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Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning

In: International Place Branding Yearbook 2011

Author

Listed:
  • Ingvar Tjøstheim
  • Frank M. Go

Abstract

Experience of place is multifaceted. A place has many offerings and meanings and, for consumers, each product, service, event or place is likely to have several meanings attached to it. Typically, for a consumer, these meanings are not stable, but tend to be dynamic (Levy 1959) and therefore represent a challenge for place marketing. What particular meanings should destinations emphasize in marketing campaigns? And why? In general, almost any destination refers repeatedly to a select number of sights and attractions in advertisements. But from a traveler’s perspective there may be other attractions, as well as the familiar ones, that might be far more relevant when deciding whether to visit a particular destination. Accordingly, effective place marketing depends on informed decision-making. Therefore, relevant market research and market studies are necessary. In particular, tools that are used in market research should correspond to the multifaceted nature of place experience.

Suggested Citation

  • Ingvar Tjøstheim & Frank M. Go, 2011. "Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning," Palgrave Macmillan Books, in: Frank M. Go & Robert Govers (ed.), International Place Branding Yearbook 2011, chapter 0, pages 165-176, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-34332-0_14
    DOI: 10.1057/9780230343320_14
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    Cited by:

    1. Cezar TECLEAN, 2018. "National Identities and Socio-Economic Development in European Union," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 10(1), pages 79-97, April.

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