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Book part
Publication date: 11 September 2020

Nataliia Karachyna, Tetiana Vakar, Yevheniia Moroz, Volodymyr Semtsov and Anna Vitiuk

The conceptual foundations, principles, and mechanisms of territorial branding concerning the prospects of rural development in the Third World countries are the subject…

Abstract

The conceptual foundations, principles, and mechanisms of territorial branding concerning the prospects of rural development in the Third World countries are the subject of the study. The systematization and study of the problems and experiences of territorial branding as a technology of development and overcoming of poverty in the agrarian society of Ukraine is the purpose of the paper. The socioeconomic condition of the modern agrarian society of Ukraine is analyzed with explaining the nature and extent of poverty in rural areas. The basis of the research was the thesis on the expediency of social stratification, including explanation of the causes of poverty by the criterion of economic behavior of individual groups of agents. The data obtained are available in adjusting further agrarian reforms, especially regarding its social orientation, where it should be involved: sociological stratification of groups of agents of each community to identify and stimulate an economically active society, analysis of the causes of the spread and nature of poverty in this rural area, determination of domestic sources of economic growth for local economy, and the implementation of these factors in the process of modernizing of economic relations.

The main method of research was the study of the unique experience of individual rural communities. The methodology of the study foresaw the study of the prospects of rural development of the post-industrial type through the determining role of the factor of territorial branding. Monitoring the potential of territorial branding for rural areas of Ukraine using SWOT analysis has shown the uniqueness of risks, limitations, and prospects. It has been established that the conditions of neutralization of weaknesses and risks are in the combination of economic (primarily investment) and cultural and political initiatives, where a significant role belongs to the effects of community self-organization. At the same time, the prospects are due to the presence of unique institutional assets, natural, climatic and economic conditions, and possible perception of the idea of the rural population as such, which does not contradict the basic cultural values. The emphasis is placed on the fact that the realization of rural development in Ukraine as a national policy should take into account that Ukrainian rural communities remain “difficult,” mostly depressed economies, where the level of economic activity is traditionally low and unemployment is high. At the same time, studying the experience of the effectiveness of territorial branding allowed to generalize and classify the factors of brand-forming content for the rural areas of Ukraine, which became (1) a unique institutional history; (2) landscape and recreational potential; (3) special economic behavior of local inhabitants; (4) investment attractiveness of the territory; (5) unique economic specialization of the territory; (6) tourism activity; and (7) the role of local government. Significant socioeconomic effect of these examples is fixed. The area of application of these results is, first of all, the activity of local authorities of rural communities, nongovernmental organizations, and universities, as well as regulatory policy in terms of decentralization.

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Applications of Management Science
Type: Book
ISBN: 978-1-83867-001-6

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Article
Publication date: 4 June 2019

Martin Kunc, David Menival and Steve Charters

The traditional view of the process of value creation suggests that it occurs inside the firm through its activities or resources. However, there are special cases where…

Abstract

Purpose

The traditional view of the process of value creation suggests that it occurs inside the firm through its activities or resources. However, there are special cases where firms create value using external shared resources, e.g. a territorial brand. The purpose of this study is to demonstrate how the combination of both internal and external resources co-create value in wine regions.

Design/methodology/approach

An in-depth case study of nine firms covering different co-creation processes in Champagne, France. The selection of interviews was designed to cover the diversity of firms within the area with different market positioning. Most firms in the region have been selling champagne for more than 50 years, so they have established long-standing relationships with their markets.

Findings

While there is only one value, Champagne, firms create many different values based on owners’ perceptions with diverse effects on the process of value co-creation in the territorial brand. Some firms have strategies which could deteriorate the value of shared resource. This threat needs institutional changes with unknown consequences on the territorial brand.

Research limitations/implications

The research only involved one case study with a highly developed territorial brand system. There are multiple wine regions that have considered managing either implicitly or explicitly their shared strategic resources (e.g. a territorial brand). Consequently, the findings may not be applicable to all wine regions but it can provide a “gold standard” for regions and wineries that do not realize the impact that their value creation actions can have on the wine region.

