Place Branding Research Articles

Rural place branding through social media: a stakeholder strategy perspective

PurposeThis study explores the strategies employed and challenges faced by various stakeholder groups in Cyprus as they engage in rural place branding through social media.Design/methodology/approachQualitative research is used through 14 semi-structured interviews to understand the perspectives of local community representatives, government entities and small business owners and entrepreneurs in rural areas.FindingsThe research underscores the crucial importance of social media in strengthening rural place branding. Using strategies such as storytelling, visual content creation and short-form videos, create the identity and visibility of rural areas. Moreover, rural place branding by various stakeholder groups necessitates digital skills upskilling and reskilling and precise online content dissemination and segmentation to address the varied needs of potential visitors.Research limitations/implicationsThe relative homogeneity of professionals in the sample as well as their background and education, could generate agreement in some areas among respondents, leading to possible limitations in generalisations from the findings of this study.Originality/valueThe study was conducted in an island state where social media usage for rural place branding is at a relatively early stage.

Waterfront Redevelopment Five Decades Later: An Updated Typology and Research Agenda

Since the second half of the twentieth century, when maritime practices began migrating outside their traditional central city areas, urban regeneration at the water’s edge has been one of the key issues in port cities’ planning agendas. Waterfronts in port cities have become strategic areas for a range of reasons, such as economic growth, city branding, and addressing housing pressures. However, recent studies also show how their transformation is now more profoundly influenced by hypermobile capital and global finance, and by broad sustainability concerns. The established narrative of waterfront redevelopment as a response to weakening port‐city relationships no longer necessarily represents the present of all port cities, as more nuanced accounts are needed. With examples from Europe and across the world, this article reflects on waterfront redevelopment practices, by building on existing attempts to provide typologies and periodise the history of this phenomenon and focussing on the key approaches emerging in the last decades. It is argued that today’s approaches to waterfront redevelopment, and ultimately contemporary relationships between ports and cities, are changing and possibly differentiating from the “port out, city in” rationale underpinning past schemes. Current practices appear to be ranging from the wholesale transformation of redundant waterfronts into neoliberal urban spaces for consumption and capital accumulation to more “fine‐grained” planning strategies to build more (environmentally, but also economically, socially, and culturally) sustainable urban waterfronts by integrating or restoring port‐related activities within mixed‐used areas.

Building a city brand for international retirees: case of Chiang Mai city, Thailand

ABSTRACT This study explores the efforts of multiple stakeholders in communicating a shared vision of city branding for a destination serving mature consumers. Using a case study methodological approach, and thematic analysis, we examine online marketing materials targeting international retirees through the lens of place branding, anthropomorphism, and shared brand equity. The findings reveal brand relationships that emerge through a multiple stakeholders’ viewpoint and put forward appropriate destination resonance elements. By proposing business models tailored to retirees’ diverse needs, the study’s theoretical contribution refers to the role of brand resonance equity empowering stakeholders to innovate. Our proposed theoretical and practical implications offer guidance for ASEAN-based city brands seeking to differentiate their branding strategy to cater to senior populations.

City Branding: Leveraging Historical Heritage with Kyrenia Castle

City Branding: Leveraging Historical Heritage with Kyrenia Castle

Analysis Of City Branding Strategies In Increasing Visitor Attraction (Case Study On Tourism History Of Marlborough Fort, Bungkarno House In Bengkulu Province)

This research aims to analyze the city branding strategy used to increase visitor attraction in Bengkulu Province, with a focus on historical tourism objects such as Fort Marlborough, Bung Karno's House, and the British Cemetery. The research methodology employed was descriptive in nature, utilizing a qualitative approach. Data collection involved conducting interviews with relevant stakeholders and conducting direct observations on-site. Analysis was carried out on the city branding strategy applied to this historical tourism object and its impact on increasing the number of visitors. The research results show that the implementation of city branding in the historical destination of Bengkulu still needs more attention, especially in the aspects of image management, promotion and local community participation.

The Impact of City Branding Strategies on the Visibility of the City Identity

The Impact of City Branding Strategies on the Visibility of the City Identity

Pengaruh City Branding Terhadap Keputusan Berkunjung Wisatawan di Kabupaten Sumedang

Sumedang are propose to be the city of tourism to generate the region’s economy, city branding are critical as direction to city’s development regulation that also qualified as promotive tool in order to construct a unique image of the city. Nonetheless, there are numerous of local civillians who are not yet aware to Sumedang’s city branding due to the lack of education and ineffectiveness of promotion and marketing. This research purpose to analyse the role of city branding against tourist visiting decisions to Sumedang. This research include a quantitative method. The survey method contain analysis descriptive statistics through explanatory survey and verificative analysis, 130 data collected through distributing questionnaires involving domestic tourist as correspondent. This research resulting variable city branding that maintained six dimentions including; presence, potential, place, people, pulse, and prerequisite influence regarding against tourist visiting decisions. Inference to this research is X variable (City Branding) affecting significantly to the Y variable (Visiting Decision) and the R Square coefficient value (R2) influenced by 0.724, or 72.4, this shows that develop city branding will gain the tourist visiting decision level to Sumedang. According to the research, Sumedang government or DISPARBUDPORA should give education to local citizen regarding local tourism especially in Sumedang and improving access to tourist destination and facilities.

