Haft and sord factors in place branding: Between functionalism and representationalism

Giovanardi, Massimo

doi:10.1057/pb.2012.1

Cited by 55 publications

(45 citation statements)

References 45 publications

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“…The necessity of measuring tangible and intangible components in place branding (Zenker, 2011), which Giovanardi (2012) has referred to as 'haft' and 'sord' factors, should enhance the potential of applying a mixed-method approach in future place branding studies. Suggestions for the methodological perspective following a developing research domain and specific topic areas were also provided in this article.…”

Section: Discussionmentioning

confidence: 99%

“…Particularly in cities where facilities and services are concentrated, functional attributes are measured as the physical attractions (Caldwell and Freire, 2004) that are often introduced through secondary sources such as marketing brochures and city websites Go, 2005, 2009). This set of approaches has continued to have its importance in the place branding domain (Giovanardi, 2012). For psychological or perceptual dimensions of place image, large quantitative (often international) image survey studies are more likely to be conducted at the national level (as opposed to cities themselves).…”

Section: The Dominance Of Qualitative Analysismentioning

confidence: 99%

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A review of place branding methodologies in the new millennium

Chan¹,

Marafa²

2013

Place Brand Public Dipl

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Chung-shing Chan is a doctoral candidate from the Department of Geography and Resource Management, The Chinese University of Hong Kong. His master study was about indicators for sustainable urban park management in Hong Kong, while his current doctoral research studies the potential of green resources for city branding in Hong Kong. Lawal M. Marafais an associate professor at the Department of Geography and Resource Management, The Chinese University of Hong Kong. His teaching and research interests cover leisure and ecotourism, tourism and environment, recreation planning and management.ABSTRACT Over the past decade, place branding has become a vibrant area of research and has received increasingly widespread attention and recognition. Some scholars have discussed that many place branding studies have adopted qualitative and quantitative approaches in analysing collected data and information. This review article aligns the application of research methods and statistical analyses with place branding topic areas in articles published in three key periodicals since the year 2000. A dominance of qualitative research approaches is revealed in most of the specific topic areas in place branding including place identity, projected images, place offerings, marketing and communications, and stakeholder relationships. Several observations are also made about issues that might deserve further attention: (1) the dominance of qualitative analysis, (2) the lack of integrated research approaches and (3) the relatively low explanatory power of statistical applications in some studies. On the basis of the changing research domain in the place branding topic areas, mixedmethod or more diversified quantitative approaches may yield insightful future research opportunities in a field where most research is typically conducted using individual case studies and qualitative approaches.Place Branding and Public Diplomacy (2013) 9, 236-253.

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Section: Discussionmentioning

confidence: 99%

Section: The Dominance Of Qualitative Analysismentioning

confidence: 99%

A review of place branding methodologies in the new millennium

Chan¹,

Marafa²

2013

Place Brand Public Dipl

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“…This phenomenon is understandable since city branding originated in the discipline of mainstream marketing which studies commoditized products. Besides economic consideration, scholars have also identified other important brand factors that contribute to the healthy functioning and balanced development of places (Keller, 2008;Zenker & Martin, 2011;Giovanardi, 2012). Furthermore, cities are largely different from consumer products.…”

Section: City Branding As a Multi-dimensional Conceptmentioning

confidence: 99%

“…Furthermore, cities are largely different from consumer products. Cities have complex layers of hard and soft resources with complicated structuring of spaces (Giovanardi, 2012). They can be presented to a great variety of city consumers such as local residents, visitors, business investors, and highly educated and creative employees.…”

Section: City Branding As a Multi-dimensional Conceptmentioning

confidence: 99%

“…This is more advanced than the simple definition of branding as described by Anholt (2005), but integrates the multi-layered perceptions and experiential meaning of people (Caldwell & Freire, 2004;Giovanardi, 2012). This approach is especially supported for infrequent visitors or external audiences scattered worldwide because onsite experience in parks and green landscapes would likely influence users' perception.…”

Section: Recommendations For Branding Hong Kong Green: a Way Forwardmentioning

confidence: 99%

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Developing a Sustainable and Green City Brand for Hong Kong: Assessment of Current Brand and Park Resources

Chan¹,

Marafa²

2014

International Journal of Tourism Sciences

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This paper connects the existence of green resources such as parks and green spaces with the concept of city branding. This idea contributes to the establishment of a city brand and can be the catalyst needed to achieve city sustainability because 'green branding' demonstrates the multi-dimensional benefits of green resources to both local and international audiences. Using Hong Kong as a case study, green resource branding was viewed by stakeholders through a familiarityfavourability analysis, and the level of uniqueness of the key park resources in the city examined. The results of an online questionnaire survey showed low levels of both familiarity and favourability toward the current city brand of Hong Kong by both local and non-local respondents. In particular, the perceived brand was identified as falling into the challenging zone. However, respondents believed some park resources are unique. The perceived uniqueness and types of park were found to be associated, especially for the non-local group who possesses an holistic impression of these parks. To realize the branding of Hong Kong as green, the branding authority must clearly understand the process of branding, identify the authentic brand essence of the resources, and coordinate the relevant stakeholders proactively, instead of focusing solely on marketing campaigns and logos. Based on the observations and analysis, some recommendations are suggested for the city branding authority.

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‘Belong anywhere’: Focusing on authenticity and the role of Airbnb in the projected destination image

Tamajón

Pérez

2022

Journal of Tourism Research

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There is little research that analyses the contribution of tourism-related digital platforms, and particularly Airbnb, to the creation and projection of international destinations' images. This study seeks to address this gap by developing a content analysis of the Airbnb Guides to more than 500 global urban neighbourhoods (globalhoods).We analysed Airbnb users' descriptions posted in the period following the Great Recession up to the COVID-19 pandemic. Content analysis shows how Airbnb projects the images of these globalhoods through a narrative based on creating a perception of authenticity but that finally projects a commodified image of destination identities and their communities.

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Haft and sord factors in place branding: Between functionalism and representationalism

Cited by 55 publications

References 45 publications

A review of place branding methodologies in the new millennium

A review of place branding methodologies in the new millennium

Developing a Sustainable and Green City Brand for Hong Kong: Assessment of Current Brand and Park Resources

‘Belong anywhere’: Focusing on authenticity and the role of Airbnb in the projected destination image

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