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