Dissertations / Theses on the topic 'Place marketing'
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Jaafar, Norizan. "Place marketing and the antecedents of sustainable competitive places." Thesis, University of Stirling, 2011. http://hdl.handle.net/1893/3637.
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The effect of globalization is recognized as the impetus which is forcing places to compete globally. Place marketing approach is an alternative for places to attract their target markets. Review on past literature indicates sustainable competitive concept is a possible solution to handling problem of place competition. The gap in knowledge indicated by rare studies on sustainable competitiveness implies the need to identify factors that describe sustainable competitive places. The sustainable competitive concept is explained through the assessment of the roles and the relationships among factors of place sustainability, place competitiveness, place attachment, place satisfaction, and place loyalty. Conceptual model of sustainable competitive factors demonstrates the relationships of these factors. Quantitative technique based on samples of two medium-sized Malaysian cities provides usable data on residents’ perception of the sustainable competitive factors. Variance based Structural Equation Modeling reveals the conceptual model’s explanatory power and predictive capability to explain sustainable competitiveness of places. The findings mark the importance of place attachment in explaining sustainable competitive places. Economic and social factors are the main components of place sustainability, and quality of life is the main component of place competitiveness. The findings reveal place loyalty as the main factor that influences sustainable competitive place. Inconsistencies in the conclusions of previous studies suggest that they fail to notice the aspect of attachment as an important predictor in investigating place - human relationships. Implications of the thesis findings are given to policymakers.
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Rainisto, Seppo K. "Success factors of place marketing a study of place marketing practices in Northern Europe and the United States /." Espoo : Helsinki University of Technology, Dept. of Industrial Engineering and Management, Institute of Strategy and International Business, 2003. http://lib.tkk.fi/Diss/2003/isbn9512266849/.
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Myungseop, Lee. "The evolution of place marketing : focusing on Korean place marketing and its changing political context." Thesis, University of Exeter, 2012. http://hdl.handle.net/10036/4061.
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Over the last three decades, within the context of globalisation and intensified inter-urban competition, we have observed the growing use of market-centred strategy such as ‘marketing or branding places’. Despite the worsening of the economic situation since the 2008 global financial crisis, the overall trend of expansion of place marketing based on marketing science keeps going further in many cities in South Korea. Why does this phenomenon happen? How can we interpret it at this time? What does this mean for the cities and their residents? In order to answer these questions, this thesis attempts to understand the process of place marketing projects, and analyse how they were politically formed and what their actual effects were for residents. In addition, it develops a critical understanding of the evolution of urban place marketing projects from the political perspective in Gwangju, South Korea: the Gwangju Biennale, the Asian Culture Complex, the Dome Baseball Stadium, the Urban Folly, and the Gwangju Universiade 2015. Through a nation-wide Korean expert survey and a case study of Gwangju, this research shows that Korean place marketing shares common trends with Western cities as well as having some specifically Korean characteristics. In particular, it tries to reveal the evolving nature of Korean place marketing by employing a combination of multi-scalar and cultural politics approaches. The thesis concludes that some Korean cities such as Gwangju have moved toward neo-liberalisation by employing entrepreneurial strategies of place marketing.
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Eriksson, Anna, and Jesper Tränck. "Nudging: Within the Context of Place Marketing." Thesis, KTH, Fastigheter och byggande, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231764.
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Sergels torg in Stockholm, Sweden, and the surrounding areas have possibly negative associations in the minds of individuals. To then influence and change a negative mindset related to a place can be a difficult task for real estate managers. This thesis report has studied whether place marketing and nudging could and has been applied by two large real estate owners regarding the ongoing place development of Sergels torg. Since certain similarities between place marketing and nudging has been determined, the problem within the report has been concluded to how the two concepts can relate. Therefore, the aim of the report has been to examine if place marketing can be gradated when combining theory behind nudging. Place marketing and nudging have not previously been studied as integrated concepts, resulting in the formulation of new aspects around these. In this study, the strategic market planning process as a theoretical model has been used to define the term place marketing. It has been used by means of deduction to investigate how it could be used in place development and how this model could contribute to an individual’s changed mindset to places. Another model has been used in the study to define which management control measures are included in nudging. Nudging, as a term, was named in 2008 and aims to nudge individuals in a desirable direction in which they otherwise would not have taken, without including incentives nor restrictions. This study has consisted of interviews with experienced professionals from two real estate owners involved in the development of Sergels torg. The conclusion that has been drawn from the interview study is that the respondents have been familiar with and in general used place marketing when developing the area surrounding Sergels torg. On the other hand, it was less than half of the respondents who were familiar with the concept of nudging, despite this, they have to a certain extent used some of the management control measures falling within the scope of nudging. By analyzing the thesis’ empirics and theory it has been concluded that if nudging is implemented in place marketing, several advantages can be drawn, such as increasing turnouts at places and a positive outlook in individuals. Thus, making it possible to increase the social and monetary sustainability in urban development. Concluding, there are challenges regarding combining the two concepts place marketing and nudging. The challenge could briefly be described as how it previously has been defined and which interventions go under a nudge. Finally, the thesis presents a suggestion of a recommendation on how to implement nudging in the strategic market planning process.Området kring Sergels torg i Stockholm, Sverige, är möjligtvis en plats med en negativ klang i människors medvetande. Att försöka påverka och förändra en negativ inställning till en plats kan emellertid vara svårt för fastighetsägare. Denna uppsats har studerat hur platsmarknadsföring och nudging kan och har använts av två stora fastighetsägare vid utvecklingen av Sergels torg. Då vissa likheter mellan platsmarknadsföring och nudging kunnat urskiljas har problemet i uppsatsen definierats till hur de två begreppen kan relateras till varandra. Syftet med uppsatsen har därmed varit att undersöka om platsmarknadsföring kan nyanseras genom att kombinera teori bakom nudging. Platsmarknadsföring och nudging har tidigare inte studerats som begrepp tillsammans, vilket gör att denna studie belyser nya aspekter kring dessa. I studien har den strategiska marknadsplaneringsprocessen tillämpats som teoretisk modell inom platsmarknadsföring för att definiera begreppet. Den har genom härledning använts för att undersöka hur den kan användas vid platsutveckling och därmed hur den kan bidra med en förändrad uppfattning om platser hos individer. Ytterligare en modell har använts för att definiera vilka styrmedel som nudging inkluderar. Nudging som begrepp myntades 2008 och syftar till att puffa individer i en önskvärd riktning än vad de annars skulle tagit, utan att inkludera incitament eller restriktioner. Studien har bestått av intervjuer med verksamma från två fastighetsägare involverade i utvecklingen av Sergels torg. Slutsatsen som har kunnat dras från denna intervjustudie är att respondenterna känt till och i stora drag använt sig av platsmarknadsföring vid utvecklingen av området kring Sergels torg. Däremot var det färre än hälften som var bekant med begreppet nudging, trots detta har de i olika utsträckning använt sig av vissa styrmedel som faller inom ramen för nudging. Vid analys av empiri och teori har det konkluderats att om nudging implementeras i platsmarknadsföring skulle flertalet fördelar kunna härledas, t.ex. genom ökade flöden på plaster och genom en positivare inställning gentemot dessa hos individer, vilket har möjlighet att leda till en ökad social och ekonomisk hållbarhet. För att knyta ihop uppsatsen har utmaningar med att sammanföra begreppen platsmarknadsföring och nudging specificerats. Utmaningen kan kortfattat beskrivas som att det ligger i hur nudging tidigare definierats och vad som krävs för att en åtgärd ska få kallas för en nudge. Uppsatsen mynnar slutligen ut i ett förslag på en rekommendation för hur nudging skulle kunna implementeras i den strategiska marknadsplaneringsprocessen.
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Laponova, Polina <1987>. "Place marketing. Case study of Mestre, Venice." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/18636.
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Place marketing has become an active practice more than two decades ago and is actively used around the world. Successful examples of marketing and branding strategies in Amsterdam, Barcelona, Paris, etc. encourage new cities to try this popular approach. However, in reality it turns out that only a few of the implemented strategies become successful and solve the assigned tasks.
To better understand the strategy and process of place marketing, it is necessary to talk not only about general recommendations, but also to focus on the complex aspects and pitfalls.
The purpose of this thesis is to identify the features and difficulties in place marketing, find and analyze them on the example of an unsuccessful strategy of the M9 district, Venezia-Mestre and suggest methods to implement better strategies.
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Nerman, Rebecca, and Christer Fredholm. "Digital platsmarknadsföring - en fallstudie av Kils kommun digitala platsmarknadsföring : Place marketing - a case study of Kils kommun digital place marketing." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-78162.
