IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-39451-4_3.html
   My bibliography  Save this book chapter

Putting It All Together—The Framework

In: Place Branding through Phases of the Image

Author

Listed:
  • Staci M. Zavattaro

Abstract

As the above quote illustrates, place brand development and maintenance is a job that cannot be confined solely to the lead destination marketing organization. Place brands are living social constructions (Kavaratzis & Hatch, 2013; Zavattaro, 2013b). The marketing and PR director quoted above was explaining the difficult process of getting community stakeholder groups to share the brand vision. One theme that emerged throughout the data analysis was a focus on educating hospitality professionals and locals regarding the importance of strategic place brand campaigns, especially where it related to economic development. As many practitioners (all working for CVBs or CVB-like organizations)1 in our study explained, their job is to increase the tax revenue within the city while limiting the drain on resources provided by the city.

Suggested Citation

  • Staci M. Zavattaro, 2014. "Putting It All Together—The Framework," Palgrave Macmillan Books, in: Place Branding through Phases of the Image, chapter 0, pages 55-71, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-39451-4_3
    DOI: 10.1057/9781137394514_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-137-39451-4_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.