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Local participation and support are integral to any successful place branding exercise. However, this is easier said than done. The tools for cultivating support from local players in place branding are quite limited. To expand on participation as a conceptual framework, this paper explores the application of public management lenses to place branding. The public management domain offers insights and a toolbox for place branding scholarship and practice. By examining Tasmania’s "Go Behind the Scenery" branding strategy, this study explores the various and complex processes of mobilizing local support for the brand. Our main findings concern the complex processes of brand knowledge dissemination, negotiation, persuasion (and, at times, coercion) in the branding exercise, to align perimeters of value creation, stakeholder interests, and operational capacity. We eventually draw three lessons.

Item Type:	Refereed Article
Keywords:	destination branding, place branding, public management, Tasmania, Australia, tourism, stakeholder management
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Tourism
Research Field:	Tourism marketing
Objective Division:	Commercial Services and Tourism
Objective Group:	Tourism services
Objective Field:	Socio-cultural issues in tourism
UTAS Author:	Toettenborg, A (Ms Alberte Toettenborg)
UTAS Author:	Ooi, C-S (Professor Can Seng Ooi)
UTAS Author:	Hardy, A (Associate Professor Anne Hardy)
ID Code:	148495
Year Published:	2021
Web of Science® Times Cited:	1
Deposited By:	Office of the School of Social Sciences
Deposited On:	2022-01-17
Last Modified:	2022-05-20
Downloads:	0