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Syftet med denna uppsats är att undersöka hur Kils kommun använder sig av digitala kanaler i ett platsmarknadsföringssyfte. Intresset för undersökningen grundas i hur marknadsföring av platsen blir av allt större vikt för mindre kommuners överlevnad, som en konsekvens av den ökade urbaniseringen. Att marknadsföra en plats är inte ett nytt fenomen, men det blir i dagens samhälle allt viktigare i konkurrensen om invånare. Uppsatsen fokuserar på platsmarknadsföringen inom de digitala kanalerna, då dessa anses vara en stor tillgång för kommuner att marknadsföra sig genom. Samtidigt kan de innebära en demokratisk problematik, då det finns människor som fortfarande är analoga och av olika anledningar inte anammat den digitala utvecklingen. Digitala nätverk har skapat en lättillgänglig plattform som når ut till en stor mängd människor, vilket innebär ett kostnadseffektivt alternativ för platsmarknadsföring. Hur Kils kommun förhåller sig till digitala medier är något som intresserat oss under hela uppsatsarbetet. Även frågan huruvida vissa målgrupper anses mer eftertraktade i syftet att locka invånare, och därför prioriteras i platsmarknadsföringsarbetet, är föremål för uppsatsens undersökningar. Arbetet har utförts genom intervju med företrädare från Kils kommun, samt en visuell analys av kommunens digitala kanaler där Instagram varit i fokus. Frågeställningar som uppsatsarbetet avser besvara är: hur marknadsför sig Kils kommun digitalt? Vilka målgrupper riktar sig marknadsföringen till? Och hur vill Kils kommun framställa sin profil? Utifrån dessa frågeställningar analyseras och diskuteras den framtagna empirin i uppsatsen.
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Rashid, Sharifah Norazizan Syed Abd. "Cultural sustainability and local involvement in place marketing." Thesis, Cardiff University, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.326318.
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Bartis, Hugh Henry. "Local tourism governance of destination marketing organisations." Thesis, Nelson Mandela University, 2018. http://hdl.handle.net/10948/17799.
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Globally tourism is one of the biggest industries and its role is considered key in economic development. In South Africa, tourism is one of the main economic drivers. Thus, tourism contributes to the gross domestic product, generates foreign exchange and provides sustainable employment opportunities. In order to facilitate local economic development (LED), local destination marketing organisations (DMOs) need to ensure that their operations are geared towards optimising the economic advantages related to tourism growth and development. As a result the DMOs must be strategic and well-managed. One way of achieving this is to ensure that the board of directors and specifically the non-executive directors (NEDs) practise good governance. In South Africa, three (3) types of DMOs are found, namely those that are funded by local government and incorporated into the municipality. The second type of DMOs is funded by the private sector. The third type of DMOs is those funded by both the local government and the private sector. In this case, the DMO has an agreement with the local government in terms of what their mandate is and what the agreed outcomes would be. A board of directors, comprising both executive directors (EDs) and nonexecutive directors (NEDs) is responsible for the governance of the local DMO. The main research problem of the study is the attributes and experience of the nonexecutive directors that serve on the boards of DMOs in accordance with developmental standards of best practices. In order to address the main problem, the following research objectives were formulated: To identify best practice by examining the literature as to how NEDs are prepared to serve on boards of both listed and non-listed organisations. To determine whether any policy frameworks provide guidance to NEDs serving on DMOs in South Africa. To examine whether any training or preparatory programmes exist specifically for NEDs in DMOs. To investigate whether NEDs should have specific attributes that would improve their governance of DMOs. To develop a set of recommendations that would assist NEDs to play a more effective role when executing their responsibilities. In order to address these research objectives, a quantitative research methodology was adopted sampling all the DMOs in South Africa that could be identified and were governed by a board of directors. For this purpose, a self-completed questionnaire was distributed to the board of directors of DMOs and specifically the non-executive directors. The results of the study indicated that no guidelines existed that DMOs could follow to better prepare the NEDs of local DMOs. Furthermore, no policy frameworks provide guidance to NEDs serving on local DMOs. The only guidelines that exist are generic guidelines of the King IV Report for NEDs of listed and non-listed organisations. In addition, Pike (2016:108) listed a number of characteristics of good governance. The study also revealed that no training or preparatory programmes exist for the NEDs of local DMOs. Finally, the study highlighted five (5) attributes that NEDs consider as critical in fulfilling their obligations. These include the empowerment of NEDs, the commitment of NEDs, communication with NEDs, job satisfaction of the NEDs and the need for NEDs to understand policy frameworks relevant to their tasks.
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Lindgren, Nikki, and Claes Lindgren. "Marketing’s Evolution as an Economic Development Strategy : a Washington County, Utah Case Study." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-9891.
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ABSTRACT Authors: Nikki Lindgren and Claes Lindgren Professor: Stig Sörling Title: Marketing’s Evolution as an Economic Development Strategy: A Washington County, Utah Case Study Background: Economic development has been a priority of areas for some time. In the mid-1980s, economic policies and marketing practices joined forces. During this time, cities, regions, states and countries began a clear shift from narrow economic development views to a broader set of strategies to attract new and maintain old businesses, boost tourism, attract investors and expand overseas trade. Today, places have increased their use of highly sophisticated marketing strategies aimed at building competitive markets while targeting specific buyers and positioning the community’s resources to respond to specialized buyer needs and desires. Aim and Purpose: The purpose of the study is twofold: first, to explore how place marketing fits into general marketing efforts and secondly, to provide insights into what factors influence the success of places. Three questions were developed to assist in the direction of the research and to assist in gaining practical and tactical insights obtainable through a case study analysis. Methodology: Theoretical and empirical data is provided and analyzed using the actor’s approach. Primary data is collected via direct observations, email, phone interviews and open dialogues. Secondary data is collected via Internet, magazines and newspapers and meeting notes to provide further depth and to elaborate upon the theoretical findings. Results: We expect the study to highlight important phenomena that occur when viewing place marketing as a general marketing effort. We also expect to uncover practical “success factor” insights into place marketing from which civic and private entities can learn.
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Hjelte, Emelie. "Att forma och sälja en destination : En studie som undersöker och analyserar Höga Kustens arbete med platsvarumärke och platsmarknadsföring." Thesis, Umeå universitet, Kulturgeografi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-122647.
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Today more people choose to travel, both for business and leisure, which have resulted in that tourism gradually are considered to be an important industry for different places. The increased possibility to travel and globalization is the main reason why destinations more often tend to use place branding and place marketing as a strategy to differentiate themselves against their competitors. This paper aims to study the phenomenon place marketing from a producer perspective on the destination High Coast, Sweden. Interviews was conducted with both the destination-organization and various tourism company within the region. The study aims to answer following questions: In which way do the destination developers at the High Coast work with place branding and place marketing? Perceive tourism companies in the High Coast area any benefit of and do they share the image that the destination developers want to convey? This paper shows how a destination actively work with packaging and communicating the core values of the destination. The developers work includes for instance a brand analysis where the involvement of companies and local people is one of the main points. The majority of the tourism business companies within the destination High Coast also feel that they can take advantage of the destination developers branding and that they, as individual companies, can help promote the destination.
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Warnaby, G. C. "The marketing of urban places with specific reference to retailing." Thesis, Manchester Metropolitan University, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.269562.
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Wahlqvist, Stina, and Therese Larsson. "Brand New City : A Place marketing study on Jönköping." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-413.
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Traditionally, branding is all about differentiate the product from its competi-tors. When the brand is a place another level of complexity is added. A place has several different stakeholders that all have to communicate the same mes-sage in order to create a strong brand. Place marketing is a rather new theoreti-cal field and not many researchers have explored this phenomenon, therefore, there does not exist any common practice within this line of study. Compared to a product the stakeholders of a city often have quite different objectives, and therefore there is a risk that they communicate messages that contradict each other. Which features of a city is needed to create a strong brand?
The purpose of this thesis was to expore how the stakeholders within the city of Jönköping can cooperate in order to build a strong city brand.
The authors have chosen to focus on a qualitative method and personal inter-views as the primary source of information. The respondents that participated in this study were influential persons in leading positions within the main stakeholder groups in Jönköping, that is the public sector, the private sector and the university. Further the Managing Director of FMJ was interview. In order to determine, which of these stakeholders that were of interest the authours have used the snowball approach. To complement these findings secondary data, including three attitude surveys, have been analysed.
The authors have concluded that Jönköping does possess a few quite strong brand associations, however, the problem that the city has is the lack of an suf-ficient product to sell. A couple of years ago Jönköping established FMJ to take care of the external marketing and since than it has been many improve-ments, nevertheless the authors believe that another form of cooperation is needed. The city would have to develop a new organization with the base within the municipality, but it should include all the important stakeholders. The main tasks of this cooperation would be to integrate these stakeholders and build a strong product, which should emphasis the most important fea-tures of the Jönköping.
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Rosemond, Mack Rashad. "Marketing and crisis plan for Summit Place Apartment Homes." CSUSB ScholarWorks, 2002. https://scholarworks.lib.csusb.edu/etd-project/2072.
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The objective of conducting primary research for the Summit Place Apartment Homes is to create a profile of people that are presently living in Summit Place. When dealing with apartment properties, marketing plans are definitely a necessity, as well as a good crisis plan. The residents' main concerns were safety and better customer service.
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Castillo, Villanueva Jaqueline, and Ocampo Katerine Díaz. "Dental place." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2012. http://hdl.handle.net/10757/315427.
