The Verification of Difference Between Place Image and Visit Intention According to Place Branding Using Me Too Brands

2021 ◽  
Vol 33 (5) ◽  
pp. 63-83
Author(s):  
Young-Taek Hwang ◽  
Won-Seok Lee ◽  
Ji-Min Shim ◽  
Jun-Woo Jung
Keyword(s):  
Place Branding ◽  
Place Image

scholarly journals A framework of place branding, place image, and place reputation

2016 ◽  
Vol 19 (2) ◽  
pp. 241-264 ◽  
Author(s):  
Pantea Foroudi ◽  
Suraksha Gupta ◽  
Philip Kitchen ◽  
Mohammad M. Foroudi ◽  
Bang Nguyen
Keyword(s):  
Place Branding ◽  
Tourism Industry ◽  
Technological Advancement ◽  
Social Changes ◽  
Content Type ◽  
Place Image ◽  
Emerging Country ◽  
Country Brand ◽  
Development Goals ◽  
Key Indicators

Purpose This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables. Design/methodology/approach A qualitative approach was undertaken, comprising face-to-face in-depth interviews with 15 respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated. Findings Findings indicate that the key indicators of identifying a place brand come under two headings, namely, national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.) and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association and tourism experience. Practical implications Effective place branding could help a country attract tourists, visitors, traders and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country’s image. Originality/value Place branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies 12 antecedents of place branding and five important moderators. Findings will help policymakers, country brand managers and communication professionals more generally who deal with a country’s image and reputation and those involved in improving the tourism industry in Iran.

scholarly journals Place image and place branding : What the data tells us

2006 ◽  
pp. 74-87
Author(s):  
Nicolas Papadopoulos ◽  
Irfan Butt
Keyword(s):  
Research Program ◽  
Place Branding ◽  
Field Research ◽  
International Group ◽  
Place Image

Of the two co-authors of this article, the first has led a long-term research program and participated in a large number of additional studies on these issues, involving numerous co-researchers in various countries, and the second is a newer lead member of the team that is working on the next wave of research in this field. This international group has studied place images and their effects since the early 1980s, and place branding since it emerged some 15 years ago. During this period, more than 80 studies have been carried out, resulting in over 100 publications arising from both conceptual as well as field research with over 22,000 consumers, investors, tourists, and others in almost 25 countries. After highlighting the nature and importance of this area as a field of practice and study, the goal of this article is to summarize key findings, and draw implications from, this research program.

People Make Places, What Do Stories Do?

2021 ◽  
pp. 79-99
Author(s):  
Sara Clara ◽  
Belem Barbosa
Keyword(s):  
Digital Storytelling ◽  
Place Branding ◽  
Place Image ◽  
Medium Components ◽  
The World ◽  
Branding Strategies ◽  
Growing Body

The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the growing body of literature regarding digital storytelling, the contributions and examples about regions and cities are still scarce. This chapter analyses the storytelling strategies of promotional campaigns regarding three cities and two regions around the world. Using a theory-driven framework, each storytelling example is dissected and interpreted. This study demonstrates that digital storytelling is worth consideration, as it offers a relevant set of advantages for marketing and communication managers, and enables the development of the place image and a consistent communication of its identity that can be co-created with various stakeholders, including the target audiences. It also shows that there are a diversity of approaches that can be adapted by place branding strategies, namely in terms of narrative, perspectives, and medium components.

Perceived images and vocations of local territorial systems: implications for place branding strategies

2015 ◽  
Vol 24 (3) ◽  
pp. 287-302 ◽  
Author(s):  
Giovanni Pino ◽  
Gianluigi Guido ◽  
Alessandro M. Peluso
Keyword(s):  
Geographical Area ◽  
Place Branding ◽  
Export Markets ◽  
Content Type ◽  
Place Image ◽  
Place Experience ◽  
Branding Strategies ◽  
Specific Geographical Area ◽  
Territorial Systems ◽  
Local Firms

Purpose – This paper aims to assess the extent to which the perceived images and personalities of places mirror their prevalent production orientations, or “vocations”. It also investigates the factors that shape the expectations and desires of residents, tourists, local firms and export markets, as well as these users’ overall place experience. Design/methodology/approach – In all, 600 questionnaires containing both closed-ended and open-ended questions were administered in four local territorial systems (LTSs) of a Southern Italian province. Data were analyzed by using both quantitative and qualitative techniques. Findings – Results showed that place image mirrors the respective productive orientation for only one of the examined LTSs. Meanwhile, for all four LTSs, place image was congruent with place personality. Research limitations/implications – The generalizability of the results is limited, as the research focused on LTSs located in a specific geographical area. Practical implications – The paper provides suggestions regarding the formulation of marketing policies aimed at improving the willingness of residents, tourists, local firms and export markets to use the products/services/resources of the studied LTSs. Communication and branding strategies that leverage the personality traits of the examined LTSs are also illustrated in the paper. Originality/value – By examining the coherence among place image, personality, and prevalent vocation, this research addresses a neglected area of investigation. This study is one of the few that provides empirical evidence of misperceptions of the actual production orientation of places.

