic distance does not influence whether the mark is sufficiently embedded in the collective imagination. We as examples mark places near Bilbao

1. Brand distance> Geographical Distance
-8 th Developments in Ecomic theory and policy
Bilbao: 29-30 June 2011
Álvaro Fierro: Ph.D Applied Economics V
Sergio Sánchez: Ph.D Applied Economics III

2. Guggenheim Museum Bilbao: considered as a
specific case of success in terms of
attracting visitors and tourists
-new image and a structural change in the
region
 Bilbao has a strong brand, but not all
places around Bilbao have taken advantage
of its traction

3.  Target: measure how influential is the
brand of Bilbao in Bizkaia across the tourism
effect
 Places:
-Balmaseda (good accessibility)
-Getxo (closeness distance)
-Gernika (worse accessibility)

5.  Balmaseda. Digital Reputation Data
Balmaseda, Getxo, Gernika, Bilbao.
-Monthly data of the tourist offices in each
place: January 1999 through December 2010
 Dummy Variables

6. 16000
80000
14000
70000
12000
Bilbao Getxo
60000
10000
Getxo
Bilbao
8000
50000
6000
40000
4000
30000
2000
0
20000 2000 2002 2004 2006 2008 2010
2000 2002 2004 2006 2008 2010
20000 3500
18000
3000
16000
Gernika Balmaseda
2500
14000
Balmaseda
12000
2000
Gernika
10000
1500
8000
6000
1000
4000
500
2000
0 0
2000 2002 2004 2006 2008 2010 2000 2002 2004 2006 2008 2010

7.  The methodology used was the Time Series,
more specifically the ARMAX models (Bierens,
1987), where general representation is
described by:

8.  The appeareance of Balmaseda in one of the
most widely read media is no significant: is
not relevant for attracting tourists
 Opening first section (2005) of the Cadagua
highway it had positive influenece
attracting tourism.
 Opening of the second section (2008) it
had not positive influenece attracting
tourism.
-¿Crisis ?

9. β1 Balmaseda Getxo Gernika
Sign +/- - +
Relevance No No Yes

10. • Bilbao does not affect neither Getxo nor
Balmaseda despite of its proximity,
accessibility and touristic potential
• Bilbao affects Gernika due to its brand-image
despite of its inaccessibility and remoteness
from it.

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