proceedings of the 3rd Corfu Symposium on Managing and

Transcription

Proceedings of the
rd
3 Corfu Symposium on
Managing & Marketing
Places
18th - 21st April 2016
Corfu Mare Boutique Hotel
Corfu, Greece
sponsored by
3rd Corfu Symposium on Managing & Marketing Places
18th – 21st April 2016
4th Corfu Symposium on Managing & Marketing Places
24th – 27th April 2017
Place Making from Various Gazes
CALL FOR PAPERS
The theme of the 2017 symposium ‘place making from various gazes’ reflects current
developments in both the theory and practice of place management, marketing, and
branding, along with developments into our knowledge about sustainable places and
responsible tourism, all of which rely for success upon the co-ordinated efforts of
multiple stakeholders, each of which may have different, and sometimes competing,
objectives and purposes. The nature of academic enquiry into these issues is inherently
interdisciplinary, and the symposium will consider the way places are theorised
differently in various academic disciplines, and what this means for the practice of
managing and marketing places.
The inspiration for this particular symposium theme was also informed by the passing, on
18th March 2016, of Professor John Urry, whose research on a range of subjects relevant
to place making, including urban and regional research, and research particularly into the
economic, social, environmental and cultural implications of developments in tourism,
revolutionised academic research and practitioner insight into The Tourist Gaze.
The Symposium will be held over 4 days on the beautiful Greek island of Corfu. The
Symposium venue is in Corfu Town, and the Symposium Hotel is just a few metres from
the sea in the heart of Corfu old town which is a UNESCO World Heritage Centre. The
Symposium will include a full social programme of activities including trips to local
speciality craft and food producers, visits to sites of interest, and a gala dinner offering
the best of local Corfiot food in a unique setting with outstanding views.
The theme of the 2017 4th Corfu Symposium on Managing and Marketing Places supports
submissions that consider both the theory and practice of place management, marketing,
and branding, along with developments into our knowledge about sustainable places and
responsible tourism, and which seek to further our understanding of these issues from the
perspectives or gazes of the multiple stakeholders involved in all aspects of responsible
and sustainable place making.
Authors should submit a 1000 word abstract electronically to:
heatherskinnercorfu@gmail.com no later than 28th November 2016.
IMPORTANT DATES
 Submission of 1000 word abstract 28th November 2016
 Decision on acceptance 16th January 2017
 Final deadline for Registration 27th February 2017
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Welcome to the Symposium
I would like to extend a very warm welcome to all delegates attending this 3rd
Corfu Symposium on Managing & Marketing Places.
The theme of the 2016 symposium ‘thinking and re-thinking about places’
reflects current developments in both the theory and practice of place
management and marketing with places and spaces being contested, formed and
re-formed. The nature of academic enquiry into these issues is inherently
interdisciplinary, and the symposium will consider the way places are theorised
differently in various academic disciplines, and what this means for the practice
of managing and marketing places.
Corfu (or Corkyra as it was then known) was settled by the Corinthian exile
Kersicrates in 734 BC. Since that time, and in no small part due to its strategic
geographical location to the East of the heel of the boot of Italy, and to the West
of the southernmost part of the Albanian mainland and the westernmost part of
the Greek mainland, Corfu has been a part of the Roman Empire (229 BC),
Byzantine Empire (337 AD), Normans (1081), Byzantine Empire again (1152),
Venetian Empire (1386). 2016 marks the 300th anniversary of the 2nd Siege of
Corfu in 1716, when, while Corfu was then under Venetian rule, there was an
attempted Turkish invasion of the island. Whether the invading army was
defeated by the islander’s defence leader Count Johann Matthias von der
Schulenburg, or by its patron Saint Spyridon, the result was that the invaders
were defeated. The island was next taken by France (1797), then it fell to the
Russians, then the Ottoman Empire, before France’s second occupation in 1807.
In 1815 Corfu became a British Protectorate, which it remained until formally
becoming a part of Greece in 1864. During the 20th Century, the island fell to
Italy during 1923, and again during WWII, until its liberation in 1944.
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In such an historic year for the island, we feel it will be very interesting to
consider these issues of thinking and re-thinking about places.
