“…Moreover, Kvale and Brinkmann (2009) and Knox and Burkard (2009) suggest interviewing as many individuals as necessary to reach saturation, while Guest, Bunce and Johnson (2006) found that saturation occurs within the first twelve interviews, with basic elements for common themes being present as early as after six interviews. Such assertions are supported by various publications that have gathered and analysed place branding interview data from five to eighteen participants (Bennett & Savani, 2003;Hankinson, 2001Hankinson, , 2005Hankinson, , 2009Park & Petrick, 2006;Stubbs, Warnaby & Medway, 2002 Responses to the questions were recorded, transcribed, and subsequently analysed using thematic analysis (Creswell, 1998).…”