The Emotional Attachment Built through the Attitudes and Managerial Approach to Place Marketing and Branding – “The Golden City of Kremnica, Slovakia”

Abstract

A singular place (a destination) is a product with multiple characteristics and multifunctional utility for different customers; however, some places offer the same type of utility and compete for the same customers. For this reason, the competitiveness of a place as a livable space, a space for investments, tourism, etc. has caused the emergence of the innovative managerial approaches to place governance. One such approach, which has been primarily used in production and which could be applied also in destination management, is the concept of branding.

The chapter summarizes the impact of place branding (our main focus) and place marketing (in more broad concept) on destinations, underlines the importance of culture and history in a place branding concept and highlights the importance of creation of partnerships in destinations by envisioning some useful concepts of co-operation in tourism destinations with a goal to create a positive image.

Citation

Mazurek, M. (2015), "The Emotional Attachment Built through the Attitudes and Managerial Approach to Place Marketing and Branding – “The Golden City of Kremnica, Slovakia”", Marketing Places and Spaces (Advances in Culture, Tourism and Hospitality Research, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 93-105. https://doi.org/10.1108/S1871-317320150000010007