Emerald | Journal of Place Management and Development

From ‘necessary evil’ to necessity: Stakeholders’ involvement in place branding

Mihalis Kavaratzis — 2012-03-09 00:00:00.0

Abstract

Purpose - This article contributes towards laying the foundations of a participatory view of place branding. It establishes an urgent need to rethink place branding towards a more participation-orientated practice. This is based on the centrality of stakeholders in the creation, development and ownership of place brands. The role of stakeholders goes well beyond that of customers/consumers as they are citizens who legitimize place brands and heavily influence their meaning.Design/methodology/approach - The article highlights a turn towards stakeholder-oriented place branding in recent literature. This is contrasted to a critical evaluation of place branding practice where stakeholders are paid ‘lip service’ regarding their participation, rather than being given opportunities to get more fully involved in the development of their place brand.Findings - An emerging discussion is identified on the significance of stakeholders. This is integrated with additional arguments for stakeholders’ participation found in the political nature of place branding, in the concept of ‘participatory branding’ and in the changes that on-line communication has brought about.Practical implications - The participatory approach introduced here re-evaluates the role of both stakeholders and place brand managers. It also implies a significant change in the perceived role of analysis within the place branding process. A re-direction of branding budgets is also suggested.Originality/value - The article provides a clear description of the role of stakeholders in place branding. It brings together for the first time in an integrated manner several arguments for stakeholders’ participation. These lead to the conclusion that effective place brands are rooted in the involvement of stakeholders and substantiate the call made here for participatory place branding.

Respect and the City – The Mediating Role of Respect in Citizen Participation

Sebastian Zenker, Adrian Seigis — 2012-03-09 00:00:00.0

Abstract

Purpose - To develop a city, officials frequently invest a great deal of taxpayers’ money in large-scale place development projects, which are often sparsely supported by the citizens because such projects often lead to unwanted effects (like gentrification). This results in conflicts between planners and citizens, which are expressed in public protest and resistance. The instrument of citizen participation is repeatedly raised as solution for such conflicts, but it remains unclear how and especially why this concept should be effective. The aim of this paper is to empirically highlight the mediating role in this process: the feeling of being respected. By this means, we will also contribute to a better general understanding of citizen participation.Design/methodology/approach - In an experimental scenario study (N=368), different types of citizen participation (i.e., cases where the result was binding for the city vs. non-binding) were researched using a between-groups design. To validate results, the outcome was discussed with three experts, all of whom have worked in the field, in a second step.Findings - Surprisingly, it seems that neither the type of participation nor satisfaction with the project makes a difference with regards to citizen satisfaction, but simply the condition of being asked. One could argue that the feeling of being respected is the main mediator in this process. These results show the effectiveness of the participation tool in general, and give a possible explanation for this effect.Originality/value - This paper concentrates on the variables underlying citizen participation. It shows empirically that the feeling of being respected is the mediator within this process. By this means, the paper offers a valuable insight into citizen participation in general and discusses its usage in place marketing.

The politics of destination marketing: assessing stakeholder interaction choice orientations toward a DMO formation, using the Thomas-Kilmann Conflict Mode Instrument

Peter Atorough, Andrew Martin — 2012-03-09 00:00:00.0

Abstract

Purpose - Destination Management Organisations (DMOs) are very much a part of the Scottish tourism landscape in 2011. Some regional tourism stakeholders have created DMOs to manage their respective regional attractions, but until now, this has not been the case with North-east Scotland. As a prelude to the potential creation of a regional DMO, this research empirically evaluates tourism business leaders' attitudes and likely acceptance of the DMO's structure and functions. Design/methodology/approach - The Thomas-Kilmann Conflict Mode (TKCM) was utilised to provide an evaluative framework, with discussion of the assertiveness versus cooperativeness needs of tourism business stakeholders in the region. The TKCM's measurement instrument was utilised along with a purpose-built questionnaire to gather information about tourism leaders' interaction orientations and their level of support for the formation of a DMO, its structure and functions.Findings - Tourism leaders in North-east Scotland are collaboration-oriented. Initial findings indicate that on balance, tourism businesses (as expressed by their managers/owners) are persuaded by the attractiveness of collaboration at an integrated regional level, but would nevertheless prefer a certain degree of competition. In addition, organisational size and membership of existing destination management networks appear to moderate the interaction choice preference. Research limitations/implications - First, the scale and questionnaire instrument developed to test attitudes toward a DMO formation have not been exhaustively evaluated, nor have the potential moderating factors been comprehensively assessed. A more robust and validated scale should be developed and moderators clearly modelled. Second, current sample size is limited and may not provide an adequate basis for generalisation. In future, a larger sample should be employed. Finally, this research is exploratory in scope, and future research, designed along an evaluative and analytical basis, is encouraged. Practical implications - Collaboration within a new DMO in marketing to new markets and the support for this is not challenged, but some competition among tourism providers will continue. It is likely that the disparity between tourism performance in the city and rural areas will continue in the near future. The role of the DMO will therefore involve enlarging the customer base and raising the tourism profiles of both city and rural locations, in order to create a level playing field. Originality/value - This research is the first to utilise the TKCM and Instrument to assess tourism business leaders' assertiveness versus cooperativeness orientations, prior to the initiation of an alliance in a region. The paper shows that this approach holds viability for future research in this direction, especially the potential of TKCM as a predictive framework for interorganisational interaction and collaboration.

