Place-making or Place Branding? Case Studies of Catalonia and Wales

Huertas, Assumpció; Pritchard, Annette; Morgan, Nigel

doi:10.4337/9781849806398.00013

Cited by 5 publications

(13 citation statements)

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“…A considerable number of DMOs consider social media either as the key ingredient to their destination strategy or at least as one of their main digital tools. In reality, if the tourism website of a destination does not display the territory or destination brand, but instead uses the brand of the promotional agency or DMO, it may reflect the fact that the destination brand needs further development (Roig et al, 2010). Among the tools to measure the performance of country brands, the Bloom Consulting Country Brand Ranking (2013) provides insights into how countries use social media to interact with the public.…”

Section: Digital Trends Technologies and Best Practices In Destination Brandingmentioning

confidence: 99%

Content, context and co-creation

Oliveira

Panyik

2014

Journal of Vacation Marketing

142

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Content generated by tourists, travellers, professional travel bloggers and travel journalists who post, comment and share information on social media channels is arguably the greatest digital challenge of destination branding today. The tourist-/traveller-generated content is likely to generate brand value if integrated into the destination branding strategy. There is, however, a lack of theoretical awareness and empirical research into the role of social media content in shaping destination brands. By taking Portugal as a case study, this exploratory research is aimed to show how content analysis can be used to identify and understand the way tourists and travellers perceive the country as a tourist destination. The application of this methodology on online material could contribute to a refined destination branding initiative for Portugal by integrating user-generated and travel experts content into the strategy. It applies textual content analysis by using qualitative data analysis software (i.e. ATLAS.ti 7.0), within an interpretative paradigm, on tourism-oriented online publications in which the tourism potential of Portugal has been discussed. The findings highlight the tourist/traveller as an opinion maker with access to a plethora of information communication technologies to act as co-creators of brands. Therefore, it is wise to engage them and strategically integrate the content they generate into the whole destination branding effort.

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Section: Digital Trends Technologies and Best Practices In Destination Brandingmentioning

confidence: 99%

Content, context and co-creation

Oliveira

Panyik

2014

Journal of Vacation Marketing

142

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“…They are mobilized in metropolitan marketing campaigns like ''Be Berlin'' and ''I Amsterdam,'' where individual inhabitants recount their city-shaped life stories (Colomb and Kalandides 2010;Ooi 2011). They are starting to emerge in cyberspace, furthermore, as cities rush to profile themselves on social networking websites (Table 1), though few appear to have made the most of this personality-projection opportunity (Roig, Pritchard, and Morgan 2010;Trueman, Cornelius, and Wallace 2012). Urban personas aren't so much consciously adopted, articulated, and anthropomorphized by the cities themselves, as left to the whims of web-surfing consumers.…”

Section: Personification All the Way Downmentioning

confidence: 99%

Do Cities Have Broad Shoulders? Does Motown Need a Haircut? On Urban Branding and the Personification of Place

Brown

Campelo

2014

Journal of Macromarketing

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Once regarded as dens of iniquity, injurious to human health and social welfare, cities are increasingly seen as a savior for our species. The world is becoming ever more urban and the benefits of city living -ecological benefits, educational benefits, financial benefits, well-being benefits (Glaeser 2011) -are ever more widely recognized. Marketing too is embracing the urban imperative. Recent years have witnessed a surge in geo-branding and scape-based scholarship generally. This essay reflects on the proliferation of place marketing publications and draws macromarketers' attention to a hitherto overlooked aspect of the literature. Namely, our propensity to personify places, to treat them as living things, as organic entities -as people, in effect -that grow, flourish and finally pass away. Metaphors also suffer from the ravages of time, as do ostensibly healthy academic disciplines like marketing.

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“…The image as an analytical term is still controversial due to its role that is attributed to this phenomenon in the research, theory, and practice of place marketing. As image-building was typical for place marketing activities in the 1980s, the idea of place branding was pioneered in the 1990s, and currently, it is one of the major instruments for city management [11,17]. Place branding strategies require longer-term commitment [11], while image-building requires primarily public relations activities, which although are also focused on long-term goals, primarily use the tools of current importance.…”

Section: Imagementioning

confidence: 99%

“…As image-building was typical for place marketing activities in the 1980s, the idea of place branding was pioneered in the 1990s, and currently, it is one of the major instruments for city management [11,17]. Place branding strategies require longer-term commitment [11], while image-building requires primarily public relations activities, which although are also focused on long-term goals, primarily use the tools of current importance. In the case study, chosen for the presented analysis, the authors focus on image-building, because such an image-building strategy had been chosen for Katowice city due to its stereotypes being deeply incorporated in people's minds.…”

Section: Imagementioning

confidence: 99%

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A Systemic Approach to City Image Building. The Case of Katowice City

2019

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Making long-term decisions and developing successful policy is always a challenge for a governing body. Within the framework of causal mapping, we evolved a model for the problem of creating and reinforcing a city’s image. Then, the model was enhanced into a quantitative form and processed with a novel approach: the extended form of the Weighted Influence Non-linear Gauge System (WINGS). A real-life case study of the city of Katowice showed that the presented approach can be helpful for city authorities. It reinforces the understanding of the problem, facilitates choosing policy options, and supports sustainable city development.

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Place-making or Place Branding? Case Studies of Catalonia and Wales

Cited by 5 publications

References 0 publications

Content, context and co-creation

Content, context and co-creation

Do Cities Have Broad Shoulders? Does Motown Need a Haircut? On Urban Branding and the Personification of Place

A Systemic Approach to City Image Building. The Case of Katowice City

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