Alexandria’s Paradiplomacy: Leveraging Cultural Heritage and Economic Strategies for Mediterranean Leadership

Alexandria, historically known as a nexus of trade and culture, is emerging as a prominent subnational actor in Mediterranean diplomacy through a process known as paradiplomacy. This article explores the mechanisms by which Alexandria harnesses its cultural heritage, strategic positioning, and economic initiatives to strengthen its global influence. Employing a qualitative descriptive methodology, the study drew on secondary data from academic literature, municipal policy documents, and practical case studies of Alexandria’s international collaborations. The findings indicate that Alexandria successfully integrated cultural diplomacy—exemplified by heritage preservation, city branding, and membership in organizations such as the Union for the Mediterranean—with targeted economic strategies to attract foreign investment and expand port infrastructure. These multifaceted efforts bolster Alexandria’s regional standing as a hub of both cultural exchange and commercial activity. However, challenges persist in balancing heritage conservation with modernization demands, including urban development and the maintenance of sustainable economic growth. Overall, this research underscores that Alexandria’s paradiplomatic endeavors not only elevate its role as a cultural ambassador but also enhance its economic competitiveness. By carefully negotiating between historical preservation and forward-looking economic policies, the city demonstrates that local governments can serve as influential agents on the international stage. The article concludes that Alexandria’s experience provides a compelling model for understanding how culturally rich and strategically located cities can leverage paradiplomacy to achieve comprehensive development and greater global engagement.

Application of Quality Function Deployment Method for Tourism's City Branding Analysis

This research aims to measure how much influence West Bandung Regency Tourism's City Branding has on the perceptions of tourists who will visit West Bandung Regency tourism using the Quality Function Deployment (QFD) method. City branding is an important marketing strategy in promoting tourist destinations. This study uses QFD as a tool to analyze the relationship between aspects of city branding and tourist perceptions to improve visiting decisions. The research method involves collecting data through surveys of tourists who have visited West Bandung Regency as well as content analysis of various marketing and branding materials used by local governments and related institutions. Data was analyzed using QFD techniques to determine the relationship between branding elements and tourist needs and preferences. The research results are expected to show that the elements in Tourism's City Branding in West Bandung Regency have a significant influence on tourist perceptions. Aspects such as destination image, tourism promotion, facilities and tourist experience are the main factors influencing tourists' decisions to visit West Bandung Regency. The implication of this research is the importance of local governments and other stakeholders in strengthening city branding as an effort to increase tourist visits and advance the regional tourism sector

Study on the Impact of the Guangdong-Hong Kong-Macao National Games on Enhancing City Branding in the Greater Bay Area

The purpose of this paper is to explore the comprehensive impact of the Guangdong-Hong Kong-Macao National Games on enhancing the city brand of the Greater Bay Area and its role in regional synergistic development. Through literature review, current situation analysis and strategy suggestions, this paper reveals the positive role of the Games in shaping city image, promoting regional synergistic development, boosting economic growth and enhancing international competitiveness. At the same time, this paper also points out the challenges faced in the process of enhancing the international influence of sports in the Greater Bay Area, including insufficient supply of international events, differences in institutional mechanisms and imbalance in the supply of sports media. On this basis, the paper puts forward strategic suggestions such as innovating institutional mechanisms, cultivating diversified sports media supply and constructing an international communication system for sports in the Greater Bay Area. Finally, the paper summarizes the limitations of the study and suggests future research directions, with a view to providing theoretical and practical support for the development of the sports industry and the enhancement of the city brand in the Greater Bay Area of Guangdong, Hong Kong and Macao.

Research on the Challenges and Transformation Path of Tour Guide Profession in the New Era

With the sharp increase in life pressures, holiday travel has become a popular choice for many. As an indispensable role in tourism, tour guides can significantly enhance the tourist experience and showcase the allure of various scenic spots. In the new era, to achieve sustainable development and positive transformation, tour guides face significant challenges. This paper explores these challenges and proposes potential transformation paths for the tour guide profession in Nanchang, a city with a rich history, as it strives to build a strong city brand.

Research on perceived brand characteristics of marathon participants.