Practical implications

Collective management of shared strategic resources, such as a territorial brand, can be a powerful action to sustain competitive advantage rather than individual actions to develop individual brands. However, it can work only with an institutional organization managing the collective process.

Originality/value

The paper offers lessons from a comprehensive and well-known case study where resource bundles co-create value with a territorial brand.

Details

International Journal of Wine Business Research, vol. 31 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 21 October 2013

Stephen Charters, David Menival, Benoit Senaux and Svetlana Serdukov

The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and individual brands

Abstract

Purpose

The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and individual brands – using champagne as a means of exploring this.

Design/methodology/approach

The project was exploratory and a qualitative process involving interviews with key actors in the region was adopted.

Findings

Members of the champagne industry adopt a range of views about the nature of value, focusing on image, reputation and perceived quality, but varying between an individualist approach (which considers that value creation lies with the proprietary brands) and a more collectivist perspective, which considers it is predominantly the result of the territorial brand.

Research limitations/implications

Research into the organisation of territorial brands is just beginning; while merely exploratory this research suggests that issues around value merit further consideration.

Practical implications

Actors within a territorial brand need to clearly negotiate how they view value in order to maintain coherence and a common message. They may also need to pay more attention to issues around brand co-creation.

Originality/value

No research in this precise field has previously been carried out and this study highlights variations in the perceptions of key actors within a territorial brand.

Details

British Food Journal, vol. 115 no. 10
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 8 February 2016

Romain Roult, Jean-Marc Adjizian and Denis Auger

Many Olympic cities are faced with the challenge of converting various remaining infrastructures after the Games have been held. These infrastructures, often imposing and…

Abstract

Purpose

Many Olympic cities are faced with the challenge of converting various remaining infrastructures after the Games have been held. These infrastructures, often imposing and highly specialized, require local actors to innovate and engage in an urban renewal process that can be very complex and expensive when trying to give them a second life as tourism sites. The paper aims to discuss these issues.

Design/methodology/approach

Based on an online survey administered to international travellers (n=5,553) and 36 semi-structured interviews with local stakeholders, this study shows that the Olympic Park, mainly through the stadium, has international recognition.

Findings

However, the sustainability and development of these attractions will need a major overhaul with its welcoming amenities and the integration of the surrounding neighbourhoods in the regeneration plan.

Originality/value

Among these facilities, we have the Montreal Olympic Stadium, which is often identified as the architectural jewel of the games and is used as an urban flagship in tourism development strategies. This situation raises several questions not only in the field of tourism, but also the fields of urban studies, leisure and sociology. This paper will examine the case of the Olympic Park in Montreal and its urban regeneration concepts and place branding that have been integrated into the tourism strategies since the early 2000s.

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International Journal of Tourism Cities, vol. 2 no. 1
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 11 April 2016

Chiara Rinaldi and Alessio Cavicchi

This paper aims to understand the motivations driving cooperative behaviour between heterogeneous stakeholders in place-branding activities, focusing on contract-based and…

Abstract

Purpose

This paper aims to understand the motivations driving cooperative behaviour between heterogeneous stakeholders in place-branding activities, focusing on contract-based and relation-based cooperation constructs.

Design/methodology/approach

The longitudinal case study method is used to help understanding how the investigated network has evolved over four years from an attempt to build a regional umbrella-brand to a network contract between 13 enterprises.

Findings

The findings suggest that the relationships of trust and shared values among stakeholders are essential to foster cooperation, but also that contract-based governance complements a relation-based governance, enhancing the performance of the alliance.

Research limitations/implications

The main limitation is related to the case study methodology, as results are strongly dependent on the specific characteristics of the stakeholders and the geographical area analysed.

Social implications

The role of stakeholders in building a place brand is increasingly important. When analysing cooperative behaviour drivers, more attention should be paid to such intangible assets as social, human, relational and organisational capital.

Originality/value

This longitudinal case study emphasises that for success in place-branding activities, contract-based cooperation can be particularly useful at the beginning of a network alliance, while relation-based cooperation ensures the strength and continuity of the partnership but it takes time to develop. Responsible leaders, working as relationship facilitators/enablers, are important to keep network members engaged, by creating trust and favouring mutual beneficial relationships between stakeholders.

