1 / 19

Regional Development, Place Branding and Tourism - exploring dilemmas of process and strategy

Regional Development, Place Branding and Tourism - exploring dilemmas of process and strategy. 1. Arguments 2. Conceptualisation 3. Focus on process : City branding case 4. Focus on strategy : Food tourism case. ARGUMENTS about regional development , place branding and tourism.

emily
Télécharger la présentation

Regional Development, Place Branding and Tourism - exploring dilemmas of process and strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Regional Development, Place Branding and Tourism- exploring dilemmas of process and strategy 1. Arguments 2. Conceptualisation 3. Focus on process: City branding case 4. Focus on strategy: Food tourism case

  2. ARGUMENTS about regional development, place branding and tourism A certain scepticism… • Globalisation is here to stay, so is neo-liberalism • Brands are all fluffy talk, keeping consultants, making little difference • Tourism is an increasingly desperate measure of last resort … about scepticism • Scope for local agency also in path-dependent regions • Image and discourse may matter • Tourism as global growth industry in times of leisure

  3. CONCEPTUALISATIONDevelopment policy from an institutionalist perspective Economic & socio-cultural environment Public actors Private actors Cultural patterns Discursive terrain Political environment Public actors Private actors Discursive terrain Implementing organisation Political sponsor Organisation Policy design Policy target Firms Organisations Public authorities Tourists PROBLEM DEFINITION POLICY OUTCOME Source: Inspired by inter alia Ham & Hill, Jenkins, Sabatier, Parsons, Winter – Elaborated on the basis of Henrik Halkier: Institutions, Discourse and Regional Development, Brussels: PIE Peter Lang, 2006, chapter 3.

  4. CITY BRANDING CASEFocus on process Place branding processes and inter-organisational relationships: • commitment: perceived branding needs • strategy: market and place-making • inclusion: distribution of roles

  5. CITY BRANDING CASEFocus on process Commitment: • imperative vs. more/less important • repositioning vs. reinforcement Strategy: • market: sellingplace vs. buildingcommunity • place-making: city of words vs. city of stones

  6. CITY BRANDING CASEFocus on process

  7. CITY BRANDING CASEFocus on process Tales of Two Cities • Wide prospects • Diversity • Teamwork • Drive • Roots • Pulse • Knowledge

  8. CITY BRANDING CASEFocus on process

  9. Branding Markets City brand stakeholders External City of words Agenda Municipality setting Primary for all three Brand board City retail VisitAarhus Internal City of stones Secondary VisitAarhus for all three Implementation Design CITY BRANDING CASEFocus on process Inclusion:

  10. CITY BRANDING CASEFocus on process Inclusion: Branding Markets City brand stakeholders External City of words Agenda Branding Primary for setting Secretariat all four Brand board VisitAalborg Internal City of stones Secondary Branding Secretariat for all four Implementation Design Municipality: Trade & Business City Retail

  11. CITY BRANDING CASEFocus on process

  12. CITY BRANDING CASEFocus on process • inclusion -> strongcommitment? • commitment -> holisticstrategy? Place-branding depending on many dimensions of inter-organisational cooperation

  13. FOOD TOURISM CASEFocus on strategy DELICATE DESTINATIONS, PRODUCTIVE REGIONS?

  14. THE BRANDING CHALLENGELocal food for international tourists From tempting prospects of synergy … • tourists will eat anyway • food experience add to attraction of destination • local food an exotic quality • boost local food production directly/indirectly … to international destination food brand • attractions of regional food communicated to visitors • regional food experiences demanded by visitors • regional food experiences must be produced • regional food made accessible to visitors

  15. RDA DMO F T Exchange to be increased INTER/NATIONAL TOURISTS T F F T THE BRANDING CHALLENGELocal food for international tourists Coordin. Brand Key challenges • Stakeholder coordination: Communication AND experience • Understanding potential markets

  16. THE BRANDING CHALLENGELocal food for international tourists Potential targets • Danish families with kids • Norwegian empty nesters Stakeholders • food producers • food retailers • local policy makers

  17. THE BRANDING CHALLENGELocal food for international tourists Results: Holliday home food experiences

  18. THE BRANDING CHALLENGELocal food for international tourists Results: More than branding strategies

  19. THE BRANDING CHALLENGELocal food for international tourists • Policy perspectives • Tourismproject? Self-catering? Demand? • Choice and implication of strategiesdepending on • Actorconfigurations, private and public • Food tourismresources • Future research • Explore links betweenstrategies, resources and pathsthroughcomparative studies (extendedliteraturereview, fieldwork) • Developcomprehensiveanalyticalframeworkaccounting for strategies and practices from evolutionaryperspective

More Related