What determines residents’ commitment to a post-communist city? A moderated mediation analysis

2019 ◽  
Vol 29 (1) ◽  
pp. 52-68
Author(s):  
Laurent Tournois ◽  
Chiara Rollero
Keyword(s):  
Place Attachment ◽  
Power Distance ◽  
Place Branding ◽  
Moderated Mediation ◽  
Place Identity ◽  
Equation Modeling ◽  
Content Type ◽  
Place Image ◽  
The Relationship

Purpose This study aims to investigate how residents’ perceptions of the image of their place of living influence their level of commitment toward it. The mediating role of human place bonds (place attachment and place identity) and the moderating effect of the socio-demographic characteristics of the host community in this relationship is specifically examined. Design/methodology/approach The theoretical direct–indirect–moderation relationships are examined using structural equation modeling and moderated-mediation or condition process analysis (Hayes and Preacher, 2013). Data were collected from 472 residents living in Belgrade (Serbia). Findings The findings support the contention that place attachment and place identity mediate the relationship between place image and commitment. The study further shows that the conditional indirect relationship of place image with commitment through place attachment and place identity is significant for age. Age and place of birth are found to moderate the relationship between place image and place attachment. Research limitations/implications A stimulating avenue for future research is to explore the effect of culture (individualist, short-term oriented and low on power distance vs collectivist, long-term oriented and high on power distance cultures) on model’s relationships as well as on commitment specifically. Practical implications To enhance their residents’ commitment, place marketers should focus on two levels of action. The first lever is to assess how residents perceive the image of the place where they live as it can serve as a strategic outline to explore their level of support and address the possible negative feelings they may have toward any development project. The second level of action is developing bottom up strategies that are likely to enhance residents’ commitment which aims at transforming residents into active place ambassadors and actors of the public life of the city. Originality/value To the best of authors’ knowledge, this study is one of the first in the place branding research domain to examine the role of human place bonds in the relationship between place image and commitment using mediation, moderation, and moderated-mediation analyses. Moreover, place branding literature is underdeveloped regarding the current issues most post-communist countries face.

scholarly journals Online Place Branding for Natural Heritage: Institutional Strategies and Users’ Perceptions of Mount Etna (Italy)

Heritage ◽  
2020 ◽  
Vol 3 (4) ◽  
pp. 1539-1558
Author(s):  
Teresa Graziano ◽  
Valentina Erminia Albanese
Keyword(s):  
Content Analysis ◽  
Sentiment Analysis ◽  
New Technologies ◽  
Place Branding ◽  
Mount Etna ◽  
Natural Heritage ◽  
Place Image ◽  
Analysis Methodology ◽  
The Web

In recent years, tourist destinations and strategies of place branding have been facing new challenges owing to the diffusion of Information and Communications technologies. Smart devices can give tourists/prosumers the possibility to co-create and share their travel experience to the point to influence the destination web reputation and, consequently, its digital place image and branding. Furthermore, new technologies can be also used as effective analytical tools to scrutinize the role of online co-created narratives in influencing the web reputation of a specific tourist site, natural heritage included. The study focuses on the online destination image of Mount Etna, an active volcano located in Southern Italy inserted in the UNESCO World Heritage List since 2017. The web reputation of this natural heritage site has been analyzed through a twofold methodology: a manual online content analysis and a software-based Sentiment Analysis methodology. The paper highlights the crucial role of new technologies both as tools of analysis in tourism and heritage studies and as “catalysts” of e-narratives able to influence place images. In so doing, the research aims at providing other researchers and policy-makers with new theoretical and methodological insights about the challenges and potentialities of smart technologies in exploring the online place image, thus contributing to a novel conceptualization of place branding through the theoretical/operational framework of Place Branding 3.0. In particular, the mixed-method approach represents an innovative framework insofar as it provides an in-depth evaluation of users’ online perceptions both at the “micro” scale—at the level of contents, through the manual content analysis—as well as at the “macro” scale, thanks to the software-based Sentiment Analysis methodology.