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

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Article
Publication date: 17 June 2020

Romain Roult, Denis Auger and Marie-Pierre Lafond

This paper aims to draw up the state of scientific knowledge in the field of Formula 1 with relation to tourism and urban studies.

Abstract

Purpose

This paper aims to draw up the state of scientific knowledge in the field of Formula 1 with relation to tourism and urban studies.

Design/methodology/approach

This study is based on a systematic review of the scientific literature regarding this issue. Using targeted keywords and the analysis of various documentary databases, 8,075 references were identified and 40 documents were analyzed in an exhaustive manner.

Findings

This study presents a very nuanced portrait of the urban and tourism impacts of Formula 1 on the host territories. In many of the studies analyzed, a gap may be noted, sometimes flagrant, between the development goals of the promoters of these mega-events and local realities. This study also highlights the fact that Formula 1 has established itself as a sports events industry that can renew and enhance the brand image of certain cities.

Originality/value

Very few recent studies have exhaustively reviewed the scientific literature published in English and French with regard to the field of Formula 1 from a tourism and urban perspective. This study makes it possible to identify the main analytical findings and research perspectives resulting from this scientific work while discussing them using a theoretical framework related to the hypermodern character of different societies.

Details

International Journal of Tourism Cities, vol. 6 no. 4
Type: Research Article
ISSN: 2056-5607

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Book part
Publication date: 29 November 2018

Clara Bassano, Maria Cristina Pietronudo and Paolo Piciocchi

This chapter aims to qualify Local Area as Smart Tourism Local Service Systems (S-TLSS), whose competitiveness and reputation depend on sharing strategies and processes of…

Abstract

This chapter aims to qualify Local Area as Smart Tourism Local Service Systems (S-TLSS), whose competitiveness and reputation depend on sharing strategies and processes of cohesion based on equifinality among/for stakeholder. The methodology envisages the integration of Service Science Management Engineering and Design (SSME+D) and the Viable Systems Approach (VSA). Thus it describes a S-TLSS in terms of local service system, whose viability requires a ‘smart governmentality’, able to guarantee the management of equity, sustainability and resilience. Referring to human resources coherent with value co-creation processes, S-TLSS implies T-shaped professionals: new kind of individuals who have proficiency in a specific field/discipline (deep professionality) and, at the same time, show capacity to understand and participate in complex projects/systems (broad professionality). Finally, the authors will show a practical application of the system attempting to enhance an Italian territory that is not very attractive to tourists and local residents.

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Article
Publication date: 6 March 2017

Jordi de San Eugenio Vela, Joan Nogué and Robert Govers

The purpose of this paper is to propose an initial, exploratory and tentative theoretical construct related to the current consumption of landscape as a key symbolic and…

Abstract

Purpose

The purpose of this paper is to propose an initial, exploratory and tentative theoretical construct related to the current consumption of landscape as a key symbolic and physical element in territorial representation and evocation, and for the deployment of place branding strategy. It constructs a line of argument to support what shall be referred to as “landscape branding”, that is, the paradigmatic role of landscape in place branding. It is, therefore, of interest to define the value of landscape as a social and cultural construction, which is why the paper awards importance to the specific analysis of their capacity for visual and/or aesthetic evocation within the context of a general branding strategy for geographical spaces.

Design/methodology/approach

To develop a sufficient proposal for sustaining “a theory of landscape branding”, the paper deploys a meta-analysis, that is, an extensive review and interpretation of the literature related to visual landscape and place branding, to propose a tentative initial approach to landscape-infused place branding theory.

Findings

The relationship existing between landscape images and texts and their possible situating and subsequent interpreting within the context of the political, cultural and economic logics of contemporary society give rise to a renewed analytical framework for cultural geographies (Wylie, 2007). At this point, place branding becomes a recurring argument for the consumption of carefully staged places, representing, to use Scott’s terms (2014), the arrival of a cognitive-cultural capitalism characteristic of post-Fordism.

Practical implications

From a practical perspective, the landscape branding approach provides several benefits. First of all, regardless of the fact that many commentators have argued that logos, slogans and advertising campaigns are relatively ineffective in place branding, practitioners still seem to be focussed on these visual design and advertising tools. The landscape branding approach facilitates an identity-focussed perspective that reconfirms the importance of linking reality with perception and hence reinforces the need to link place branding to policy-making, infrastructure and events.

