Purpose - This study aims to examine how residents with different migratory trajectories, natives and migrants, construct perceptions of a mid-sized Brazilian city in the context of City Branding.
Design/methodology/approach - The research adopts a quantitative approach and uses secondary data from the 2024 edition of the Focus Project, comprising a sample of 4,402 residents. Urban attributes were organized into tangible and intangible dimensions, with internal consistency verification. A two-step cluster analysis was then applied to identify distinct perceptual profiles. Independent samples t-tests and ANOVA were employed to compare natives and migrants.
Findings - Three clusters were identified: “City Enthusiasts”, “Moderately Satisfied”, and “Demanding Critics”. Across all clusters, migrants evaluated the city more positively than natives. The segmentation reveals that internal audiences hold heterogeneous perceptions and that the migratory condition acts as a transversal explanatory variable.
Practical implications - The findings provide insights for urban managers seeking to develop better-targeted City Branding strategies, highlighting the importance of recognizing resident heterogeneity and engaging different profiles to strengthen the city's attractiveness.
Originality/value - The study brings originality by demonstrating that the migratory experience functions as a comparative lens that broadens the perception of urban quality, contributing to the construction of place identity and the legitimacy of the city brand.
Research limitations - The study relies on secondary data from a specific project (Focus Project) and is restricted to one mid-sized Brazilian city, which may limit the generalizability of the results to other contexts.
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Turismo: Visão e Ação, linked to the Graduate Program in Tourism and Hospitality - Master's and Ph.D., is a scientific journal published in a continuous flow system, with an interdisciplinary and international scope. According to Qualis/CAPES criteria (2021-2024), it is classified as 'A4' in the fields of Administration, Accounting Sciences, and Tourism. Registered with ISSN number 1983-7151, Tourismo: Visão e Ação began its activities in 1998 with printed publications in English and Portuguese. In 2008, it transitioned to an online publication, expanding its reach to a broader audience. It maintains a policy of being an open-access journal without submission or access fees. The abbreviated title for the journal is Tur., Visão e Ação, commonly used in bibliographies, footnotes, references, and bibliographic captions.
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