Corfu is an island steeped in history, offering visitors plenty to do and see. Our
Symposium will offer you a glimpse of some of what Corfu has to offer. I
would encourage you join us in our social programme, as this is as much a part
of this Symposium as the sessions themselves, and will offer you the
opportunity of exploring some of the delights of Corfu.
I am also delighted that the Institute of Place Management (IPM) has once again
provided formal accreditation for the Symposium.
The Institute of Place Management’s links with the Journal of Place
Management and Development, with its focus on communicating with
academics, practitioners, policy makers and local government, is also a driving
factor behind the balance between academic and practitioner input into this
event.
I would also like to say thank you to the Symposium Team, to everyone who
has contributed to this event, our sponsors Corfu Beer, Theotoky Estate,
Ambelonas Corfu, Roula Rouvas, The Governor Olive Oil, Melissokomiki
Kerkyras Vasilakis, Mavromatis Distillery, Arillas Cultural Club, and especially
to our delegates for participating. I do hope you enjoy your stay on this
beautiful Ionian Island.
Σας Ευχαριστώ Πολύ
Dr Heather Skinner
Symposium Chair
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About the Symposium Team
Dr Heather Skinner
I moved to Corfu in August 2013 following a 15 year academic career at the
University of South Wales (formerly the University of Glamorgan) where I was
Reader in Marketing. I am now a guest lecturer at a number of Higher
Education Institutions. I also facilitate online learning and continue to supervise
and examine doctoral theses. Since 2011, I have been researching issues
concerning the future of tourism in Corfu, in particular, how Corfu, along with
many other mature European destinations, can address the problem of declining
numbers of middle-market independent tourists from its key source markets.
This work has been undertaken alongside my main research into other place
management and marketing issues, with a current focus on responsible tourism.
To this end I have also recently been appointed to the role of Responsible
Tourism Special Interest Group Leader for the Institute of Place Management.
Alex Christou
I was born and raised in Corfu Town to a Dutch mother and a Greek father. I
studied Chemistry in the Netherlands and worked as a DBA, programmer, web
designer and web marketer both in the Netherlands and in Thessaloniki, Greece
for 10 years. In 2010 my wife Christina and I moved permanently to Arillas,
Corfu, where we have been living ever since, raising our two young daughters
the best way we can, close to nature. We are also actively involved in making
Arillas a better place, and we enjoy participating in one of the most active
village communities on Corfu. The concept of Green Corfu, started about six
years ago with the idea to promote alternative holidays and local Corfiot
products.
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Pepé Soomers
Born and raised in Holland, I have always had two strands to my career, one as
a photographer, writer, and director for theatre and TV, the other in psychology,
coaching and therapy. I have occasionally been able to combine both, writing a
book on music therapy for physically disabled people, which resulted in a world
tour of seminars, workshops and performances, including one at the US White
House for the (old) Bush administration. I am part of a global seminar business
team, and have attended, accompanied and organised more than 100 seminars
over the last 8 years. Since my first visit to Athens in 1983 I have seen most of
Greece, losing my heart and finding my home in Arillas on the North West of
Corfu.
Christina Panagiotidou
I was born in the mountains of northern Greece, near Kastoria. I used to be an
accountant, business woman, teacher, saleswoman and consultant. I moved to
Arillas, Corfu in 2010 to start a new life. Green Corfu is our business but also
our passion. Through Green Corfu and living in Arillas I got to know many
beautiful people and learned and am constantly learning new things. I am
actively involved in the Arillas Cultural club, both as a dancer and as a member
of several committees. I am also very interested in politics, not as a job you get
elected to do but as an everyday practice. I have come in contact with my higher
self and am doing my best to go along with the cosmic flow of energy. I do
Reiki, meditation, yoga, qi gong and sufi card reading. I send love and light to
all of you.
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About Green Corfu
Green Corfu was born in the spring of 2010 as an idea to create a portal
presenting Corfu's unique nature and biodiversity, showcasing and promoting
all alternative initiatives in the tourism sector on Corfu, as well as local Corfiot
products (preferably organic). The last 6 years it has grown into the most
popular alternative website on Corfu, providing green accommodation and
extending its topics to recycling, green energy, alternative therapies. At the
same time, it has been the catalyst to creating a network of people living and
working towards a new paradigm.
