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Article

Maria Lichrou, Lisa O’Malley and Maurice Patterson

Strategic analyses of Mediterranean destinations have well documented the impacts of mass tourism, including high levels of seasonality and landscape degradation as a…

Abstract

Purpose

Strategic analyses of Mediterranean destinations have well documented the impacts of mass tourism, including high levels of seasonality and landscape degradation as a result of the “anarchic” nature of tourism development in these destinations. The lack of a strategic framework is widely recognised in academic and popular discourse. What is often missing, however, is local voice and attention to the local particularities that have shaped the course of tourism development in these places. Focusing on narratives of people living and working in Santorini, Greece, this paper aims to examine tourism development as a particular cultural experience of development.

Design/methodology/approach

The authors conducted narrative interviews with 22 local residents and entrepreneurs. Participants belonged to different occupational sectors and age groups. These are supplemented with secondary data, consisting of books, guides, documentaries and online news articles on Santorini.

Findings

The analysis and interpretation by the authors identify remembered, experienced and imagined phases of tourism development, which we label as romancing tourism, disenchantment and reimagining tourism.

Research limitations/implications

Professionalisation has certainly allowed the improvement of quality standards, but in transforming hosts into service providers, a distance and objectivity is created that results in a loss of authenticity. Authenticity is not just about what the tourists seek but also about what a place is or can be, and the “sense of place” that residents have and use in their everyday lives.

Social implications

Local narratives offer insights into the particularities of tourism development and the varied, contested and dynamic meanings of places. Place narratives can therefore be a useful tool in developing a reflexive and participative place-making process.

Originality/value

The study serves the understanding of how tourism, subject to the global-local relations, is a particular experience of development that shapes a place’s identity. The case of Santorini shows how place-making involves changing, multilayered desires and contradictory visions of tourism and development. This makes socio-cultural and environmental challenges hard to resolve. It is thus challenging to change the course of development, as various actors at the local level and beyond have diverse interests and interpretations of what is desirable for the place.

Details

Journal of Place Management and Development, vol. 10 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

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Article

Iain Davies, Caroline J. Oates, Caroline Tynan, Marylyn Carrigan, Katherine Casey, Teresa Heath, Claudia E. Henninger, Maria Lichrou, Pierre McDonagh, Seonaidh McDonald, Sally McKechnie, Fraser McLeay, Lisa O'Malley and Victoria Wells

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and…

Abstract

Purpose

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.

Design/methodology/approach

The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure.

Findings

The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field.

Research limitations/implications

This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research.

Practical implications

Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.

Originality/value

The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.

Details

European Journal of Marketing, vol. 54 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Patrick P. Lonergan, Maurice Patterson and Maria Lichrou

This paper aims to elucidate how cultural intermediaries shape the subjectivity of other marketplace actors in fashion, thus preserving the illusio underpinning this field…

Abstract

Purpose

This paper aims to elucidate how cultural intermediaries shape the subjectivity of other marketplace actors in fashion, thus preserving the illusio underpinning this field of cultural production.

Design/methodology/approach

Narrative interviews were conducted with cultural intermediaries in the fashion industry. These were supplemented with non-participant observations, carried out simultaneously during the research process. Interview transcripts and field notes were analysed using a combination of holistic-content and categorical-content analysis.

Findings

As the fashion field is constructed around beliefs as to what constitutes value, the empirical data demonstrate how fashion models’ embody the illusio of the field and authenticate the values, meanings and identities inherent in it through aestheticised and rarefied styles of performance. These activities seduce other market actors and engender a willing suspension of disbelief that in turn mobilises affective intensities resulting in perceptions of legitimacy.

Research limitations/implications

This research adds greater clarity to what cultural intermediaries do when they mediate between economy and culture. To do this, our research is analysed in terms of the ritual performance, the sensibility of the model, the use of the body and the performative fusion.

Practical implications

The paper offers practical implications insofar as it deconstructs the two core ritualistic aspects of the fashion industry which each season yields significant tangible outputs in various forms. The combination of narrative inquiry with observation allows for a better understanding of how these events can be best channelled to mediate the illusio of this cultural field.

Originality/value

To date, there has been very little consumer research that explores cultural intermediaries and less still that offers an empirical glimpse of their performance. This research adds greater clarity to these embodied performances that legitimate other market actors’ suspension of disbelief while also demystifying the ambiguity with which cultural intermediaries are discussed in consumer research.

Details

European Journal of Marketing, vol. 52 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Content available

Abstract

Details

Journal of Place Management and Development, vol. 10 no. 2
Type: Research Article
ISSN: 1753-8335

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Article

Laura Gavinelli, Maria Cristina Morra and Angelo Di Gregorio

The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in…

Abstract

Purpose

The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance.

Design/methodology/approach

A qualitative method was adopted with a case study on Monza and Brianza province (northern Italy) which is strongly involved in EXPO2015 initiatives. The triangulation among multiple sources such as documents, interviews and observation, allow for deeper data collection.

Findings

A mega event can enhance development and repositioning also of minor territories. There are, however, two main conditions for benefiting from such an opportunity: to plan the marketing mix, taking into account people and partnerships, and to ensure a vision on territory through coordination with a legacy perspective.

Research limitations/implications

This study is not representative or generalizable. However, it gives insights into the mechanism of coordination and collaboration between different stakeholders and on how to plan the Monza and Brianza marketing mixes.

Practical implications

The research has implications for governance mechanisms and for marketing politics both for public and private decision-makers, especially in the pre-mega event phase, but also with some inputs into legacy phase.

Originality/value

The research is original for three reasons: the context concerns Monza and Brianza province, and so can help understand how mega events can help a minor territory reposition itself; the research looks at the managerial implications of place marketing in this pre-event phase; and in Italy, provinces are being reorganized or abolished: this case study looks at a province and its future.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article

Jack S. Tillotson, Vito Tassiello, Alexandra S. Rome and Katariina Helaniemi

The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive…

Abstract

Purpose

The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna.

Design/methodology/approach

Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in the context of Finland.

Findings

The analysis and interpretation by the authors show that the symbolic resource of sauna constitutes the legitimation of Finnish nation branding discourses at three levels: regulative, normative and cultural-cognitive; we label these sauna governance, communal identity creation and mythmaking, respectively.

Originality/value

The research contribution reveals that nation branding discourses are also forms of legitimation work. Finnish nation branding discourses are interwoven with sauna as the symbolic resource of “Finnishness” and become conduits for the expression of discursive meanings. This demonstrates that institutional legitimacy is an intrinsic aspect of the ways place branding discourses can be used as a mode of governance (i.e. a policy instrument).

Details

Journal of Place Management and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8335

Keywords

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