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La visita al dentista ha sido tradicionalmente reconocida con un evento desagradable y doloroso, esta idea perdura hoy en día a pesar de la creciente preocupación de los profesionales por crear ambientes cómodos y de confianza junto con el empleo de técnicas alternativas. La ansiedad por acudir a la consulta dental cuenta con una prevalencia en la población general que ronda el 50% . La alta incidencia reportada por diferentes estudios ha llamado la atención de psicólogos y odontólogos por las consecuencias directas en la salud oral y en el bienestar de los pacientes. Por esto creamos un nuevo concepto de tratamiento odontológico en el cual se adicionan terapias alternativas para disminuir la ansiedad y el stress antes, durante y después del tratamiento odontológico. DENTAL PLACE se basa en mejorar la estética dental ofreciendo lo mejor en tratamientos odontológicos interrelacionando con la reflexología y acupuntura, técnicas de medicina alternativa que ayudarán a relajar a los pacientes. DENTAL PLACE, es una clínica enfocada en cambiar la ansiedad y el stress que genera la consulta, empleando métodos y técnicas diferentes. Nos basamos en estudios de medicina complementaria, en el optimismo y el buen humor para cambiar el concepto de la ansiedad . Daremos tratamiento al 20% de los pacientes que presentan niveles altos de estrés y temor a la consulta odontológica. La clínica estará ubicada en el distrito de San Borja y brindará sus servicios a toda persona que lo requiera. En el primer año esperamos atender a 1.5% de nuestro mercado objetivo que equivalen a 1,560 atenciones aproximadamente. Para el quinto año esperamos atender al 5.2% el cual equivale a 6,500 atenciones. Nuestro mercado objetivo son personas pertenecientes a los Niveles Socioeconómicos (NSE) A y B, ya que son los que tienen mayor poder adquisitivo y son más afines a nuestros plan de marketing. Nuestro segmento de mercado requiere un plan de marketing agresivo. Por eso dentro de nuestro plan está la promoción por medios de comunicación como la radio y televisión y medios escritos. Nuestra propuesta de valor para el cliente es incorporar terapias alternativas como son acupuntura y reflexología, orientados disminuir y eliminar el uso de anestésicos locales, que está demostrado que incrementa los niveles de ansiedad y de esta manera disminuir el stress que se genera durante la consulta. La inversión inicial será de S/. 190,000.00 (Ciento Noventa Mil con 00/100 Nuevos Soles), siendo la principal inversión la compra de equipos y los gastos iniciales de la operatividad del negocio que llega a un monto de S/. 98,552.00. Debido a que es una empresa nueva y no cuenta con líneas de crédito, inicialmente los accionistas asumirán el 100% del financiamiento, sin embargo al tercer año ya podrán recuperar una parte de su inversión. De acuerdo al flujo de caja realizado y a los supuestos establecidos, como resultados financieros se estima un Valor Actual Neto (VAN) de S/. 158 (Ciento cincuenta y ocho soles), un Costo de Oportunidad de 32.5% y una Tasa Interna de Retorno (TIR) de 51%, lo cual es bastante atractivo considerando el riesgo del negocio y las rentabilidades de negocios similares tales como clínicas dentales, laboratorios de análisis médicos, etc. Incluso la inversión inicial tiene un monto menor frente a negocios similares.Tesis
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Hunt, William Norman. "Destination marketing: George." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/5604.
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A destination is often given its identity by its brand name, creating an image thereof in the customers’ minds which means that destinations exist not only physically but also mentally in the minds of people. Destination marketers play a role in the creation of the images of such destinations which is dependent on what the destination offers in its depth and breadth. Destination Marketing Organisations (DMOs) should be able to not only understand their destination’s offerings but also who they are targeting and how they should market the destination. DMOs have evolved to become more than mere destination information providers as considerable destination information is now created by fellow travellers which are shared via social networks. The most important change resulting from adopting the concept of social capital in the context of tourism would be that tourism scholars and DMOs become aware of the importance of resources obtained through an individual’s social interactions. Despite the fact that the town of George has a number of attributes it is able to market to potential visitors, it does however not automatically make it a desired destination. The main objective of this treatise is to determine what would give George its marketable destination identity which will be achieved by gaining an understanding of the local residents’ viewpoints of George and to measure them according to specific attributes which are carefully formulated in a survey questionnaire. This treatise aims to determine what George can do to create a destination identity and how such an identity can be applied in the successful marketing of George as a destination town. It is an exploratory quantitative study consisting of literature and case study components used to test proposed hypotheses. It aims to provide guidance to the destination marketers by way of researched literature on the topic of destination marketing as well as offer empirical data gathered from responses to a survey conducted with local residents of George which is focused on creating a destination identity through its business, cultural and sporting events. Based on the statistical analysis of the survey results it will be shown that a relationship exists between Destination Marketing and Events, Branding and Media,which plays a pivotal role in the successful marketing of such events and thereby the brand image of the destination. Based on the literature findings and the empirical data gained for this treatise it was shown that events can be used to create a new brand image for a town like George which already possesses a natural beauty and friendly people. Examples will be discussed where destinations throughout the world have managed to change their brand without changing their environment, from which they have gained a new destination brand. George can strategically convert what it already has to become the destination of choice in terms of intra-town activities and events which could not only enhance its own economy but also that of the surrounding towns. The geographic location of George and that of the Surrounding tourist attractive towns make it possible to design and implement intra-town events with relative ease. As found in researched literature, the residents should be made part of any destination marketing campaign. These events should be designed to incorporate the surrounding towns to capitalise on the concept of intra-town events where George becomes the main centre but uses outlying towns to lure tourist. Respondents to the survey indicate that they somewhat agree that George has sufficient infrastructure to host sports (μ = 3.77), cultural (μ = 3.61) and business events (μ = 3.88) and that hosting such events in George would create job opportunities. The responses for all three event types in this regard have a mean value above μ = 4. Respondents indicated that religious events are deemed the most important (mean value μ = 4.25) while also indicating that they agreed with a mean value of μ = 4.18 that entrance fees influence their decision to attend events. The empirical research conducted in George was designed to gain a representative viewpoint of its residents in terms of what they deem the identity of George to be, the main objective (ROM) of which was to determine what would give George its destination identity. The composite image of the residents of George was measured according to specific attributes which were carefully formulated in the survey.
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Smith, Derrin W. "Place Marketing and the Image of Cleveland and Northeast Ohio." Kent State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=kent1308006044.
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Fransson, Elin. "Ett stort evenemang - En liten stad : Synen på Vätternrundan genom fem representanter." Thesis, Linköpings universitet, Avdelningen för historie-, turism- och medievetenskap, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-91036.
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Vätternrundan is an annual sporting event that takes place in the Swedish town Motala since 1966. It is one of the world largest recreational bicycle rides and attracts over 20 000 participants each year. This study focuses on event effects and how an event can be of value within the principles of place marketing. Within this study five representatives were interviewed with semi-structured interviews. The results show that the representatives describe Vätternrundan as a positive event which mostly generates positive effects for the city itself and for the people living and working there. The effects consist of the events ability to create awareness of the place, the possibility to extend the tourism season and several social effects like solidarity and interaction. The result also shows that Vätternrundan is a well-known brand and because of this it can be used as an advantage in place marketing. The event also provides the place with an activity and a reason to travel there. The combination of the long sporting history in Motala and the sporting event Vätternrundan also provide Motala with a chance to differentiate themselves in relation to other places where sport is a unique part of the city.
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Pikkujämsä, P. (Pauliina). "Place marketing and foreign direct investments in the changing ICT era." Doctoral thesis, Oulun yliopisto, 2018. http://urn.fi/urn:isbn:9789526219899.