Common or competing products? Towards supra-national branding in BaltMet Promo

Marcus Andersson, Malla Paajanen — 2012-03-09 00:00:00.0

Abstract

Purpose - Since early 2000s, several efforts have been initiated to market the Baltic Sea Region (BSR) globally, and the BaltMet Promo project is among them. Simultaneously, several other cases of supra-national branding have emerged, e.g. the Greater Mekong Region, Danube region, and Visegrad countries. Little attention has yet been paid in literature to branding of supra-national entities. The paper discusses branding of BSR using the examples of supra-national product building of the BaltMet Promo project (2010-11).Design/methodology/approach - Branding BSR has faced criticism against its supra-national perspective which may be seen as a direct competitor to city or nation branding. To shift from competition to cooperation BaltMet Promo acknowledged a bottom-up approach. Nine organizations from six countries created supra-national products to promote tourism, talent attraction, and investments. Each product concept was built on intensive background research and transnational triple-helix cooperation. Findings - The case of BaltMet Promo shows that supra-national branding benefits from a bottom-up approach that uses concrete products and services as the core of the brand identity. To shift from competition to cooperation the partnership promoted BSR as a common region with a common work plan. Different scales of branding serve different markets. The more distant the market, such as Japan in the case of BaltMet Promo, the more cost effective supra-regional branding becomes compared to more narrow scales of branding. Research limitations/implications - Practical implications - Originality/value - The paper introduces recent developments in supra-national branding using data of the BaltMet Promo project. The analysis aims to contribute to product building, triple helix stakeholder cooperation, and policy making.

Talking about Art(s): a theoretical framework clarifying the association between culture and place branding

Marinda Scaramanga — 2012-03-09 00:00:00.0

Abstract

Purpose - The purpose of this paper is to develop a conceptual framework to describe possible key features in the relationship between culture and place branding. The inspiration to redact this paper was drawn from the inadequacy of literature and attempts to introduce the theoretical framework linking these two fields, by answering the following major questions: 1. How do we define culture within the context of place branding? 2. How decision-makers distinguish if culture should be at the forefront of a place branding strategy? On one hand, we aim to point out the powerful advantages while using art(s) and culture-based activities to promote a place. On the other hand, we highlight the layered dilemmas for practitioners concerning the amalgamation of such a practice on a branding campaign. Design/methodology/approach - Those questions’ clarification is achieved by means of a literature review that examines this relationship from a wide range of disciplines: sociology, marketing, place branding, cultural management, urban studies, etc. Findings - Our findings can be summarized in three points: - Firstly, culture plays a critical role on a place branding campaign, as long as the authentic cultural elements are produced by the residents. This practice helps to avoid the mass reproduction of "borrowed" cultural elements, i.e. the investment in cultural and leisure consumption industries. - Secondly, the cultural field has already deployed practices used by local authorities in urban regeneration, such as cultural planning. Thus, converged objectives link cultural managers to place branding experts, refining multi-dimensional policy thinking towards a more integrated image. - Finally, the cultural aspect is related with the pre-existing reputation of a place. Further, is connected with the minds of people, fostering the contentions of common essence between culture and branding. Originality/value - We provide deeper understanding of culture, bordering the gap between technocrats and cultural oriented professionals by contributing to the creation of a coherent communication system for the study of place branding theory. The cultural dimension of a place is very spacious and further research needs to be made, approaching the subject from new perspectives, such as people’s perception of the brand while using art(s) as a branding tool.

Symbols and Place Identity, a Semiotic Approach to Internal Place Branding – case study Bremen (Germany)

Andreas Mueller, Michael Schade — 2012-03-09 00:00:00.0

Abstract

Purpose - The purpose of this paper is to contribute to the discussion of how to develop a common identity of local stakeholders of places (e.g. politicians, local companies, residents). Such a common identity is regarded as essential aspect to market a place consistently to external target groups (e.g. tourists, companies, qualified workers, students)Design/methodology/approach - The paper follows a conceptual approach by transferring semiotic (Symbolism) and sociological concepts (Symbolic interactionism) to the concept of place branding. Moreover a practical example of how to identify potential place symbols of cities is presented within the case study of the German town of Bremen.Findings - Symbols are identified to be of special importance for the developement of group identity of local stakeholders of places. Moreover symbols are presented as essential aspects of a feeling of belonging to a place (place commitment).Research limitations/implications - As semiotic theory has not yet been transferred to the context of place branding this paper is opening up a new subject and needs to be understood as a first approach to constitute a theoretical framwork. An empirical analyses needs to be carried out in order to proof the theories in the place branding context. Practical implications - The paper explains that symbols can be established by the arrangement of public discourses like e.g. competitions for place logos, place mascots or place songs. Moreover it is pointed out, how already established place symbols which are not yet part of branding strategies can be identified in order to strengthen place identity.Originality/value - Because of being the first paper putting the semiotic theory of symbolism in the focus of the interdisciplinary discussion of branding the originality of the paper can be regarded as high.