Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective

Stella Kladou,Nikolaos Trihas

doi:10.3390/tourhosp3010001

Abstract

Place branding often builds upon gastro-cultural features. Yet, the convergence point between gastro-cultural place identity and the experience on offer could (and should) further benefit from contemporary studies in emerging fields, such as value co-creation and the identity-based approach to place branding. This study contributes towards this direction by examining the practices of relevant actors with main place branding authority. Drawing from their online information and presence, a thematic analysis of relevant brands in Greece and Turkey illustrates that operand and operant resource integration reflect the synergies developed between the gastronomic culture in, for, of the place. Further, actors’ intention to co-create the brand influences and is influenced by the brand. Theoretical and practical insights are derived from this study, which may direct future research and inform policymakers about sustainable, inclusive approaches.

Highlights

Given the characteristics of place identity [1], the role of gastronomy for place identity emerges as conceptually relevant [2,3]: Food is a symbol, an indicator of social connectedness, a socio-economic differentiator, and an umbrella for geographical or social belonging [4]
The integration of gastronomy into the place branding initiative is prioritized especially in rural areas which are striving to compete with their urban counterparts, by polishing their own distinctive identity and integrating it into their proposition for visitors and residents alike [3,5,6]
Co-creation in place branding is a challenge, given (1) the particularities of the place brand [13], (2) limited coordination between central/regional governmental branches and their local counterparts [14], and (3) the usually partial intertwining of institutional projects and individual actors [15]. Such challenges lead to recent calls to explore how co-creation can be inspired for culture and heritage destinations [16], and how actors attribute and negotiate the meaning of place branding activities [15], by participating in the development of holistic, inclusive and sustainable brand propositions, initiatives and strategies

Summary

Introduction

Given the characteristics of place identity [1], the role of gastronomy for place identity emerges as conceptually relevant [2,3]: Food is a symbol, an indicator of social connectedness, a socio-economic differentiator, and an umbrella for geographical or social belonging [4]. Co-creation in place branding is a challenge, given (1) the particularities of the place brand [13], (2) limited coordination between central/regional governmental branches and their local counterparts [14], and (3) the usually partial intertwining of institutional projects and individual actors [15]. Such challenges lead to recent calls to explore how co-creation can be inspired for culture and heritage destinations [16], and how actors attribute and negotiate the meaning of place branding activities [15], by participating in the development of holistic, inclusive and sustainable brand propositions, initiatives and strategies

Objectives

Methods

Results

Conclusion