Journal
JOURNAL OF MARKETING MANAGEMENT
Volume 33, Issue 5-6, Pages 400-420Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2017.1307872
Keywords
Place branding; place identity; sense of place; place meaning; qualitative research
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Funding
- Syndicat Mixte Grand Site Gavres-Quiberon
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Developing a place brand involves highlighting the distinctive attributes of a place that could be used to enhance its attractiveness. This study is in line with recent literature where the concept of place identity is being replaced by sense of place, which provides an holistic view of a place by integrating all users' experiences and feelings. Through a qualitative study involving 31 individual interviews with users and meetings with managers of a French coastal area, this paper proposes a five-dimensional definition of sense of place and its use as a tool for developing a place brand in 3 ways: defining the place brand concept, bringing together the internal stakeholders and invoving users in brand building.
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