Challenges and Opportunities for Hostel Owners in Rio de Janeiro.

      Аннотация: This book is focused on exploring a city branding process for international tourism and mega events organisation, and it explains the challenges and opportunities for hostel owners in Rio de Janeiro. The objective of this study was to explore the perceptions of entrepreneurs about tourism in Rio de Janeiro at a time when the city has been transformed to receive international tourism, mega events and investors. In this study, it was shown that a branding process is complex and costly when aiming to improve the city’s infrastructure and create a trustworthy relationship with stakeholders. The research also explains the challenges that hostels from Rio de Janeiro’s south area, in the neighbourhoods of Botafogo, Ipanema, Leblon and Gavea and from the two favelas of Vidigal and Rocinha, face in dealing with Rio de Janeiro’s City Council to enable and maintain their business.

Ключевые слова: city branding, hostels, Rio de Janeiro