Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination
Journal of Investment and Management
Volume 4, Issue 1-1, February 2015, Pages: 58-68
Received: Jan. 23, 2015; Accepted: Jan. 23, 2015; Published: Jan. 29, 2015
Views 3581      Downloads 247
Authors
Kamel Ben Youssef, Department of Management, Université Paris Ouest Nanterre La Défense, Paris, France
Martha Friel, Department of Economics and Law, IULM University, Milan, Italy
Thomas Leicht, Department of Philosophie Information-Communication, Langage, Littérature and Arts du Spectacle, Université Paris Ouest Nanterre, Paris, France
Lidia Marongiu, Studio Giaccardi & Associati – Consulenti di Direzione, Ravenna, Italy
Article Tools
Follow on us
Abstract
The perceptioning model developed by Bassani et al. (2002, 2007, and 2011) permits to design, launch and develop a strong brand in B2B and B2C markets. In recent years, it has also been used to build wikibrands (Moffit and Dover, 2010) and successful products relying on the high involvement of consumers’ communities in value creation processes. The paper explores how the perceptioning model as a tool for destination branding could also find successful application in other fields such as the tourism sector. After a literature review on place branding and perceptioning, the paper applies this model at a territorial scale by analyzing the case of the region of Liguria in Northwest Italy as a prototype of wikidestination. By relying on a qualitative research design based on interviews and discourse analysis, this paper provides evidence that perceptioning is also a suitable approach for territorial marketing, especially in the case of wikidestinations that are constructed collectively.
Keywords
Brand identity, C-to-C online marketing, Perceptioning, Territorial marketing, Wikibrand, Wikidestination
To cite this article
Kamel Ben Youssef, Martha Friel, Thomas Leicht, Lidia Marongiu, Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination, Journal of Investment and Management. Special Issue: Attractiveness and Governance of Tourist Destinations. Vol. 4, No. 1-1, 2015, pp. 58-68. doi: 10.11648/j.jim.s.2015040101.18
References
[1]
J. Gayet, Place Marketing Trend 2014, Corps et Ame Editions, 2015.
[2]
G. Lewi, E-branding: Stratégies de marque sur Internet, Pearson Education France, 2013.
[3]
M. Bassani, S. Sbalchiero, K. Ben Youssef and S. Magne, Brand Design: construire la personnalité d’une marque gagnante, éditions De Boeck, 2011.
[4]
J. R. Gold and S. V. Ward, Place promotion: the use of publicity and marketing to sell towns and regions. John Wiley & Sons Ltd, 1994.
[5]
P. Kotler, D. Haider and I. Rein, Marketing Places: Attracting investment, industry and tourism to cities, states and nations, New York: The Free Press, 1993.
[6]
S.V. Ward, Selling places: the marketing and promotion of towns and cities, Vol. 23, 1998, pp. 1850-2000.
[7]
G. J. Ashworth and H. Voogd, Selling the city: marketing approaches in public sector urban planning, Belhaven Press, 1990.
[8]
S. Anholt, “Competitive identity: the new brand management for nations, cities and regions” in Journal of Brand Management, 14(6), 2007, pp. 474-5.
[9]
M. Kavaratzis, “Place Branding: A Review of Trends and Conceptual Models” in The Marketing Review, Volume 5, Number 4, 2005, pp. 329-342.
[10]
M. Kavaratzis “City Marketing: the past, the present, and some unresolved issues” in Geography Compass, Vol.1, No.3, 2007, pp.695-712.
[11]
A. Lucarelli, and P.O. “City branding: a state-of-the-art review of the research domain” in Journal of place management and development, 4(1), 2011, pp. 9-27.
[12]
G. Hankinson, “Place Branding Theory: A Cross-domain Literature Review from a Marketing Perspective”, in G. J. Ashworth and M. Kavaratzis (eds) Towards Effective Place Brand Management: Branding European Cities and Regions, 2010, pp. 15–35. Cheltenham, UK and Northampton, MA: Edward Elgar.
[13]
S. Hanna and J. Rowley, “Towards a strategic place brand-management model” in Journal of Marketing Management, 27(5-6), 2011, pp. 458-476.
[14]
L.A. Cai,. "Cooperative branding for rural destinations" in Annals of tourism research 29, no. 3, 2002, pp.720-742.
[15]
E. Laws, Tourism marketing: service and quality management perspectives, Stanley Thornes (Publishers) Ltd., 1991.
[16]
B. Baker, Destination branding for small cities: The essentials for successful place branding. Destination Branding Book, 2007
[17]
E. Valdani and F. Ancarani., Strategie di marketing del territorio, Milamo: Egea, 2000.
[18]
E. Candelo, Destination Branding, Torino: Giappichelli, 2009.
[19]
C. Pasquinelli, "The limits of place branding for local development: the case of tuscany and the arnovalley brand" in Local Economy, 25, no. 7, 2010, pp.558-572.
[20]
V. Calzati, E. Lorenzini and P. Giudici, “Territorial brands for tourism development: a statystical analysis on the Marche Region” in Annals of Tourism Research, 38(2), 2011, pp. 540-560.
[21]
M. Giovanardi, “Producing and consuming the painter Raphael's birthplace” in Journal of Place Management and Development, 4(1), 2011, pp. 53-66.
[22]
A. Kalandides “The problem with spatial identity: revisiting the “sense of place””in Journal of Place Management and Development, 4(1), 2011, pp. 28-39.
[23]
A. Kalandides “Place Branding and Place Identity. An integrated approach” in Tafter Journal, 2012.
[24]
S. Anholt "Place branding: Is it marketing, or isn’t it?." Place Branding and Public Diplomacy 4, no. 1, 2008, pp. 1-6.
[25]
S. Moffitt and M. Dover, Wikibrands: reinventing your company in a customer-driven marketplace, McGraw-Hill, 2011.
[26]
Google (2013), The 2013 Traveler, disponibile a http://www.google.com/think/research-studies/2013-traveler.html
[27]
R.K. Yin, Case study research: Design and methods, London: Sage, 2014.
[28]
R. K. Yin, Applications of case study research, London: Sage, 2011.
ADDRESS
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
U.S.A.
Tel: (001)347-983-5186