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Place branding through public management lenses: supplementing the participatory agenda
Citation
Toettenborg, A and Ooi, C-S and Hardy, A, Place branding through public management lenses: supplementing the participatory agenda, Place Branding and Public Diplomacy ISSN 1751-8040 (2021) [Refereed Article]
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Copyright Statement
© The Author(s), under exclusive licence to Springer Nature Limited 2021
DOI: doi:10.1057/s41254-021-00252-0
Abstract
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 Details
Item Type: | Refereed Article |
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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 |
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