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Abstract The purpose of this study is to explore how place marketing manifests within foreign direct investment (FDI) in the new era of information and communications technology. The study reviews the literature on place marketing that emphasises FDI and defines place marketing as a tool to pursue FDI more systematically and efficiently in order to increase the value of a place. The study shows that place marketing can be used in multiple ways to pursue inward FDI activities and that it is multifaceted, not just a service offered by investment promotion agencies. This empirical study of place marketing within FDI follows a multiple case study method. The data are drawn from interviews with nine FDI case companies and their respective investment promotion agency representatives and facilitating research, business and funding actors. The study approaches place marketing within FDI from an explorative perspective, studying how place marketing can improve FDI by interpreting investment decisions through the lenses of place marketing and place branding elements, management and assessment. The analysis identifies the place marketing factors that impact the FDI process from the preparation phase through the post-investment phase. Through the FDI process, a regional image is generated, and the place becomes visible. This study develops a conceptual model that proposes that place marketing manifests within FDI through goals, networks, individuals and regional competences. The goals are set to develop the framework for place marketing within FDI. Stakeholders’ engagement forms a strong ecosystem network that can be a major regional asset to attract and sustain investments. Each FDI case creates, develops and sustains its own network, within which the contributions of individuals with technical and managerial skills are key to successful place promotion. The competence of the regional ecosystem sets the scene for the investment opportunity. Regarding managerial implications, this study proves that strategic, inward FDI activity requires long-term regional commitment from stakeholders and an allocation of resources during not only the pre-investment phase, but also the post-investment phaseTiivistelmä Tämän tutkimuksen tarkoituksena on selvittää, miten paikanmarkkinointi edistää suoria ulkomaisia investointeja ICT-teknologian uudella aikakaudella. Tutkimuksessa tarkastellaan paikanmarkkinointia koskevaa kirjallisuutta, jossa käsitellään ulkomaisia suoria sijoituksia ja määritellään paikanmarkkinointi keinona hankkia sijoituksia järjestelmällisemmin ja tehokkaammin paikan arvon kasvattamiseksi. Tutkimus osoittaa, että paikanmarkkinointia voidaan käyttää monin tavoin ulkomaisten investointien houkuttelussa ja että se on monipuolinen kokonaisuus eikä pelkkä investointien edistämispalvelu. Tässä empiirisessä paikanmarkkinoinnin tutkimuksessa käytetään usean tapaustutkimuksen menetelmää. Tiedot perustuvat yhdeksän ulkomaisen kohdeyrityksen ja heidän edustajiensa sekä alueellisten tutkimus-, yritys- ja rahoitusalan toimijoiden haastatteluun. Tutkimus lähestyy ulkomaisiin sijoituksiin kohdistettua paikanmarkkinointia eksploratiivisesta näkökulmasta selvittämällä, miten paikanmarkkinointi voi edistää investointeja paikanmarkkinoinnin ja brändäyksen elementtien, johtamisen ja arvioinnin kautta. Analyysissä yksilöidään ne paikanmarkkinoinnintekijät, jotka vaikuttavat suorien ulkomaisten investointien prosessiin valmisteluvaiheesta investointivaiheeseen ja sen jälkeen. Investointiprosessin kautta alueellinen kuva vahvistuu ja paikka tulee esille. Tässä tutkimuksessa kehitetään käsitteellinen malli, jonka mukaan suorien ulkomaisten investointien houkutteluun suunnattu paikanmarkkinointi ilmenee toiminnan tavoitteiden, verkostojen, yksilöiden ja alueellisten valmiuksien kautta. Tavoitteet luovat viitekehyksen ulkomaisten suorien sijoitusten paikanmarkkinointiin. Sidosryhmien sitoutuminen muodostaa vahvan ekosysteemiverkoston, joka voi olla merkittävä alueellinen voimavara houkutella ja ylläpitää investointeja. Jokainen investointitapaus luo, kehittää ja ylläpitää omaa verkostoaan, jossa teknisten ja johtamiseen erikoistuneiden yksilöiden osallistuminen prosessiin on keskeistä. Alueen ekosysteemissä osaaminen luo mahdollisuuden investointiin. Johtamisen vaikutusten osalta tämä tutkimus osoittaa sen, että strateginen, suorien ulkomaisten investointien houkuttelu edellyttää sidosryhmien pitkäaikaista sitoutumista ja resurssiallokaatiota paitsi investoinnin esivaiheessa myös niiden myöhemmässä vaiheessa
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Gouveia, Hermano. "Das Beiras para o Centro : a imagem da região Centro junto dos seus habitantes." Master's thesis, Instituto Português de Administração de Marketing, 2012. http://hdl.handle.net/10400.26/6787.
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A utilização do marketing como estratégia de gestão e promoção territorial pode ser uma mais valia para os locais aumentarem
a sua competitividade e atractividade. A marca de um local é cada vez mais considerada como um activo importante no seu desenvolvimento e uma ferramenta fundamental para que os lugares (comunidades, cidades, regiões ou países) se distingam e melhorem o seu posicionamento. A Região Centro é uma criação administrativa recente que aglutina, em grande parte, as antigas regiões das Beiras. O principal objectivo desta investigação consistiu no desenvolvimento do conhecimento empírico, no que concerne à opinião dos habitantes da região sobre a Região Centro, nomeadamente no que respeita ao seu nível de identificação com a região, com a sua marca e o seu sentimento de pertença a esta nova realidade geográfica. A metodologia adoptada consistiu numa abordagem mista, sendo a qualitativa numa fase inicial e, posteriormente, numa abordagem quantitativa que se materializou na realização de um inquérito aos habitantes da Região Centro, tendo-se obtido uma amostra de 2.050 indivíduos. Os resultados foram submetidos a testes estatísticos por forma a validar as conclusões da investigação. Apesar de os resultados mostrarem que, parece não ser linear para os inquiridos, fazer a separação entre a marca e a região, foi possível determinar as variáveis que influenciam as percepções dos habitantes quanto à marca e à região e concluir que os inquiridos associam à marca as mesmas características e atributos que associam à região.
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Soto, Sanhueza Luis. "Place Brand love : propuesta de escala para medir la conexión emocional con un destino a través de la marca lugar." Tesis, Universidad de Chile, 2017. http://repositorio.uchile.cl/handle/2250/145845.
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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETINGEl amor a la marca lugar es un constructo que se compone de integración, identidad, afecto, pasión y dependencia que refleja la conexión emocional con un destino basado principalmente en la relación de largo plazo con el lugar y las personas con las que se pueda encontrar en ese lugar. Si bien el place attachment ha explicado de la mejor manera la conexión o lazo con un destino, se cree que al complementarlo con el amor a las marcas basado en relaciones interpersonales se puede crear un constructo más completo que entienda la emocionalidad que involucra amar de manera sostenida en el tiempo a un lugar. Los resultados obtenidos a través de encuestas online a 320 estudiantes jovenes arrojan que las dimensiones que componen el amor a la marca lugar forman parte de manera significativa, por lo que se espera sentar una base teórica sólida que favorezca futuras investigaciones en el ámbito emocional del turismo a través de las implicancias y conclusiones de esta investigación.
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Rocha, Ruben Nave. "Processo integrado de place branding: : o caso da cidade de Lisboa." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12701.
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Mestrado em MarketingO place branding é um conceito bastante recente na área do marketing e, apesar do crescente número de publicações ainda procura uma definição e modelo de aplicação consensual. Devido à complexidade dos locais, considerando as várias dimensões e os mais variados stakeholders envolvidos torna-se uma tarefa difícil definir uma estratégia de marketing e branding para os mesmos. Como tal, o presente trabalho aborda a evolução do conceito e um conjunto de dimensões sugeridas por Kavaratzis (2009), sobre as quais os gestores das cidades devem agir, servindo também de comparação com o caso da cidade de Lisboa. Os resultados revelam que existe uma crescente importância na criação e gestão de uma marca da cidade de Lisboa, ainda que de forma embrionária, algo que não foi impeditivo de alcançar os objetivos propostos pela gestão da Câmara Municipal.
Place branding is a quite recent discipline in the marketing area, and despite the growing amount of publications there is still a lack of a conclusive definition or framework about the theme. Due to the complexity of places, considering the many dimensions and stakeholders involved it becomes a difficult task to plan a marketing and branding strategy to places. As such, this work takes on the evolution of the concept and a group of dimensions sugested by Kavaratzis (2009) upon which city managers should act on, being also used to analyze the case of the city of Lisbon. Results reveal that there is a growing importance given to the creation of a brand to the city of Lisbon, yet still on a embryonic level, something that seemed to have not been an obstacle to the objetives proposed by the City Council management.
N/A
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Keenan, John Stephen. "Affective tourism marketing : how and why place marketing companies attempt to elicit hedonic emotions using audio-visual stimuli." Thesis, University of Leicester, 2010. http://hdl.handle.net/2381/8342.
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This thesis reports on research into the measurement of emotion in advertising. Its hypothesis is "the presence of three precognitive stimuli - voice, music and face - in adverts will cause a corresponding emotional effect in viewers‟. This thesis attempts to find a replicable and reliable way of counting the presence of these three stimuli posing a new model of testing adverts for emotional content and responses. The model proposes that adverts are tested from an encoding and decoding perspective and suggests a four-stage process of interview, content analysis, biofeedback test (using electromyography (EMG), heart-rate and skin conductance) and self-report test (using Feeltrace). This model is explained in this thesis then tested using an example of place adverts. Interviewers of some of the encoders of place adverts indicated that eliciting hedonic emotions were one of their aims which was tested by a content analysis which confirmed the presence of voice, music and faces which expressed hedonic emotion. 20 subjects volunteered from the University of Leicester to undergo the biofeedback and self-report experiments, watching 20 adverts for places. The results showed that the stimuli had a hedonic effect on the biological and cognitive aspects of emotion but there was no significant correlation between the level of hedonic stimuli in the adverts and the responses.
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Thinières, Anne. "Le marketing direct a t-il sa place dans la communication médicale ?" Paris 5, 1994. http://www.theses.fr/1994PA05P082.
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Brits, Cherie. "Marketing Australian National Identity Through Film: The Place of the Video Store." Thesis, Brits, Cherie (2011) Marketing Australian National Identity Through Film: The Place of the Video Store. Masters by Research thesis, Murdoch University, 2011. https://researchrepository.murdoch.edu.au/id/eprint/10650/.
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Video stores are one of the main sources of entertainment within Australia today. The films borrowed and sold portray varying cultures, issues and opinions. Assumptions of the educational efficacy of Australian films have always been bumped up against assertions of commercially produced Australian films as mere entertainment. Films are borrowed or bought for diverse reasons but since nationalism is often buttressed by narratives, the video store itself can be used as an instrument to promote and even measure cultural identity. Because film is a major part of popular culture and the video store plays a fundamental role in this domain, I wish to argue that video stores could be used as influential portals for the promotion of Australian films and by consequence of Australian national identity.
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Lee, Jumyong. "Customer relationship marketing by destination marketing organizations does it lead to favorable behavioral intentions to meeting planners?" Doctoral diss., University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4784.
