... format. Promoting the destination brand in this way helps to increase its competitiveness. The impact is augmented by using Mexico City as a venue given it already appeals as a city of culture. Hosting high profile sports events might also help allay some of the genuine concerns about security...

... the articles in context. Findings This paper is an interesting look at the strategic diffusion process in Mexico and Peru. The author puts forward possible reasons for various results, and makes the effort to analyze results further based on locality and organization and management history...