Using Critical Path Analysis (CPA) in Place Marketing Process: A Methodological Approach in the Case of Rostock, Germany

Metaxas, Theodore; Deffner, Alex

doi:10.1515/esrp-2015-0021

Cited by 4 publications

(3 citation statements)

References 32 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Our findings show that the construction, communication, and management of a place's tangible and intangible qualities is as essential for experiential tourism as it is for the place itself and its branding and marketing [16]. Constructing a positive image or encounter between a place and its users, which is the main target of a place-branding and marketing strategy [14,15], is one of the primary objectives embodied in experiential activities as well. Therefore, this interplay between enhancing the qualities of a place through the development of experiential tourism product and promoting the perceptions and images of a place based on place-marketing and branding strategies is critical.…”

Section: Discussionmentioning

confidence: 80%

“…Its further development requires constant feedback as well as adaptation to unforeseen conditions to become sustainable and face abrupt changes. At the same time, it is necessary to strengthen the existing infrastructures and modernize the legislation regarding tourism and its alternative forms under a climate of cooperation and solidarity at all levels [14,16].…”

Section: Discussionmentioning

confidence: 99%

“…Regions and cities have been globally characterized by a plurality of efforts to define their vision, construct their identity, and shape their images to become more attractive and competitive and to develop efficient tourism strategies [13]. An effective and strategic way to construct a positive image of a place, based on its distinctive characteristics, and to become competitive among other places, is through place or destination marketing and branding [14,15].…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions

Yiannakou

Apostolou

Birou-Athanasiou

et al. 2022

Tourism and Hospitality

View full text Add to dashboard Cite

The focus of experiential tourism is for the consumer or visitor to experience the tourist destination and to actively interact with local people, cultures, and the place itself. In fact, it can be seen as a form of tourism that builds upon place identities, both tangible and intangible, by energetically introducing the visitor to the culture, history, nature, traditions, cuisine, and social life of a place. In doing so, the emotional, physical, or spiritual experience of the consumer becomes a dynamic source of place branding. The paper investigates the main features of experiential tourism in the Greek regions of Central Macedonia, and Eastern Macedonia and Thrace, and discusses their interactions with place identity. Our methodology consists of a qualitative survey based on semi-structured interviews with stakeholders and a thematic analysis to trace the main features of the experiential product and enterprises that develop such products. The paper concludes that experiential tourism in Greece bears many of the features highlighted in the literature. Furthermore, our findings underline some new aspects, especially the links between the experiential product, small and well-qualified enterprises, and a place’s tangible and intangible identities, which make experiential tourism an opportunity for locales and their branding.

show abstract

Section: Discussionmentioning

confidence: 80%

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions

Yiannakou

Apostolou

Birou-Athanasiou

et al. 2022

Tourism and Hospitality

View full text Add to dashboard Cite

show abstract

City marketing and planning in two Greek cities: plurality or constraints?

Deffner

Karachalis

Psatha

et al. 2019

European Planning Studies

View full text Add to dashboard Cite

Analysis of territories marketing activities among small and medium business: a bibliometric analysis

Khomenko¹,

Rosokhata²,

Jasnikowski³

2021

MMI

View full text Add to dashboard Cite

The article summarizes the arguments and counterarguments in the scientific discussion on place marketing. The study's main purpose is to understand the nature and features of existing research on marketing areas to determine the direction of future research for both scientists and practitioners. Systematization of literature sources and approaches to solving the problem of marketing areas suggests that many studies in this area require a synthesis of existing research. The urgency of solving this scientific problem is that although the use of marketing in public administration has intensified in recent years, there are many problems in this area. The research of place marketing was carried out in the following logical sequence: determination of the impact of the authors, journals, and articles on territorial marketing, keyword analysis, identification of marketing clusters, visualization of scientific literature on place marketing. The study covers 1970-2021. The research object is 1611 relevant publications published in various scientific sources. The most influential journals were found to be the Journal of Business Research, Tourism Management and Marketing Theory. The most cited authors were Kavaratzis M. and Warnaby G. Most of the articles have been published by researchers from the USA, England, Italy, Canada, the Netherlands, Germany, Australia, and France. Eight key clusters were identified in the marketing of territories: politics, tourism, model, identity, place branding, residents, framework, city brand. In the last five years, most research has been devoted to placing brands, destination marketing, geographies, politics, culture, place branding, identity, tourism, involvement, governance, impact, smart city, loyalty, community. Areas of future research could include destination brand, technology, regeneration, legitimacy, experiences, word-of-mouth, attitude, reflections, memory, inequity of cities, inclusive place branding, brand equity, place attachment, place identity, and others. It is also recommended to focus on city-twinning, sister city, municipal cooperation. The study results could be helpful for companies involved in developing the brand of territories, local authorities for the development of place marketing, and scientists researching place marketing.

show abstract

Using Critical Path Analysis (CPA) in Place Marketing Process: A Methodological Approach in the Case of Rostock, Germany

Cited by 4 publications

References 32 publications

Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions

Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions

City marketing and planning in two Greek cities: plurality or constraints?

Analysis of territories marketing activities among small and medium business: a bibliometric analysis

Contact Info

Product

Resources

About