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In convention market, one of the fastest growing sectors in hospitality industry, meeting planners play an important role to select a destination for their event. Therefore, a good relationship with them can be a competitive advantage for a convention destination considering a fierce competition among the destinations. The objective of this study is to develop an empirically valid relationship marketing (RM) model that would verify the antecedents, mediators, and consequence of the relationship between the destination marketing organization (DMO) and meeting planners. This study found three antecedents (i.e., customer orientation, familiarity, and reputation) of the RM mediating constructs that consist of satisfaction, trust, and commitment as well as consequence (i.e. behavioral intention) led by the RM mediators based on review of the literature. Therefore, the hypothesized relationships 1) between the antecedents and the mediators, 2) between the mediators, 3) and 3) between the mediators and the consequence in the model were tested by using structural equation modeling (SEM) with LISREL results. Eight out of eleven hypotheses were supported by the examination of path coefficients while 33 observed indicators were confirmed in the measurement model through confirmatory factor analysis (CFA). The SEM results showed the significant relationships that lead to meaningful implications in both industry and academia while this study is not immune to limitations that can be the starting points of recommendations for future studies.ID: 030646222; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (Ph.D.)--University of Central Florida, 2011.; Includes bibliographical references (p. 190-200).
Ph.D.
Doctorate
Education and Human Performance
Education; Hospitality Education Track
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Leuschner, Rudolf. "The Impact of Product, Price, Promotion and Place/Logistics on Customer Satisfaction and Share of Business." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1291203718.
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Vieira, Inês Isabel das Neves. "O desenvolvimento da Nazaré através do marketing territorial e do branding." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/28512.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.O Marketing Territorial é considerado um instrumento estratégico, cuja principal finalidade é melhorar a competitividade e o desenvolvimento do território, através da sua promoção e comunicação. Este instrumento estratégico pretende desenvolver um território, garantindo-lhe uma nova imagem, mantendo características de valor e “apagando” velhos conceitos ou preconceitos que possam existir por parte tanto dos residentes como dos visitantes (Barros, Gama, 2010). A presente investigação focar-se-á no estudo de um caso em particular, o desenvolvimento da Nazaré através do Marketing Territorial e do Branding. A Nazaré, conhecida como uma das vilas piscatórias mas típicas de Portugal, é atualmente reconhecida pela prestação do surfista havaiano Garrett McNamara na Praia do Norte (uma das praias da Nazaré), tendo conquistado o título de Maior Onda Surfada do Ano, pelo Billabong XXL (Diário de Notícias, 2012). Esta vila é compreendida por sete praias, sendo que a Praia da Vila e a Praia do Norte são as mais conhecidas e divulgadas pelo Município, pelo Turismo do Centro de Portugal, onde atualmente está integrada a Nazaré e pelo Turismo de Portugal (Turismo de Portugal, Revista Nazaré, 2014). Tendo em conta os objetivos da investigação, esta passará por entender quais as principais características definidoras e qual o potencial do território em questão, determinando assim como o desenvolvimento da indústria do surf na Nazaré poderá contribuir para o crescimento sustentável do território. Pretende-se que sejam aprofundados os conhecimentos já existentes sobre a Vila e a sua ligação à cultura do surf, recriando a marca Nazaré, bem como explorar o potencial da Vila, tornando-a num local mais atrativo tanto para os turistas como para os residentes. É extremamente importante captar a capacidade que a Vila tem de se expandir e entender as qualidades que a mesma já tem e os seus recursos naturais.
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Choi, Jungmin, and Jesper Persson. "Place Branding Strategies for Alvesta Municipality." Thesis, Växjö University, School of Management and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-2279.
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Thesis Purpose: The purpose of this study is to develop an increased knowledge of place branding, study the perception of inhabitants’ regarding Alvesta as a place and to explore an extended relationship between Alvesta and Växjö municipality.
Methodology: The methodology of the study is conducted with qualitative and quantitative approach. There were two interviews in Alvesta and Växjö municipality office. A total number of 216 questionnaires were gathered in three urban areas in Alvesta municipality.
Theoretical Framework: For this study place branding theory has been used as a guideline and SWOT, Gap analysis and Co-opetition theory were used to analyze Alvesta municipality as a place and its inhabitant’s perception.
Empirical Finding: A total of 210 questionnaires were analyzed statistically through SPSS with functions such as cross tabulation, compare means, and scale reliability analysis. Also the results of two interviews with the Alvesta and Växjö municipality are written in this chapter regarding the theories used in this thesis.
Analysis: The analysis chapter integrates the theory and the results of the empirical findings. Alvesta’s brand and service were evaluated based on SWOT and gap analysis. A co-opetition relationship was suggested between Växjö and Alvesta municipality in different issues such as branding, infrastructure and education.
Conclusion: From this study we have attained insight that Alvesta municipality is in the initial stage in branding and there is a service gap in the inhabitants’ perception. Finally this study contributes how Alvesta municipality can create mutual value by cooperating and competing with Växjö municipality.
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Strömberg, Marcus, and Alexander Nyiri. "Arenaboomen inom svensk fotboll : En studie om hur allsvenska fotbollsklubbar använder sig av olika marknadsföringsstrategier." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-49317.
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Inledning Under många år har det varit svårt för fotbollsklubbarna i allsvenskan att locka publik till sina matcher och de senaste 10 åren har det dessutom byggts nya arenor med större publikkapacitet. För att attrahera fler åskådare till fotbollsmatcherna är marknadsföring en viktig del där problematiken ligger i att det är flera delar som behöver samordnas. Syfte Syftet med studien har varit att kartlägga och beskriva hur fotbollsklubbarna arbetar med olika marknadsföringsstrategier för att locka mer publik till matcherna. Studien grundas på de lag som spelar på fotbollsarenor som byggts eller renoverats de senaste tio åren. Metod Genom relevanta vägval har studiens frågeställning kunnat besvaras. Det genom insamling av material i form av teoretiskt material från litteraturen och genom intervjuer. Studien har utgått från en hermeneutisk forskningsprocess för att tolka det insamlade materialet. Slutsats Fotbollsklubbarna i studien använder sig på något sätt av alla de marknadsföringsstrategier som har presenterats. Det behövs dock läggas mer arbete på att få en bättre balans mellan dem för att kunna skapa en framgångsrik marknadsföring. Lyckas de få en liten höjning av publikantalet kan det i slutändan hjälpa då folk lockar folk.
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Zeder, Marco. "Being competitive in a virtual market place." Aix-Marseille 3, 2003. http://www.theses.fr/2003AIX30035.
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Etre compétitif dans un marché virtuel dans le champ d'activité des ascenseurs et plus particulièrement pour le groupe Schlinder, nous amène à nous poser les trois questions de base: où sommes nous actuellement, où voulons nous aller, et comment faisons nous pour y aller ? Pour ces trois aspects A, B, C, nous examinerons dans ce travail et respectivement, A: la description du "business", le marketing, le design, la R&D, le manufacturing et le management, les risques financiers et les étapes clés. Pour la partie B: les tendances globales, l'évolution du style de vie, l'évolution dans le domaine des ascenseurs, la mouvance générale et la stratégie du groupe Schlinder. Pour la partie C: l'analyse des "clusters" internes et externes, ainsi que le niveau de satisfaction des clients, les GIE, les firmes multinationales du secteur et qu'est ce qui développe la satisfaction du client. L'objet de ce travail qui se situe dans le cadre de la recherche-action, est d'examiner comment analyser ces différents aspects et comment extraire à partir de cette analyse les meilleures pratiques et les "guidelines" pour donner au groupe Schlinder la meilleure place possible dans le marché virtuel des ascenseursBeing Competitive in a Virtual Market Place in the field of Elevator and specially of the Schlinder Group, put on the spot three main topics: Where are we now; Where do we want to be; How do we get there ? For these three topics, A, B, C we will examine for part A: Business Description, Marketing, Research design and develoment, Manufacturing, Management, Critical Risk, Financial and Milestones. For part B: Global trends, Future Lifestyle and City trends, Elevator On The Move, Strategy of the Schlinder Group. For part C: multinational Corporation, GIE analysis, Cluster Analysis, Internal and extrenal alignment, Customers satisfaction Survey, Decision Making Analysis, What makes the Customer Happy. The object of the present work which takes place in the research-action scheme, is to examine, comment analyze those different aspects of these main points to extracts the best practices and guidelines to increase the position of the Schlinder Group in a Virtual Market Place in the field of Elevators
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Havlíková, Ivana. "Role distribuce v marketingu muzeí." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15393.
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Marketing has been part of everyday work in cultural institutions including museums since the end of the last century. Diploma paper is focused on the distribution (in the sense of marketing tool "Place") of museum services to the audience. The basics of museum marketing are outlined in the first theoretical part of the diploma paper. The second part is devoted to the role of distribution in museum marketing and to the analysis of new trends. This part is accompanied with the examples of best practices of everyday work of Czech and foreign museums. In the third part, the attention is focused on distribution of National Museum. First it describes its main insufficiency, afterwards it proposes the basic frame of distribution strategy for National Museum for the near future, when its main building will be closed down for reconstruction.
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Eggeling, Kristin Anabel. "Brand new world : the politics of state-branding in Kazakhstan and Qatar." Thesis, University of St Andrews, 2018. http://hdl.handle.net/10023/16789.
