Explanatory structural equation model validation for territorial branding tourism policies

Purpose The purpose of this study is to validate an explanatory structural equation model for the evaluation of territorial branding tourism policies for local development and its application in cities in Mexico and Colombia. Design/methodology/approach A sample was calculated for finite populations of residents in the municipalities of Girón Santander, Colombia and El Fuerte, Sinaloa, Mexico, of 125 individuals for each locality, in total, 250 individuals. The study includes three latent variables, which in turn constitute three models (Model 1: State and Public Policies; Model 2: Territorial Brand for Development; Model 3: Local Development) to explain the multiple relationships with the observable variables. The results were analyzed by using IBM AMOS software (SPSSS Extension), using the maximum likelihood method. Findings Multiple relationships between the variables were evident, with excellent to acceptable indices. Model 1 (CMIN/DF = 1.742; CFI = 0.948; RMSEA = 0.057; PClose = 0.059) Model 2 (CMIN/DF = 1.528; CFI = 0.921; RMSEA = 0.073; PClose = 0.044). Model 3 (CMIN/DF = 3.210; CFI = 0.951); RMSEA = 0.057; PClose = 0.049), obtaining an adequate fit. The correlations between the variables reveal that the tourism policy is weak in both contexts, in its implementation in terms of the participation of residents in decision-making with respect to the management of the policy and in the lack of education and training of collaborators/workers to provide a better tourism service. Practical implications It was possible to establish that the measurement model is applicable in the municipalities of the two countries by considering the similarities in tourism policies, as well as the differences (social, cultural, political and economic), but with a need for explicit articulation between the pillars of the territorial brand with the legitimized public policy. Originality/value This study contributes to the generation of new knowledge in relation to territorial branding from residents, within the framework of a tourism policy, allowing to establish its limitations in terms of implementation.