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1 – 7 of 7
Book part
Publication date: 1 August 2017

Birgit Bosio, Katharina Rainer and Marc Stickdorn

Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical…

Abstract

Purpose

Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical way, in-situ, and in real-time.

Methodology/approach

The chapter describes the implementation of a mobile ethnography project in a tourist destination, including participant recruitment, data collection, data analysis, and the derivation of insights.

Findings

The mobile ethnography project allowed to gain deep insights into the customers’ journeys.

Research limitations/implications

Future research will need to further investigate questions of participant recruitment, the effectiveness of incentives as well as the performance of the data collection process. Furthermore the findings of this case need to be replicated in the context of other industries, as well as in other cultural contexts.

Practical implications

Mobile ethnography allows companies to gain more information on customer experience in real-time, thus with reduced cognitive and emotional bias. Therefore, the method can help to improve the touristic service offering and, consequently, customer experience.

Originality/value

As companies are searching for new approaches to research and manage customer experience, this chapter is of high value for both academia and practice.

Article
Publication date: 13 March 2009

Olivia Wagner and Mike Peters

The purpose of this study is to employ the collage technique, an unstructured qualitative association instrument, with respect to place branding initiatives and to uncover…

2284

Abstract

Purpose

The purpose of this study is to employ the collage technique, an unstructured qualitative association instrument, with respect to place branding initiatives and to uncover internal stakeholders' perceptions of the region or destination.

Design/methodology/approach

The first part presents a general framework of brand and destination branding in the field of tourism research. The empirical study was carried out in selected Alpine tourism destinations. In the first stage the authors identified the main representatives of stakeholders in two Austrian tourism destinations. In the second, the collage technique was used to obtain stakeholders' perceptions of the tourism destination brand.

Findings

The findings reveal that different internal stakeholders trace different perceptions of tourism places and illustrate the importance of using the collage as a technique to explore the various identities of a place.

Research limitations/implications

It is argued that internal destination stakeholders do not share the same brand perception of the destination brand and they do not share a common identity, which is communicated through the destination management organisations (DMOs). However, more research is needed to support these findings as the study is limited by its sample size and focus on the Alpine region of Tyrol, Austria.

Practical implications

The results suggest that DMOs should establish better identities within their destination. In particular, they must consider that the collage is a very important technique in communicating the desired brand identity to internal destination stakeholders.

Originality/value

This paper seeks to clarify the effectiveness of the collage method as a tool to measure stakeholders' identities of selected tourism destinations. The paper demonstrates the importance of employing different association methods (word or picture) in recognizing stakeholders' knowledge and opinions of destinations as a primary step in analyzing stakeholders' brand identity perception.

Details

Journal of Place Management and Development, vol. 2 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Content available
Book part
Publication date: 1 August 2017

Abstract

Details

Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

Book part
Publication date: 3 July 2018

Abstract

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

Open Access
Article
Publication date: 5 June 2017

Guenther Botschen, Kurt Promberger and Josef Bernhart

This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns…

5331

Abstract

Purpose

This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured three-phase model that can serve as a practical guide for the development of commercial, touristy, urban and rural places.

Design/methodology/approach

Longitudinal collaborative action research over a time span of 20 years plus extended case study research supported the evolution of the BIDP approach.

Findings

BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising into the new place format. The case study of the City of Innsbruck is prototypically used to illustrate the application of the designed approach and to report achieved results.

Research limitations/implications

Place brand development based on translating socio-cultural meanings into touchpoint experiences to materialise and align place constituents is opening up new avenues to initiate and govern place development. At present, the approach is based on case studies in the western region of Austria and South Tyrol.

Practical implications

The three-phase model represents a practical tool for place brand managers, who want to renew and to develop their place format in a structured way. The BIDP model can be applied for all forms of places.

Social implications

Foremost, the described place branding collaborations reassure the proposition of Olins (2002) and Schmidt (2007) that place branding is a crucial internal project that unites groups of people around a common strategic vision providing sense and direction besides reaching out to the traditional customer–stakeholder audience.

Originality/value

A structured model for brand-driven place development, which evolved during 20 years of longitudinal collaborative action research with executives and representatives of commercial, touristy, urban and rural places, BIDP locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities.

Details

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

Keywords

Book part
Publication date: 19 September 2019

Abstract

Details

Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

Article
Publication date: 8 July 2021

Homayoun Golestaneh, Manuela Guerreiro, Patrícia Pinto and Seyed Hashem Mosaddad

Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The purpose…

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Abstract

Purpose

Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The purpose of this paper is to identify the internal stakeholders associated with PB and particularly, the roles they play in such a process.

Design/methodology/approach

Through a systematic literature review in four major global databases, 55 qualified research studies on PB were identified and thoroughly reviewed. Selected studies were examined, analysed and classified according to five categories: bibliographic data, methodologies adopted, conceptual frameworks, empirical foundation and stakeholders’ relevance.

Findings

This study shows no existing consensus over the type/role of internal stakeholders in PB research. The findings indicate different methodologies, conceptual frameworks and branding approaches, as well as various empirical foundations in the reviewed studies. The results highlight the significance of internal stakeholders’ influence over PB and their roles in the process. The findings also underline the need for strategies that prioritise stakeholders’ social interactions, collective experiences and affective engagement to develop an inclusive place brand.

Practical implications

This study provides an alternative perspective that underlines the development of inclusive PB frameworks by providing stakeholders with motivational and emotional incentives, capturing their creativity and imagination and encouraging them to participate in the process. Such frameworks entail a transdisciplinary approach to PB as a dynamic process that depends on all internal stakeholders’ active engagement.

Originality/value

This review offers an in-depth perspective on relevant internal stakeholders and their roles in PB. The study further scrutinises the three most related research topics on internal stakeholders, including co-creation, internal branding and participatory PB.

Details

Journal of Place Management and Development, vol. 15 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

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