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This thesis explores the political use of branding in international relations by focusing on the branding exercises of the Republic of Kazakhstan and the State of Qatar over the last two decades. In most of the existing literature, branding is theorised as a representational and instrumental practice that is strategically used to increase a country's competitive edge. Adopting a critical constructivist lens to the study of International Relations (IR), this thesis challenges this reading and argues instead that branding is a productive and inherently political practice that (re)produces dominant interpretations of state-identity rather than merely describing them. Based on the core constructivist claim that much of politics revolves around the competition to give meaning to the world, this thesis argues that the version of the state promoted through branding is neither neutral nor brand new, but inherently politicised and tied to the conversation and legitimation of the incumbent political regime. Inspired by the ongoing practice turn in IR, the starting point for the analysis is a focus on the display of the state through a range of everyday practices long ignored by IR scholars. In particular, it focuses on how the political leadership in both Kazakhstan and Qatar has used the urban development of their capital cities, the hosting of international sports events, and the construction of 'world-class' universities to present new ideas about their state to various inter/national audiences. Using an original data corpus of multimodal primary and secondary material, the analysis traces how branding practices produce and normalise a certain interpretation of Kazakhstani and Qatari statehood, and then interrogates how we can understand this interpretation as politicised and tied to the interests of the regime. The goal of the analysis is twofold. First, this thesis aims to elucidate how relevant instances of state- branding unfold and travel across different empirical contexts (Kazakhstan and Qatar) and cases (urban development, sports and education). Second, it aims to push current scholarly understandings by (re)conceptualising branding as a genre of contemporary identity politics, and produce broader insights about the characteristics and mechanisms of this increasingly normalised - yet often as politically non-salient dismissed - practice of international relations.
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Aarnio, Jenny, and Ida Erlandsson. "Kalmar - ett platsvarumärke i skuggan av Öland och Glasriket : En studie om destinationsutveckling." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20886.
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Turismen i Kalmar har ökat de senaste åren, men hamnar till synes i skymundan av Öland och Glasriket. Hur får man besökare att få upp ögonen för Kalmar som primära resmålet och hur får man dem att stanna? Vi har i denna uppsats intresserat oss för att ta reda på hur ett starkt platsvarumärke skapas och vad som således krävs för att bli en framgångsrik destination, samt hur man kan använda sig av platsmarknadsföring för att nå ut med platsvarumärket till potentiella målgrupper.
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Mac, Vai Iun. "Marketing in a small place : the case of the tertiary sector of Macau." Thesis, University of Macau, 1994. http://umaclib3.umac.mo/record=b1636752.
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Bai, X. "Legitimating London 2012 : urban mega-events and the geography of Olympic place marketing." Thesis, University College London (University of London), 2014. http://discovery.ucl.ac.uk/1427689/.
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This dissertation investigates the place marketing aspect of the London 2012 Olympic Games and the complexity of different geographies and interest groups surrounding such urban mega-events with theories on different levels of abstraction. Adopting the hegemonic political and economic theories of Neoliberalism on the general and macro level, and the more specific theories of place marketing on the micro level, this research argues that place marketing is one of the neoliberal imaginaries used to legitimate neoliberal practices, such as Olympic land acquisition. The author connects the abstract theories of Neoliberalism and the concrete theories of place marketing with Sklair’s Transnational Capitalist Class (2001) theory which suggests the formation of globally mobile elites who with their highly mobile capital have become very influential in the staging of urban mega-events and mega projects. In the particular case of the Olympic Games, some of these mobile capitalists have been very active in providing official sponsorship in exchange of exclusive marketing rights to associate their brands with the Olympics. Based on reviews of major Olympic-related official documents, a news survey on national, city and local newspapers and 31 elite interviews covering official place marketers of London, local governments, regional governmental bodies, Olympic Delivery Authority, official Olympic sponsors, small business owners and NGOs, this study points out the conflict of interests between place marketers and product marketers at the junction of urban mega-events. Understanding London’s top world city status and taking into account the desire to host the Olympic Games for a third time in response to fierce inter-city competition, this research indicates how place marketing is in theory a development strategy but in practice a difficult task due to the financial dilemmas and legal issues faced by neoliberalised governments. Legislations passed and contracts signed specifically for the Olympic Games have provided priorities and exclusive rights to official sponsors who are the product marketers in this case over place marketers. This thesis explores the complex legal issues surrounding Olympic place marketing which has a distinct but limited literature, and how localities on different geographical levels are affected by such legal arrangements.
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Hadzimesic, Merima, and Amanda Oxwall. "Can a sports team create love for a City? : a case study of place attachment from a resident perspective." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-11145.
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Purpose The study theoretically examine if satisfaction of a sports team can create place attachment to a city from a residents’ perspective. It empirically tests if this theory can be applied in reality through a case study of a handball team IFK Kristianstad, and Kristianstad city. Design/methodology/approach A deductive approach that was based on theoretical insights from place attachment, satisfaction and service quality. A quantitative study was conducted on spectators in Kristianstad Arena. Findings The paper reveals that high service quality leads to high satisfaction among spectators, which creates place attachment to Kristianstad. The results proved that residents of Kristianstad are more place attached to the city than people living elsewhere. Originality/value The value of our paper is a new insight of place attachment from a resident’s perspective. The paper highlights that satisfaction of a sports team actually can create place attachment to a city. Research implications There are many variables that are important when exploring residents’ satisfaction and place attachment, several of them may be education, healthcare, entertainment and variety in a city. By studying the different variables it is possible to receive a larger perspective from residents’ point of views. Additionally, the study could be applied in a larger context where the target group is the whole population of a city. Practical implications The practical contribution might be valuable information for IFK Kristianstad about the spectators of the team; among other, the information demonstrates that the team is valuable for the city. Since the handball team is of importance for both the city and its residents, this information might be useful when marketing Kristianstad city in the future.
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Hugosson, Koinberg Madelene. "Att vara i Vara kommun : En studie om kommunens identitet, profil och image." Thesis, Linnéuniversitetet, Institutionen för kulturvetenskaper (KV), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-39399.
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Abstract The aim of this paper is to investigate whether Vara municipality has a continuous picture of their identity, profile and image. Globalization has contributed to the increasingly growing of place marketing. Therefore, the study goes on to using the concepts of identity, profile and image to find out if Vara Municipality communicates similar throughout the whole organization and find out their all through core values. Globalisation will be an interpretive framework for the work that describes why the place marketing is becoming more pressing. The sense of place will be a central part of this study as it is the feelings and images of different places that will be described by the municipality together with the identity, profile and image. The method consists of structured- and semi-structured interviews and document analysis. The structured interviews were used to find out which image the neighboring municipalities had of the Vara Municipality and they were also used to find out the identity of the municipality by interview its own residents. The semi-structured interviews were used to find out the profile by interviewing the quality- and HR-manager of Vara municipality. The results and analysis concludes that Vara municipality has two central values of the municipality that is consistently in identity, profile and image, these values are culture and entrepreneurship. The identity and the image had several similarities but the profile was very different comparing to the image of the neighboring municipalities and its own residents. This may be because the profile represents what the municipality want others to see, and can be a bit of a ”belief in the future”. Wara municipality needs to work on the profile if they want a consistent image so it fits better with their identity and image.
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Chanoux, Maëva. "La rencontre entre la marque et le territoire : intégration du concept de marque dans les pratiques de marketing territorial : les cas de Bretagne et Only Lyon." Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1129.
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Notre recherche s’inscrit au cœur du phénomène nouveau des marques de territoires. Nous avons abordé cet engouement territorial en le situant au cœur des pratiques de marketing territorial. Cette discipline a retenu notre attention pour différentes raisons : il s’agit d’une discipline jeune et énormément critiquée pour son « insuffisance de connaissances ». Mais il s’agit également d’une discipline en attente d’une nouvelle structuration. Au cœur de cette étude, nous avons déterminé les liens très forts unissant les pratiques de marketing territorial et l’attractivité. Nous nous sommes donc positionnés en faveur d’une analyse de ce phénomène nouveau, que sont les marques de territoire, afin de le matérialiser, le décortiquer et surtout de comprendre sa place dans les logiques de marketing appliquées au territoire. Nous avons retenu deux cas d’études de cette pratique : Only Lyon et BretagneThis research joins at the heart of the new phenomenon of place branding. We approached this territorial craze by placing it in the heart of the practices of place marketing. This discipline caught our attention for various reasons: it is about a young discipline and enormously criticized for its " insufficiency of knowledge ". But it is also about a discipline awaiting a new structuring. At the heart of this research, we determined the very strong links uniting the practices of place marketing and the attractiveness. We positioned in favour of an analysis of this new phenomenon, that are place brands, and especially to understand its place in the applied logics of place marketing. We have analyzed two places brands cases : Only Lyon and Bretagne
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Leung, Wing-kei Lucia, and 梁詠璣. "Strategic framework of place marketing for greater Pearl River Delta from a regional tourism planning perspective." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2004. http://hub.hku.hk/bib/B31261309.
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Clouse, Candice Marie. "The Role of Place Image in Business Location Decisions." Cleveland State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=csu15051306584967.
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Zumbo-Lebrument, Cédrine. "La participation des parties prenantes à la démarche de marketing territorial d’une marque de territoire : le cas de la marque Auvergne Nouveau Monde." Thesis, Paris 10, 2017. http://www.theses.fr/2017PA100102/document.
