Inclusive Place Branding: Critical Perspectives on Theory and Practice

ISBN-13: 9781138659247 / Angielski / Twarda / 2017 / 196 str.

Mihalis Karavatzis; Massimo Giovanardi; Maria Lichrou

Opis

Place branding is often a response to inter-place competition, developed in a vacuum, ignoring the needs of local communities and applying quick-fix solutions regardless of geographical and socio-political contexts. The need for more responsible and socially sensitive approaches catering for a wide range of stakeholders, can no longer be ignored.

The contributions in this innovative book introduce new critical ways of thinking around place branding that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.