Leveraging sporting events to drive urban development has been proven effective. However, the influence of city image on the perceived experience of branded marathon events, as an embodied practice within urban spaces, remains underexplored. This study considers marathon races as significant activities integrated into urban environments and specifically investigates how city image affects the perceived experience of branded marathon events. The objective of the research is to evaluate how city functions, governance, characteristics, and event culture and services influence marathon participants' perceptions of branded events. An empirical analysis using Structural Equation Modeling (SEM) was conducted with a sample of 422 participants from the 2022 Xiamen International Marathon to examine the relationships among these variables. This investigation aims to explore and quantify the impact of city characteristics on participants' perceptions, providing actionable insights for enhancing city branding through sporting events. The findings indicate that: (1) City functions are essential foundational conditions influencing participants' perceptions of branded marathon events. (2) City governance significantly impacts participants' perceptions of these events. (3) City characteristics are important sources that shape participants' perceptions of branded marathon events. (4) Event culture and services are decisive factors influencing participants' perceptions of branded marathon events. The results highlight the critical interplay between urban management and the successful development of branded marathon events, enhancing the understanding of the symbiotic relationship between city governance and event success, and offering strategic guidance for event organizers and urban planners.

Spatial proximity in artists’ social networks: The Shanghai art world, 1912–1948

This paper presents a comprehensive digital mapping of artists’ residential locations and social networks in Republican Shanghai, aiming to enhance our understanding of the role of spatial proximity in the development and expansion of artists’ networks, and, based on this, to reconceptualize the ‘art world.’ Our findings suggest that spatial proximity does not influence the development or maintenance of artists’ networks, which instead form a city-wide network of pipelines. However, the clustering of key nodes in primary art clusters indicates that spatial proximity is a necessary but insufficient condition for artists to expand their networks and establish themselves as leading figures. The paper further explores the dynamics of these primary art clusters, revealing mechanisms such as spatial-network synergies, the formation of intimate master-pupil relationships through co-residence, and group imaging and place branding centered around prominent artists.

Nostalgia in Shaping Place Branding: Pho Klang Street in Nakhon Ratchasima old town

This article aims to explore the value of identity from the potential of Pho Klang Street in the old town of Nakhon Ratchasima, in various dimensions that are connected to the people. This identity is built from the essence of the neighborhood towards creating place branding to drive creative neighborhood development through social participation. This research is qualitative, using a study method from field surveys combined with structured interviews. It evokes a sense of nostalgia linked with collective past experiences of people, reflecting relationships with and attachment to the place. The study involved interviews with informants using chain sampling, divided into three age groups: children and adolescents (ages 10-19), adults (ages 20-59), and elderly (ages 60 and above), with a total of 30 participants. Additionally, a physical survey and field data collection of the city using walking maps were conducted. The study results revealed both tangible and intangible cultural heritage, divided into two groups: 1) Lost cultural heritage that people still feel nostalgic about (3 sites), and 2) Remaining cultural heritage (18 sites), totaling 21 sites. In branding Pho Klang Street, the breakfast culture was chosen as the main image that people feel attached to and nostalgic about. This culture relates to the coffee house, a symbol of lifestyle and creative meeting places where generations converge, fostering deep relationships among the people in the neighborhood.

KOTA TOLERANSI SEBAGAI CITY BRANDING KOTA SINGKAWANG DAN SEBAGAI PUSAT PENDIDIKAN TOLERANSI DI INDONESIA

This research has several objectives, namely to find out the reasons why "The City of Tolerance" is used as a city brand in Singkawang City and to find out the implications of city branding Singkawang City as a "city of tolerance" for harmony between differences in Indonesia. This research was conducted in Singkawang City using qualitative and descriptive research methods. The data collection techniques used are in-depth interviews with three speakers, observations, and documentation. The data analysis technique used is interactive data analysis. The results showed that the city of tolerance is vital to be used as a city brand in the city of Singkawang, considering that harmony between differences is well established, the city of Singkawang has been awarded as the most tolerant city in Indonesia, and it has regulations to regulate life that uphold the values of tolerance (Singkawang City Mayor Regulation No. 129 of 2021 concerning the Implementation of Community Tolerance). The implication of city branding is to increase harmony between differences in Indonesia so that the city of Singkawang becomes a role model for other regions in Indonesia to increase the diversity of life among differences.