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Basée sur une recherche-intervention effectuée dans le cadre d’une thèse CIFRE au sein l’association « Auvergne Nouveau Monde » (ANM), l’objectif de cette thèse consiste à identifier, comprendre et évaluer les déterminants sur lesquels repose la participation des parties prenantes (PP) à la démarche de marketing territorial de la marque de territoire ANM. Ressaisis dans les champs de la démocratie participative et du marketing territorial, les enjeux de la participation des PP d’une marque de territoire sont explicités ainsi que leurs fondements conceptuels. Puis, le terrain de recherche et la démarche méthodologique d’étude (7 études) sont exposés : cette dernière est constituée, d’un travail de contextualisation de la participation des PP de la démarche d’ANM (1, 2, 3, 4) puis, d’une étude qualitative réalisée auprès de 25 entretiens d’adhérents de l’association (5), et, enfin, du test par l'approche PLS (Partial Least Squares) de deux modèles d’équations structurelles (études 6 (adhérents) et 7 (ambassadeurs citoyens auvergnats)) des déterminants de la participation des PP de la marque ANM à la démarche de marketing territorial mise en œuvre. Enfin, les résultats de la validation des deux modèles d’équations structurelles (295 répondants) sont présentés puis discutés afin d’en délimiter les apports, les limites, les implications managériales et les perspectives de recherche. Les résultats obtenus démontrent que l’attachement à la marque ANM a une influence positive sur la participation des PP étudiées ; corrélativement, les résultats indiquent que cet attachement à la marque est influencé positivement par le sentiment d’appartenance régionale, l’implication organisationnelle (adhérents) et la satisfaction à l’endroit de l’association ANM porteuse de la marqueBased on a research-intervention carried out as part of a CIFRE thesis within the association "Auvergne Nouveau Monde" (ANM), the objective of this thesis is to identify, understand and evaluate the different determinants on which lies the participation of the stakeholders in the place marketing process of the "ANM" brand of territory. In order to do this, in a first part, in the fields of participatory democracy and place marketing, the meaning, scope and stakes of the participation of the stakeholders of a brand of territory are explained as well as their conceptual foundations. Then, in a second part, the field of research and the methodological approach to study the participation of the stakeholders of the brand "Auvergne Nouveau Monde" are exposed: the latter consists, first, of a contextualization work on the participation of stakeholders in the ANM place marketing approach and then, secondly, of a qualitative study carried out through 25 interviews with members of the association ANM, and, thirdly, the PLS (Partial Least Squares) approach to two models of structural equations (a model for the members of the ANM association and a model for the brand ambassadors, citizens of Auvergne) of the determinants of the participation of ANM brand stakeholders in the implemented place marketing approach. In a third part, the results of the validation of the two structural equation models of the determinants of participation based on a total sample of 295 respondents are presented and then discussed in order to delineate both the inputs, limitations, managerial implications and research prospects. The results show that attachment to the ANM brand has a positive influence on the participation of the stakeholders studied; correspondingly, the results indicate that this attachment to the brand is positively influenced by the feeling of regional belonging, organizational involvement (for members) and satisfaction with the ANM brand association
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Andary, Chetana. "Curating place: Public art and city identity." Thesis, Queensland University of Technology, 2020. https://eprints.qut.edu.au/202922/1/Chetana_Andary_Thesis.pdf.
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This Thesis investigates the impact and influence of the public art-curator to engender place-identity. It focuses on the connected relationship between curating, public art, and place identity to develop a contemporary understanding of the challenges, drivers, players and intersections that determine spatial and custodial narratives. Through the theories of placemaking and brand marketing and the review of the art and cultural policies of New York, Singapore, and Qatar, it draws upon the practice in curating public art.
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Martin, Emeline. "Place brand efficiency : resident, manager and tourist perceptions of the region brand." Thesis, Université Clermont Auvergne (2017-2020), 2017. http://www.theses.fr/2017CLFAD011/document.
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Dans un contexte de mondialisation, la concurrence accrue entre les territoires, dont l’objectif premier est de capter des habitants, des touristes et des entreprises, exacerbe les enjeux liés à leur attractivité. Afin de se différencier les collectivités territoriales et leurs agences de développement adoptent des approches de marketing territorial et commencent à mettre en place des techniques de marquage (dites place branding). Le place branding reprend plusieurs outils issus du domaine de la marque commerciale. Toutefois, le territoire est un « produit particulier » qui regroupe diverses parties prenantes dont les visions et les attentes peuvent diverger. Le succès d’une marque territoire reposera alors en partie sur la gestion de ces parties prenantes. Dès lors, ce travail doctoral entreprend d’adapter au contexte du place branding des concepts de marketing, en considérant les perceptions de trois groupes de parties prenantes, en vue d’améliorer l’efficacité de la marque territoire. Cette problématique de recherche est abordée selon trois questions de recherche: (1) Quelle est la légitimité publicitaire d’une marque territoire, telle que perçue par ses habitants ? Influence-t-elle l’efficacité des actions de place branding ? (2) Dans quelle mesure les gestionnaires de marques territoires ont recours à des stratégies de marketing communautaire afin d’implémenter une communication marketing intégrée (CMI) ? (3) Dans quelle mesure l’image de la marque région constitue-t-elle un vecteur pertinent de la promotion d’une destination, complémentaire à celle de la marque pays, auprès des touristes internationaux ? D’un point de vue théorique, cette recherche doctorale souligne l’importance d’adopter une approche parties prenantes à la compréhension de la marque territoire. Ce faisant, ce travail contribue à développer des preuves empiriques dans le domaine, notamment à l’échelle de la région qui est sous-représentée dans la littérature. Cette thèse met en évidence les similitudes entre la marque territoire et la marque commerciale, et renforce ainsi la validité externe de trois concepts issus du marketing classique. Différentes approches méthodologiques ont été développées et mobilisées. Ces éléments renforcent par ailleurs la validité interne de la présente recherche et contribuent à exclure l’existence d’un biais déclaratif. Les contributions managériales de cette thèse sont liées à ses implications méthodologiques dans la mesure où diverses grilles d’analyse sont proposées aux gestionnaires de marques territoires. Ces outils prennent en compte les spécificités et les enjeux associés aux principales parties prenantes de la marque, et visent à les impliquer dans les initiatives de place branding. Enfin, la mise en place d’une approche de communication marketing intégrée est conseillée. Premièrement, il est proposé que cette approche soit appliquée entre les différents acteurs du territoire. Les résultats montrent ainsi que l’intégration des habitants dans la démarche de place branding est un véritable enjeu qui nécessite une approche distincte de celle préconisée traditionnellement en marketing. Deuxièmement, l’approche de communication marketing intégrée devrait s’appliquer entre les différents niveaux de territoires de façon à tirer parti de l’image du territoire d’ordre supérieurIn the globalized world, Nowhere, Place, is directly competing against Powerful, World, to attract residents, tourists and talent, as well as firms and investments, whether the place is a meta-region, a country, a region, a city or other locations. Whilst places and destinations around the world have been proclaiming their qualities for a long time, mainly to create awareness or maintain preference, those marketing communications campaigns are short-term and don’t contribute to unifying the place. To compete in such cutthroat environments, public authorities and place agencies have started to recognize the value of adopting branding techniques by way of practising place branding. Place branding adapts several tools developed in the field of commercial branding to contribute to place development and establish image-building strategies that render places more attractive to identified markets. As such, this doctoral work endeavours to adapt mainstream marketing concepts to the context of place branding, taking into account the views of three groups of stakeholders to enhance place brand efficiency. I address these research questions in a French region-branding context, according to three sub-questions that summarise the chapters of this thesis. First, what is the advertising legitimacy of a place brand as perceived by the residents? Does it influence place-branding efficiency? Second, to what extent do place brand managers use community marketing strategies to operationalize the integrated marketing communications (IMC) role of the place brand? Third, to what extent does the region brand image constitute a relevant vehicle for promoting a destination integral to the nation brand image, as perceived by international tourists? Results show that the representational and functional dimensions of a destination brand impact differently implicit attractiveness and intentions to visit. International tourists also perceive the region and the nation brand images as congruent overall, which contributes positively to their intentions to visit the region. From a theoretical point of view, this research highlights the importance of adopting a multi-stakeholder approach to understanding place branding. Doing so contributes to the development of empirical evidence in the domain, by studying the understudied region branding form. This dissertation also highlights similarities with commercial branding and reinforces the external validity of three classic marketing concepts. The methodological implications of this work come from the different methodological approaches (i.e. measurement tools and methods), developed to meet the specificities and stakes associated with the main stakeholders of a place brand. In addition, this approach reinforces the internal validity of the present research and contributes to ruling out the existence of a declarative bias. The managerial contributions of this thesis are connected with the methodological implications, inasmuch as it provides place brand managers with diverse analysis grids that will enable them to take into account the specificities and stakes associated with the main stakeholders of the place brand, and also involve stakeholders in the place-branding process. Finally, I demonstrate the need for an IMC approach that is per se—for example, through the use of an overall brand positioning that covers shared elements between stakeholders so that they all relate to the place brand, or through the adoption of a bottom-up rather than top-down approach to place branding. This approach also should be able to extend to other place scales, by leveraging the image of a higher-order place
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Ferreira, Daniel Petrus. "Push - and pull forces within outbound destination choice." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/11091.
