2024
DOI: 10.1108/dprg-02-2023-0032
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Place branding as rural development policy in China: the case of Guangshan county

Yingju Zhang,
Saimin Liu,
Giovanni Baldi

Abstract: Purpose This paper aims to explore the rationale, the process and the outcomes and risks of place branding in rural China. Design/methodology/approach An in-depth case study analysis, including interviews, has been conducted. Findings Place branding in the case of China is practiced and dominated through administrative entities by using subsidies and regional development programs to coordinate, organize and promote local agricultural resources. Although this government-led place branding has effective effect… Show more

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