ANALISIS CITY BRANDING KOTA CIREBON SEBAGAI CULTURE-BASED TOURISM CITY

City branding is a strategy to introduce a city through its advantages. Cirebon City has a city branding with the tagline "The Gate of Secret" which reflects its identity as a culture-based tourist city. This study aims to analyze the implementation of city branding in Cirebon City and formulate strategies that can optimize it. The research method used is qualitative descriptive through observation, interviews, and documentation. The results of the study indicate that the Cirebon City Culture and Tourism Office has implemented various city branding initiatives, such as adding culture-based tourist destinations, making tourist locations a place to work through the Work from Destination (WFD) program, and launching the Wistakon tourism application to facilitate access to information for tourists. However, there are several supporting and inhibiting factors in its implementation. This study provides insight into the importance of overcoming these obstacles to increase the effectiveness of Cirebon City's city branding

Symbolic Capital of a Place as a Constellation of Social Meanings (The Сase of the Кaliningrad Region)

The article reveals the possibilities of applying P. Bourdieu’s symbolic capital concept to the analysis of places and territory. The initial foundations of the concept are analyzed in the context of his double structuring theory of social reality. Objective characteristics and resources of the territory are classified as first-order structuring, and associated assessments and perceptions are classified as second-order structuring. Based on the proposition that the approaches of social agents vary depending on their inherent habitus, it is concluded that it is more productive to view symbolic capital not as a sum, but as a constellation of social meanings. The ability to control these meanings becomes one of the key factors in the struggle for power, with its outspoken spatial aspect. In the context of understanding symbolic capital as distinction, the influence of symbolization practices on territorial identity is growing. It is argued that the proposed approach allows to take a deeper look at such current problems of place branding as the spread of “empty” brands, lack of attention to the needs of the local population, and the growth of social inequality. Using the example of the Kaliningrad region, it is shown that Bourdieu’s views on the essence of symbolic capital and the nature of symbolic power open up new opportunities for critical analysis of social problems associated with symbolization practices, and also allow explicating the hidden interests of political and economic actors in the field of territorial administration.

Use Food as City Image--Take Luosifen as an Example of City Branding

Self-branding has emerged as a prevalent strategy among cities, leveraging food as a critical image enhancer. Cities, particularly in China, promote their food culture to broaden recognition and evoke interest, as food often highly condenses and succinctly expresses the identity, culture, and social customs of a city. Food's ingredients, styles, and tastes are shaped by local natural factors, inadvertently conveying a city's environmental characteristics. It also mirrors residents' life philosophy and regional traits, which is evident in Northeast China's hearty cuisine adapted to cold climates. Globally, food is seen as a carrier of city and culture, as exemplified by France's high-quality cuisine representing national identity. Thus, utilizing food as a city representative is logical. This essay explores Guangxi Province's case, specifically the Luosifen, as an urban food ambassador, analyzing its implementation and feasibility in projecting the city's image.

Pengaruh City Branding “Pasuruan The City of Madinah” Dan Viral Marketing Terhadap Keputusan Berkunjung Dan Dampaknya Pada Minat Berkunjung Kembali

The aim of this research is to determine and measure the influence of city branding "Pasuruan of Madinah" and viral marketing on the decision to visit and interest in returning to Pasuruan City Square. This research is a quantitative study with a sample size of 116 respondents using a purposive sampling technique with an analysis tool, namely SPSS version 25. The results of the research show that City Branding has a significant effect on the Decision to Visit, Viral Marketing has a significant effect on the Decision to Visit, City Branding has a significant effect on Interest in Visiting Again, Viral Marketing has a significant influence on Interest in Returning to Visit, City Branding through the Decision to Visit Again has a significant influence on Interest in Returning to Visit, and Viral Marketing through the Decision to Visit Again has a significant influence on Interest in Returning to Visit.

Enhancing Baghdad City’s reputation through city branding

Reputation is considered one of the most valuable assets for cities as an intangible resource that significantly contributes to enhancing competitive advantage. Reputation helps cities to differentiate themselves and stand out in the global market to stimulate investment and attract various stakeholders. Consequently, cities have adopted urban branding strategies as part of contemporary urban development strategies. This research explores the stages of a city’s reputation emergence and the key dimensions of urban branding. It identifies the vocabulary and variables related to the concepts of city reputation and city branding. The research aims to investigate the reputation of the historic city of Baghdad and its key dimensions and levels at both local and global scales. The study employed a quantitative method for data collection using a questionnaire directed towards a diverse local and global sample to gather their perceptions of Baghdad’s reputation, analyzing it through Partial Least Squares Structural Equation Modeling (Smart-PLS). The results indicated the positive impact of city branding on enhancing the reputation of Baghdad. By applying the six-dimensional model of city branding to the dimensions of city reputation, we analyze the impact of the model to determine its importance in enhancing the reputation of Baghdad City. Therefore, local authorities must recognize the importance of urban branding in city management as a tool for building a positive reputation, rather than focusing on traditional strategies that may have temporary but not permanent effects on the reputation of cities.