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The Participatory Place Branding Process for Tourism: Linking Visitors and Residents Through the City Brand

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Tourism in the City

Abstract

This chapter contributes towards a holistic understanding of city brand formation centring on the goal of harmonising residents’ views and internal perspectives of the city with urban tourism goals and externally oriented branding efforts. The main premise is that in order to capture the ways in which place brands actually operate and form, it is necessary to capture and enable negotiations of meaning and change. This is particularly the case in the contemporary tourism environment with its emphasis on interactive and co-created destination brands. The chapter’s main proposition is the participatory place branding process, which incorporates a novel understanding of the formation of the place brand and how this might be influenced by destinations. The interrelated stages of this process are suggested as a valuable tool in destination branding efforts to develop co-created destination brands that incorporate external and internal meanings of the locality while addressing market challenges.

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Author information

Authors and Affiliations

  1. University of Leicester School of Management, University Road, LE1 7RH, Leicester, UK

    Mihalis Kavaratzis

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  1. Mihalis Kavaratzis
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Correspondence to Mihalis Kavaratzis .

Editor information

Editors and Affiliations

  1. Groupe Sup de Co La Rochelle, La Rochelle, France

    Nicola Bellini

  2. GSSI Social Sciences, Gran Sasso Science Institute, L’Aquila, Italy

    Cecilia Pasquinelli

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Kavaratzis, M. (2017). The Participatory Place Branding Process for Tourism: Linking Visitors and Residents Through the City Brand. In: Bellini, N., Pasquinelli, C. (eds) Tourism in the City . Springer, Cham. https://doi.org/10.1007/978-3-319-26877-4_6

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