Place Branding: Developing a Conceptual Framework for Place Image

Asia Branding ◽  
2017 ◽  
pp. 150-173
Author(s):  
Bang Nguyen ◽  
T C Melewar ◽  
Don E. Schultz
Keyword(s):  
Conceptual Framework ◽  
Place Branding ◽  
Place Image

Does entrepreneur perception of the city’s decline matter to place attachment?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
James M. Wilkerson ◽  
Frank M. Sorokach ◽  
Marwan A. Wafa
Keyword(s):  
Place Attachment ◽  
Place Branding ◽  
Business Owners ◽  
Small Sample ◽  
Professional Service ◽  
Content Type ◽  
Place Image ◽  
The Usa ◽  
Practical Implications ◽  
Attachment Place

Purpose The purpose of this paper is to explore the association between local entrepreneurs’ perception of the city’s decline and their place attachment (measured in terms of commitment to the declining city and sense of how the declining city compares to other cities). Design/methodology/approach The authors surveyed entrepreneurs in a relatively small sample (N = 105) from a declining city of about 78,000 residents in the USA. Findings The authors found significant inverse correlations and found that, after controlling for length of residency, the entrepreneur’s perception of the city’s decline predicted lower place attachment. The authors also tested a moderation hypothesis and observed that, whereas professional-service entrepreneurs with both stronger and weaker perceptions of the city’s decline showed similar place attachment, non-professional entrepreneurs showed significantly more variation, displaying both the highest place attachment when weak in perceptions of the city’s decline and the lowest place attachment when strong in perceptions of the city’s decline. Research limitations/implications The authors discuss implications for place attachment, place image and place branding research, as well as for the study of place context’s effects on entrepreneurship. Practical implications Results hold implications for place branding’s participative development and for reasons to expect some difficulty in place branding when the context is a declining city. Originality/value Relative to prior research in place management, the research features a neglected segment of the city’s population, business owners, to study place attachment. Relative to prior entrepreneurship research, the authors advance the study of context’s effects on entrepreneurship by extending it to the place context of declining cities, which are not usually featured in entrepreneurship studies.

Portuguese Sardines - from the ritual to the brand

2017 ◽  
Vol 5 (2) ◽  
pp. 109-120
Author(s):  
Cecília Avelino Barbosa
Keyword(s):  
Social Construction ◽  
Place Branding ◽  
Symbolic Capital ◽  
City Council ◽  
Point Of View ◽  
City Branding ◽  
The Past ◽  
Behavioral Expression ◽  
The City ◽  
City Identity

Place branding is a network of associations in the consumer’s mind, based on the visual, verbal, and behavioral expression of a place. Food can be an important tool to summarize it as it is part of the culture of a city and its symbolic capital. Food is imaginary, a ritual and a social construction. This paper aims to explore a ritual that has turned into one of the brands of Lisbon in the past few years. The fresh sardines barbecued out of doors, during Saint Anthony’s festival, has become a symbol that can be found on t-shirts, magnets and all kinds of souvenirs. Over the year, tourists can buy sardine shaped objects in very cheap stores to luxurious shops. There is even a whole boutique dedicated to the fish: “The Fantastic World of Portuguese Sardines” and an annual competition promoted by the city council to choose the five most emblematic designs of sardines. In order to analyze the Sardine phenomenon from a city branding point of view, the objective of this paper is to comprehend what associations are made by foreigners when they are outside of Lisbon. As a methodological procedure five design sardines, were used of last year to questioning to which city they relate them in interviews carried in Madrid, Lyon, Rome and London. Upon completion of the analysis, the results of the city branding strategy adopted by the city council to promote the sardines as the official symbol of Lisbon is seen as a Folkmarketing action. The effects are positive, but still quite local. On the other hand, significant participation of the Lisbon´s dwellers in the Sardine Contest was observed, which seems to be a good way to promote the city identity and pride in their best ambassador: the citizens.

The impact of a mega-event on city branding: The European Capital of Culture 2010 and the image of Istanbul

2013 ◽  
Vol 3 (1) ◽  
pp. 29-50 ◽  
Author(s):  
Evinç Doğan ◽  
Ibrahim Sirkeci
Keyword(s):  
Visual Analysis ◽  
Place Branding ◽  
World City ◽  
City Branding ◽  
City Image ◽  
European Capital Of Culture ◽  
National Boundaries ◽  
Symbolic Production ◽  
The Impact ◽  
The City

This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a hermeneutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), namely Semiotics and Discourse Analysis. The analysed research material comes from a sample of posters released during the ECoC 2010 to promote 549 events throughout the year. Using stratified random sampling we have drawn 28 posters (5% of the total) reflecting the thematic groups of events in the ECoC 2010. Particular attention is also paid to the reflexivity of the researchers and researchers’ embeddedness to the object of research. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatisation of culture through spectacular events. Hence enforcing a transnationalisation of the image of the city where the image appears to be almost stateless transcending the national boundaries. Findings and methodology used in this study can be useful in understanding similar cases and further research into the processes of city and place branding and image relationships. 

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