This paper aims to investigate place-based loyalty schemes and place marketing. It focuses on the practical issues of implementation and use as perceived by place managers and businesses.
The investigation incorporated a three-stage procedure: focus group, quantitative data analysis and semi-structured interviews with place managers and business managers.
The study showed wide interest and potential for place based loyalty schemes, acknowledged by all stakeholder groups. The major concerns were practical issues such as complexity, security of data and costs of implementation (equally time/effort and money). The key finding is the need for simplicity to avoid competing desires and priorities.
Place marketing is claimed to be a priority for town and city managers. There is less agreement however on how to achieve effective place marketing. The authors show how different stakeholders have different views and how these need to be considered to obtain the benefits all agree are possible.
This study was financially supported by Data Lab UK and preceded by the proof of concept project funded by Innovate UK. The authors would also like to thank Miconex Ltd, Perth and Kinross Council, Stirling City Council and all place/business managers for their valuable contributions.
Rybaczewska, M. and Sparks, L. (2019), "Place marketing and place based loyalty schemes", Journal of Enterprising Communities: People and Places in the Global Economy, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEC-09-2019-0094Download as .RIS
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