TY  - JOUR
AB  - Purpose 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.Design/methodology/approach The investigation incorporated a three-stage procedure: focus group, quantitative data analysis and semi-structured interviews with place managers and business managers.Findings 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.Originality/value 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.
VL  - 14
IS  - 1
SN  - 1750-6204
DO  - 10.1108/JEC-09-2019-0094
UR  - https://doi.org/10.1108/JEC-09-2019-0094
AU  - Rybaczewska Maria
AU  - Sparks Leigh
PY  - 2019
Y1  - 2019/01/01
TI  - Place marketing and place based loyalty schemes
T2  - Journal of Enterprising Communities: People and Places in the Global Economy
PB  - Emerald Publishing Limited
SP  - 42
EP  - 56
Y2  - 2024/05/06
ER  -