Abstract
This study reconstructs the place branding model from the perspective of Peircean semiotics. Taking rural tourism development in Dadong, Tibet, as a case study, the multi-method ethnographic approach to data collection consists of field observation and in-depth interviews. Place branding is defined as a dynamic negotiation between planned place image from place planners (immediate interpretant), villagers' place identity (dynamic interpretant), and tourists' constructed place image (final interpretant). These results confirm the importance in place branding of placemaking based on authentic place culture and restate the roles played by villagers as place ambassadors and authentic narrators of place culture. Furthermore, the study extends the understanding of place branding and will help destination planners manage destination brands more effectively.
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