Place image and urban regeneration in Liverpool

Abstract

It is recognized that to date there has been an overemphasis on received images and their impact on the selection and evaluation of tourist destinations; this paper will therefore focus on projected images. While the merit of both semiotic and discursive approaches to analysing place image are recognized, it is proposed that the discursive approach is more appropriate as it takes into account the advantage of deriving meaning from its broader context. Drawing on examples from Liverpool, UK, the discussion indicates firstly, how projected image is formed by a complex and dynamic network of agents and secondly the implications for urban regeneration. Particular reference is made to the influence of the media, the circle of growth and the promotion of culture. Importantly, it is argued that while projected images can influence perceptions, the consumer also plays a key role in this process. It is concluded that while image campaigns can play a role in the regeneration of the urban landscape, drawing on the cultural dynamics of the local population could enhance it further.

Cultural Events and Cultural Tourism Development: Lessons from the European Capitals of Culture

“…For instance, after a period of industrial decline, the 2008 ECOC Liverpool decided to invest in tourism and its cultural heritage in order to bring about the economic, social and environmental regeneration of the city. The Mersey Partnership and The Liverpool Culture Company, responsible for Liverpool's Capital of Culture 2008 campaign, along with other organizations, strived to reconstruct the image of Liverpool (Kokosalakis et al, 2006).…”

“…The projection of distinctive city image can assist in attracting tourists, because tourism product is to a great extent intangible and image is the only means a potential consumer has of comparing and making choices about possible destinations (Kokosalakis et al, 2006). Events are increasingly recognized as a potential tool for image change, and there is a growing popularity of using the ECOC event for city rebranding or repositioning, particularly in the case of those cities which had an image based largely on their industrial past (Ferrari & Adamo, 2006;Richards & Palmer, 2010).…”

Unfolding and configuring two decades of research and publications on place marketing and place branding

“…Examples of sources include newspaper articles ( Santos, 2004 ), journal articles ( Hanna and Rowley, 2008 ), website images and content ( Boyne and Hall, 2004 ;Florek et al , 2006 ;Opoku and Hinson, 2006 ) and promotional materials ( Kokosalakis et al , 2006 ). Fifteen articles were based on data collected through focus groups or in-depth interviews with different subjects, such as mayors and city managers, branding and CRM experts, tourism managers, opinion leaders, college students, destination marketing organization personnel and tourists.…”

Liverpool 08 and the performativity of identity

“…With campaigns in the past, which have sought to alter perceptions of the image of Liverpool, organisations such as The Mersey Partnership assist in creating the dominant discourse of how we imagine the city. An example being the 'Make it Merseyside' campaign launched in 2001 which aimed to promote the area for business and leisure (for a more detailed assessment for such schemes and the power relations between various agencies within the city, see Kokosalakis, Bagnall, Selby, & Burns, 2006).…”