The globalization of tourism poses complex challenges for destination planning and management, requiring the involvement of various stakeholders and strategic decision-making at various scales. Gastronomic tourism, a key factor in tourist satisfaction and loyalty, has been widely studied for its impact on tourism destination image (TDI). Despite advances in methodologies such as the Analytical Hierarchy Process (AHP), which hierarchies the factors that influence TDI, there are still gaps in the use of sensitivity analysis to improve strategic planning, in particular to leverage TDI as a management tool. Specifically in UNESCO Creative Cities of Gastronomy (UCCG), it is crucial to understand how sensitivity analysis can improve the robustness of AHP models. To address this gap, this study investigates how sensitivity analysis can refine decision-making processes for effective tourism management in Brazil’s UCCG. Using AHP as a decision-making methodology, it integrates sensitivity analysis to assess the reliability of six dimensions in the Analytic Hierarchy Process Image—UNESCO Creative Cities Gastronomy (AHPI-UCCG) model, introducing a dynamic approach to dealing with the complexities of destination planning. The results are valuable for policy-makers and private players in the tourism, creativity, and gastronomy sectors. They offer practical perspectives for improving destination promotion and encouraging coopetition. The study also demonstrates the adaptability of this approach based on sensitivity analysis, suggesting its applicability beyond Brazil to other UCCG networks, contributing to better tourism planning and management at a global level.

Popayán (Colombia) was the first city to be designated a UNESCO Creative City of Gastronomy in 2005, positioning itself as a symbolic ‘myth of origin’ within the network. In the context of growing demands for local strategies aligned with the Sustainable Development Goals (SDGs), it is pertinent to understand how founding cities manage and project their image through sustainable tourism marketing. Almost two decades later, this study examines how Popayán communicates and sustains its image within the UNESCO Creative Cities Network (UCCN), guided by sustainable tourism marketing principles. Methodologically, the study adopts an exploratory and descriptive case study approach, based on documentary analysis of institutional sources and the application of the adapted Analytic Hierarchy Process Image—UNESCO Creative City Gastronomy (AHPI-UCCG) model. The results provided the following: (1) a multidimensional analysis of Popayán’s image in the context of sustainable marketing; (2) an assessment of how the city’s image responds to current branding challenges, using the adapted AHPI-UCCG model; and (3) a proposal for a context-sensitive investment agenda aligned with sustainability objectives. These results support the development of a personalised strategy for Popayán and demonstrate the potential of this approach to inform analyses of other Creative Cities of Gastronomy, while recognising the unique symbolic role of Popayán as the foundational case.

Ao se falar da imagem de um destino turístico devemos entender que, ela é uma soma do produto global, adicionada às suas ações de marketing (GANDARA, 2008), o que produz uma importante influência na escolha da próxima viagem do turista, baseado nessa premissa, surge o debate da imagem da gastronomia nos destinos turísticos. Procurou-se entender a imagem da cidade de Belo Horizonte, localizada no estado de Minas Gerais (Brasil). O município é reconhecido na pesquisa do Ministério do Turismo pela avaliação positiva da gastronomia na cidade por 98,5% dos turistas no ano de 2016 (BRASIL, 2018).Portanto, estabeleceu-se como objetivo deste artigo identificar a importância da imagem da gastronomia para o turismo de Belo Horizonte. O uso de uma pesquisa descritiva junto a uma pesquisa de natureza qualitativa, a partir de entrevista estruturada acompanhada de uma técnica projetiva, os dados qualitativos foram analisados considerando o método de análise de conteúdo. Como resultado da pesquisa, foram alcançadas 205 respostas, destas 132. Com relação a imagem do destino, pode-se perceber frequentes associações com elementos ligados à gastronomia principalmente relacionados a boêmia da cidade. Ainda em relação a gastronomia, as associações parecem ser feitas bem mais por aspectos históricos e culturais.

This study investigates the Minas Gerais Vale Memorial (MMGV). It looks at how memory, cultural heritage and tourism are integrated in Belo Horizonte. The aim is to analyse how the museum contributes to an appreciation of Minas Gerais' history and culture, and how it promotes the preservation of cultural heritage and encourages cultural tourism. The research will examine the heritage concepts present in the MMGV's collection, its impact on the promotion of cultural tourism, and its role in constructing the collective memory of Minas Gerais. Situated in the Circuito Liberdade, one of Brazil's largest cultural complexes, the MMGV boosts tourism and cultural leisure in the city. This qualitative study is based on case analysis and uses documentary research and content analysis of exhibitions described on the museum's official website and social media. Even during its temporary closure for renovations, the MMGV remains a leading reference in heritage education. The results emphasise the museum's status as an interdisciplinary space offering immersive and interactive experiences. These include the 'Panteão da Política Mineira' (Pantheon of Minas Gerais Politics) rooms dedicated to the Inconfidência Mineira (Minas Gerais Revolution) and the 'História de Belo Horizonte' (History of Belo Horizonte) exhibition, which explores the founding of the capital. Thus, the MMGV is a cultural facility that goes beyond material preservation, valuing intangible practices and memories. It plays a key role in strengthening cultural tourism in Belo Horizonte by combining leisure, education and preservation. The study emphasises the importance of museums in developing cultural identity and encouraging sustainable tourism, and highlights the necessity of public policies that support innovative museum initiatives.