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Implications of the Framework

In: Place Branding through Phases of the Image

Author

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  • Staci M. Zavattaro

Abstract

By the time readers finish this book, some of the cities analyzed might already be moving into a different phase of the image. Some cities might have updated websites and added additional communication tools. Some might be switching to a business-based form of governance. The place brand manager’s quote above highlights the ever-changing field of destination management and the associated challenges those changes bring about. In my view, these shifts and punctuations do not show shortcomings of the framework of cities through phases of the image. Changes within cities do not render the framework incomplete. To the contrary, changes highlight the framework’s inherent advantage—its dynamic nature that accounts for shifts in governance policies geared toward developing strategic place branding practices. That is why I could repeat the analysis from 2009 in 2013 using the same framework and research strategy.

Suggested Citation

  • Staci M. Zavattaro, 2014. "Implications of the Framework," Palgrave Macmillan Books, in: Place Branding through Phases of the Image, chapter 0, pages 97-118, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-39451-4_5
    DOI: 10.1057/9781137394514_5
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