Place Open-up Co-creation Strategy, Brand Trust and Host Country Consumer Acceptance

Abstract

The internationalization of place brands has become a powerful weapon for cities, regions and countries to cope with global competition. Based on the perspective of practical legitimacy, this paper uses empirical analysis method to explore the composition dimension of open-up co-creation strategy in place brand internationalization and its influence mechanism on consumer acceptance in host countries. The results show that the place open-up co-creation strategy consists of three dimensions: place communication strategy, place reputation strategy and place quality strategy. At the same time, the place open-up co-creation strategy can promote the place brand to gain the trust of the host country consumers, and then gain their acceptance.