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Push- and pull forces are considered the most important motivational factors in driving tourism demand. Push forces are motivational forces that arise due to the individual’s need to travel, while pull forces are destination attributes which pull the traveller to the specific destination and in doing so they satisfy the need of the traveller. Understanding why people travel, how they go about selecting their holiday destination and why one country is preferred to the other, is vital to the continued success of the tourism industry. The needs and wants of travellers are constantly changing, therefore, it is imperative that tourism businesses excel at developing new products and services which are better suited to the needs of consumers. The primary objective of this study was to determine the push- and pull forces that influence outbound destination choice in Nelson Mandela Bay Metropole. The study investigated and analysed how the independent variables (push- and pull factors) influence destination choice (dependent variable). From a comprehensive literature review, a hypothetical model was developed to test the relationships between push-and pull forces and destination choice. Twelve hypotheses were formulated to test the relationship between four push forces, eight pull forces and destination choice. The study sought the perceptions of Nelson Mandela Bay Metropole residents and utitised the quantitative research paradigm. A survey was conducted with the aid of a structured self-administered questionnaire, distributed via e-mail and as a hard copy. A combination of convenience- and snowball sampling was utilised. The final sample comprised 302 respondents. The validity of the measuring instrument was ascertained by using exploratory factor analysis. The Cronbach’s alpha values for reliability were calculated for each of the factors identified during the exploratory factor analysis. The top ten destinations visited and intended to be visited were indicated. United Kingdom was the most visited international destination for both leisure and business purposes, while The United States of America was the most popular international destination to visit next for both leisure and business purposes. Pearson product-moment correlation and multiple regression analysis were used to test the correlation and significance of the relationships hypothesised between the various independent and dependent variables. Three statistically significant relationships were found between the push forces (physical and stature motivators and destination accessibility) and destination choice. Four statistically significant relationships were found between the pull forces (events, natural attractions, political issues and general infrastructure) and destination choice. The empirical findings further confirmed that an inter-relationship between push- and pull forces within destination choice does exist. However, pull forces influence push forces to a larger extent. Analysis of variance calculations were used to identify if significant relationships exist between the twelve demographic variables and nine reliable and valid independent variables. Furthermore, post-hoc Scheffè tests identified where the significant differences occurred between the different categories. Cohen’s d-values were calculated in order to assess the practical significance of the mean scores. A total of sixteen practical significant relationships were identified. Travel companies should compile travel packages and tours that serve the needs of both leisure- and business travellers. They can use social media as a communication- and promotion tool to entice travellers to specific destinations. The business travel packages should be all inclusive and include transportation, accommodation and even entries to events. The visual aids, utilised within the marketing material, should entice travellers to want to visit these destinations, and outline the favourable general infrastructure available. When marketing outbound destinations, travel service providers must pay attention to demographical variables such as gender, age, ethnical affiliation, income and marital status to compile travel packages that satisfy the needs of specific groups.
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West-Newman, Timothy. "Imaginative travel experiential aspects of user interactions with destination marketing websites [: a thesis submitted to AUT University in partial fulfilment of the degree of Doctor of Philosophy, 2008]." Click here to access this resource online, 2008. http://hdl.handle.net/10292/665.
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In this thesis a discursive examination of backpacker attitudes towards and use of a New Zealand tourism website, based on their own accounts of their experiences of using the web for travel, offers a contribution to existing knowledge about human computer interaction. The study enhances current understandings of the processes through which backpackers interact with travel websites by including the social and personal context of their experience. Analysing interview data on user attitudes and behaviour, it argues the importance of taking into account the use-context of human computer interactions. Placing participants’ interaction with the newzealand.com website within themes of imagination, emotional engagement, and authenticity in experience allows an exploration of such context. It demonstrates that backpackers’ engagement with websites is shaped not only by their material circumstances but by their attitudes to travel in general, their assumptions and feelings about New Zealand as a place, and as a site for their own experiences. The research applies usability techniques and methods to observe and inquire into tourists’ experiential interaction with a destination website. The emotional, affective, reflective and behavioural aspects of tourists’ decision making processes are studied in order to show how websites, as a medium of communication, evoke users’ travel imaginings. In this way the study contributes to research into tourists’ web-related motivation and behaviour. In addition, by applying discursive, performative, and experiential lenses drawn from travel research to human-computer interaction, it augments current research techniques for studying the social effects of virtual technology and web related human behaviour. The thesis explores themes of representation of place and self in relation to backpacker experiences and frames them in terms of authenticity and trust. It argues that in navigating places, backpackers seek authentic experiences and that this notion of authenticity is mediated by their encounters with other travellers, locals, tourism providers, as well as books, television and the Internet. Websites as travel information sources shape how backpackers think about their tourist experiences; to do this effectively, what the site presents must resonate with the backpacker’s views on how they think those experiences should be.
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Moghimi, Navva, and Mathias Nirvander. "Arenans betydelse för en stad : En studie av en arenas tillförande av väde i platsmarknadsföring." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20021.
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Abstract The purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions: 1. What are the underlying reasons why there has been such a big trend with arena project? 2. How can an arena create value for a city in the use of place marketing? We have chosen to use a qualitative research method for this essay and we have shifted between an inductive and deductive character. The qualitative research method was a fitting choice for us since our purpose was to obtain an indepth understanding of the research problematics. Therefore there have been six different semi-structured interviews; four of them are composed of actors involved in two recently completed and ongoing arena projects. And the other two interviews where from experts on arenas. One of the most important conclusions that we can draw from the research and analysis is that it has become such a big trend of the construction of arenas do to the professional sports associations. Also arenas will contribute to a financial flow for the city. You can clearly see that the professional sports are the core of the entire arena project and a big contributing reason for the constructions of a new arena. An arena is of value for a city in its use of place marketing because it creates a strong added value within professional sports for both the players and audience, which then reinforce a strong identity for cities.
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Widhyastuti, Ichsanna Samba Rukmie, and samba widhyastuti@gmail com. "Ethniehubs: A Case Study of Sydney, Australia." Faculty of Architecture, 2008. http://hdl.handle.net/2123/3957.
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Doctor of PhilosophyAbstract There has been a significant change in Australian consumer behaviour with an increase in time and money spent, in suburban ethnic business districts (named in this study as ethniehubs). But little attention has been paid to the role of ethnically owned stores in generating income within ethniehubs. In fact, there is still a lack of research conducted by architects and planners about the way in which the physical environment of ethnic stores in ethniehubs attract consumers, and the way in which the physical environment affect consumers’ behaviour. Therefore, the study is important in filling the current gap in literature. For this Sydney-based study, two separate ethniehubs are used for data collection - Leichhardt with a strong Italian character, and Cabramatta with identifiably Vietnamese attributes. The goal of this study is to find out how the ethniehubs have developed and how consumers behave in ethniehubs. The present study derived from architecture and planning, also addresses the effect of the physical environment of ethnic stores on consumers behaviour at both store and ethniehub level. The research has several questions to answer. How have Sydney’s ethniehubs developed? How do ethniehubs influence consumer behaviour? More specifically: What attracts consumers to ethniehubs? Who are these consumers? What do they purchase? Does the ethnic background of consumers influence their behaviour in ethniehubs? The data are collected through observation, survey and focus group discussions of consumers at both Leichhardt and Cabramatta. The findings of this research have a number of implications for urban planning, i.e tourism, place branding and place marketing. By understanding the importance of the physical environment of ethnic stores, more considered architectural design and interior decoration will ensure that their most highly valued aspects are reinforced. This study also contributes to the knowledge of urban planning of ethniehub shopping precincts and ethnic stores decorations each of which has important social and economic consequences.
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Gunnarsson, Anne. "Att sätta kommunen på kartan?: En kvalitativ studie om platsmarknadsföring i tre svenska kommuner." Thesis, Umeå universitet, Institutionen för geografi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172027.
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The purpose of this study has been to examine how Swedish municipalities use place marketing and what place-specific qualities municipalities choose to highlight in their place marketing. The study also aims to describe how municipalities involve the inhabitants in their place marketing. The study is based out of a geographical perspective with ”place” as the fundamental approach, the study has focused on how place marketing is used in practice, its emergance as well as its effects on a place and the people who live there. This has been examined by studying place marketing in Northern Sweden's three largest university municipalities.The purpose of the study is not to prove the positive or negative effects of placemarketing and from that conclude if place marketing as a "good" or "bad" strategy. Rather, this study aims to create an understanding of municipal place marketing as a phenomenon with a perspective from the place and its inhabitants. The study shows that the municipalities describe place marketing as very important for economic growth and further development. The study's results also show that there are several similarities regarding what qualities the municipalities choose to highlight and how they position themselves in their place marketing. The study explains how municipalities mainly describe themselves based on the characteristics of the people who live there. The study also shows that the interest in involving the inhabitants in placemarketing varies and that some municipalities focus on that more than others. Involving citizens is highlighted as important in research, but nevertheless, they are primarily ”used” to legitimize the placebrand and give it credibility.
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Niedomysl, Thomas. "Migration and Place Attractiveness." Doctoral thesis, Uppsala : Department of Social and Economic Geography, Uppsala University, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-6873.
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Colombino, Annalisa. "The geographies and audiences of place marketing: Trieste's bid for the 2008 world expo." Thesis, Open University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.489902.
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This thesis examines the geographies, temporalities and audiences of place marketing through a study of Trieste's (Italy) bid for the 2008 World Expo. In exploring the production and circulation of place-marketing images in various contexts, I discuss how different geographies and temporalities shape the implementation and outcomes of an image-enhancing initiative, and affect the specific the way in which a place markets itself to different audiences.