Strategic Place Branding Methodologies and Theory for Tourist Attraction

Strategic Place Branding Methodologies and Theory for Tourist Attraction

Ahmet Bayraktar (Bozok University, Turkey) and Can Uslay (Rutgers University, USA)
Indexed In: SCOPUS
Release Date: August, 2016|Copyright: © 2017 |Pages: 394
ISBN13: 9781522505792|ISBN10: 1522505792|EISBN13: 9781522505808|DOI: 10.4018/978-1-5225-0579-2


Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population.

Strategic Place Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Cultural Perspectives
  • Health Tourism
  • Location Identity
  • Netnography
  • Place Branding
  • Social Media
  • Sustainable Communication

Reviews and Testimonials

Globalization has brought competition between cities, countries, and destinations for attracting potential consumers, investors, tourists, media and income, talent and voice, say Bayraktar and Uslay who present contributions focused on the importance of the place brand. The essays are organized into three main sections. The first introduces the concepts of place image and identity and discusses the theoretical approaches for developing sustainable place brand communication and marketing strategies. Section two introduces place branding tools and methods that local, private sector, regional, national and international actors can use for promoting destinations, cities and nations. Finally, section three presents various place branding strategies for attracting tourism and investment to destinations, cities, and nations, such as place branding through cultural and sacred places, movies, and health tourism.

– Protoview Reviews

This work examines one aspect of promoting tourism worldwide: branding, and in particular place branding. The 15 chapters explore topics such as region and city branding, branding techniques involving GIS mapping and “netnography,” health tourism, street-level branding, and protecting urban “green infrastructure” through branding. Studies cover places around the world, from Barcelona, Spain and Portland, Oregon, to cities in India. The initial chapters define place branding, its importance to an area’s economy, and methodologies to study it.
Scholars in urban studies, marketing, tourism, and several other fields will certainly find these studies of interest. This volume belongs in academic libraries of institutions where these subjects are studied. [...]. Otherwise a most useful book in its field.

– Mark Schumacher, ARBA Reviews

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Table of Contents and List of Contributors

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