Myth and strategies for a romantic destination: The city of Teruel (Spain)

Abstract

The historic cities, defined by the interdependence between tangible and intangible cultural heritage and natural heritage, have a qualitative advantage to position themselves in the new function of internationalization. The aim of this paper is to present and analyze the process conducted by the historic town of Teruel to occupy a place in the new urban hierarchy. The city uses the myth of the Lovers as the capital/image to make the process of internationalization. A process as embodied in three strategies, with different stages of development, from the local to the international, involving a wide range of actors: the Tourist Initiatives Center with the presentation of the Medal of the Lovers, the Foundation "Bodas de Isabel" in creating the myth, and the City Council, which seeks to internationalization with the project: Europe In Love.