Social implications

Landscapes’ imageability facilitates visual storytelling and the creation of attractive symbolic actions (e.g. outdoor events/arts in attractive landscape and augmented reality or landscaping itself). This is the type of imaginative content that people easily share in social media. And, of course, landscape branding reiterated the importance of experience. If policymakers and publics alike understand this considerable symbolic value of landscape, it might convince them to preserve it and, hence, contribute to sustainability and quality of life.

Originality/value

The novelty lies not in the familiar use of visual landscape resources to promote places, but in the carefully orchestrated construction of gazes, angles, representations, narratives and interpretations characteristic of geographic space, which somehow hijack the spontaneous gaze to take it to a certain place. Everything is perfectly premeditated. According to this, the visual landscape represents a critical point as a way of seeing the essence of places through a place branding strategy. In this sense, that place branding which finds in visual landscape a definitive argument for the projection of aspirational places imposes a new “way of seeing” places and landscape based on a highly visual story with which to make a particular place desirable, not only for tourism promotion purposes but also with the intention of capturing talent, infrastructures and investment, among other objectives.

Details

Journal of Place Management and Development, vol. 10 no. 1
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 9 March 2015

Eduardo Henrique da Silva Oliveira

This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations…

Abstract

Purpose

This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations. Secondly, it aims to explore the roots of place branding theory and practice in Portugal, as well as how place branding has been approached (or not) in spatial development plans, strategic initiatives and policy documents by stating the territorial, spatial-economic and sectoral development trajectories for the country and its northern region.

Design/methodology/approach

A content analysis of 20 spatial development plans, strategies and policy documents (of 30 identified), published by Portuguese authorities, the European Union (EU) and the Organisation for Economic Co-operation and Development, mainly for the period between 2014 and 2020, has been used.

Findings

Empirical evidence shows that tourism-oriented promotion initiatives, investment-oriented marketing campaigns and communication strategies uniquely supported by visual elements and aesthetic values (e.g. logos and slogans) deserve more attention from authorities in charge of spatial planning and policy-making. Place branding is an absent term. Moreover, there is inconsistency between current research and practice on place branding and how it has been incorporated in strategic spatial planning at EU, national and regional levels.

Research limitations/implications

Whilst some of the research findings are place-specific (Portugal and its northern region), this exploratory paper aims to present a better understanding of the way in which places and branding can be conceptually addressed, primarily by assigning a spatial dimension to the idea of branding places and its alignment with strategic spatial planning and spatial plan-making.

Originality/value

This paper critically explores the actual or potential roles of place branding as an instrument for the attainment of strategic spatial planning goals through its integration in plan and policy-making. By guiding the attention of academics, practitioners and policymakers towards a strategic spatially oriented approach to place branding, the paper brings an alternative view to the scholarly and professional debate on place branding.

Details

Journal of Place Management and Development, vol. 8 no. 1
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 18 July 2016

Roderick J. Brodie and Maureen Benson-Rea

A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic…

Abstract

Purpose

A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity and image, with a relational perspective based on a process approach to developing collective brand meaning.

Design/methodology/approach

A systematic review of the literature on COO branding and geographical indicators is undertaken, together with a review of contemporary research on branding. Our framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions.

Findings

An illustrative case study provides empirical evidence to support the new theoretical framework.

Research limitations/implications

Issues for further research include exploring and refining the theoretical framework in other research contexts and investigating broader issues about how COO branding influences self and collective interests in business relationships and industry networks.

Practical implications

Adopting a broadened perspective of COO branding enables managers to understand how identity and image are integrated with their business relationships in the context of developing collective brand meaning. Providing a sustained strategic advantage for all network actors, an integrated COO branding process extends beyond developing a distinctive identity and image.

Originality/value

Accepted consumer, product, firm and place level perspectives of COO branding are challenged by developing and verifying a new integrated conceptualization of branding.

Details

Journal of Product & Brand Management, vol. 25 no. 4
Type: Research Article
ISSN: 1061-0421

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