Back to basics in the marketing of place: the impact of litter upon place attitudes

Abstract

Attempts to apply marketing theory and principles to place have become a legitimate area of academic and 'real world' practice. However, place marketing does not typically incorporate all elements of the traditional 7 Ps, focusing far too often on just one of these -promotion. As well as this rather myopic approach, place marketing suffers from an overly strategic view of the world which ignores the meaning and lived experience of places to individuals, especially residents. The purpose of this article is twofold -first we investigate the impact of litter on place attitudes. Litter is a common, but negative, element of place, which is intimately connected to the lived experience of a place but typically far removed from the positive promotional activity favoured by place marketing effort and the study thereof. In this sense, the paper reframes place marketing from a strategic to a micro-marketing endeavour. We found that exposing respondents to litter significantly lowers their place attitudes. Our second contribution is to demonstrate the relevance of classic marketing research approaches, such as attitudinal measures, to investigate litter and its impact on place evaluations, through quasi-experimental design (with 662 respondents). Through this, we extend the range of theory and method applied in place marketing -away from controllable promotion endeavours investigated through case-studies to a more holistic and robust interpretation of place marketing, which has a measurable impact upon the places where people live and visit.

Economic Effects of Product Packaging on Consumer Shopping Behavior: The Case of Lebanon

“…Packaging is a very important element of the marketing mix. The pristine packaging color-coded, which designed by professionals to be the silent salesman of the brand, undoubtedly, has considerable impact on the purchasing decision [11]. However, Sun et al stated that a variety of factors affect consumers' choices of cosmetics.…”

A influência da imagem da região de origem no valor da marca centrada no cliente - o exemplo da marca Açores

“…Ambas tem vaŕios grupos de stakeholders, um elevado nivel de complexidade e intangibilidade, responsabilidade social, identidades muĺtiplas, entre outros. No entanto, existem investigadores, Parker et al (2015), que ainda poẽm em causa a eficiencia do place marketing, afirmando que ainda existe pouca evidencia de resultados reais sobre o mesmo.…”

Festival Brasileiro da Cerveja: uma avaliação do nível de satisfação do evento e das fontes de informação segundo os participantes

“…Somam-se a isso todos os tipos de eventos planejados que têm um potencial turístico, até mesmo os menores (como casamentos); porém os de maior visibilidade são os que dominam a literatura (GETZ, 2008). Já eventos menores acabam não atraindo tanto o interesse dos pesquisadores da área (BAPTISTA ALVES; CERRO; MARTINS, 2010;PARKER;ROPER;MEDWAY, 2015).…”