Branding Various-Sized Destinations: A Study of Millennial Attitudes

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Author(s): Anders Parment (Stockholm University, Sweden)and Sara Brorström (GRI Gothenburg Research Institute, Sweden)
Copyright: 2017
Pages: 30
Source title: Global Place Branding Campaigns across Cities, Regions, and Nations
Source Author(s)/Editor(s): Ahmet Bayraktar (Bozok University, Turkey)and Can Uslay (Rutgers University, USA)
DOI: 10.4018/978-1-5225-0576-1.ch010

Keywords: Business & Management / Business Science Reference / Hospitality, Travel & Tourism Management / Hospitality, Travel, and Tourism Management

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Abstract

Place branding has focused on larger cities with an inherent attractiveness and a strong appeal to various stakeholders, or destinations that have undergone a transition. This development is strongly intertwined with urbanization. Drawing upon a rich qualitative and quantitative data set, our research attempts to relate inhabitant preferences to the stream of research that deals with branding to create growth in eight various-sized Swedish municipalities. When inhabitants don't agree with place branding efforts confusion emerges rather than, as intended, brand enforcement. Rural areas may have a clear advantage since there are fewer competing ideas on the place identity but have too little activity to arouse interest among a broader audience. Our research questions economic growth to be the key driver of place success. Politicians and policy-makers should consider trying to find a balance between ambitions to grow and making sure that the local community supports the efforts. Branding efforts that lack anchorage among inhabitants are unlikely to take effect.

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Branding Various-Sized Destinations: A Study of Millennial Attitudes

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