Our base and home is not in Corfu town but in Arillas, a village in the northwest corner of Corfu, where the whole village is turning towards attracting
walkers, nature lovers, spiritual seekers, gourmets and beer enthusiasts from all
over the world.
For more information you can visit our website at www.greencorfu.com.
About the Institute of Place Management
The Institute of Place Management has provided formal accreditation for the 3rd
Corfu Symposium on Managing and Marketing Places to encourage and support
individuals undertaking continuous professional development.
The Institute of Place Management is the professional membership organisation
that supports and represents organisations and practitioners in the place
management and development sector. In this role the Institute supports and
encourages the continuous professional development of those individuals
engaged in place management, to maintain, improve and broaden their
knowledge and skills to maintain a sufficiently high standard of professional
competence.
If you would like more information about the IPM and its services please visit
www.placemanagement.org.
For a free trial membership please visit
http://www.placemanagement.org/eacademy/default.asp?a=register&s=demous
er&academyId=159
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About our Keynote Speakers
Professor Cathy Parker
Cathy is Professor of Retail and Marketing Enterprise at Manchester Metropolitan University
Business School, where she has managed over £10m of commercial and research projects, in
the areas of retailing and place management. She is Principal Investigator of the new £1m
government-funded Innovate project, ‘Improving the customer experience in retail: Bringing
big data to small users’ and has just completed a major Economic and Social Research
Council project investigating town centre change, ‘High Street UK 2020’, which worked with
10 UK High Streets in the UK, including Altrincham, Congleton and Alsager.
Cathy is Chair of the Institute of Place Management, with over 1200 members and friends
internationally, and Editor-in-Chief of the Journal of Place Management, which is taken by
over 2,000 institutions world-wide.
She has published in many quality peer-reviewed
academic journals, including European Journal of Marketing, Journal of Business Research
and Journal of Environmental Psychology. Cathy is a regular contributor on place related
issues to the media including BBC News, Radio 4 and 5, ITN News and local radio stations.
Cathy has been an academic advisor and contributor to the All Party Parliamentary Small
Shops Group, where she was the lead academic for the influential High Street 2015 Inquiry.
Her research interests currently focus on using big data to forecast and manage place change,
place marketing and the reduction of litter. She has recently been appointed Visiting
Professor at the Institute for Regional Development, at the University of Tasmania.
Nikolaos-Foivos Kaloudis
Is Secretary of the Board of the Tourism Scientific Society of Corfu. Founded in 2008, as a
scientific society of graduates of tourism facilities / tertiary education tourism institutions, the
goals of the society are researching and monitoring tourism on Corfu, as well as further
developing the tourism sector on the island. His MSc in Tourism Marketing was undertaken
at the University of Surrey, where he concluded his studies with a dissertation focusing on
“DMOs (Destination Marketing Organizations) and Branding: A case study of Corfu Island
(in Greece)”. Mr Kaloudis is also the Regional Executive Officer of the Greek Tourism
Federation’s Regional Office of the Ionian Islands in Corfu.
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About our Sponsors
Corfu Beer
Corfu Beer is the first brewery to brew real ale in Greece. Situated in Arillas, in the North
west of Corfu, the microbrewery is an important part of the local community. Corfu Beer was
founded in 2006 by Spiros and Thanasis Kaloudis with the vision of creating a world class
real ale in Corfu. Since that date the brewery has gone from strength to strength. Brewing
with top class modern equipment the facility now brews 5 different beers and sells throughout
Greece. Corfu Beer uses only the finest of ingredients for their beers, ensuring a consistent
and full flavour. Corfu Beer is fresh, organic, and brewed with no preservatives.
Theotoky Estate
The 300 acre Theotoky Estate, famed for its fine wines, organic extra virgin olive oil, and
mouth-watering olives, is situated in the beautiful fertile Ropa Valley of Corfu. The Theotoky
family is one of the oldest families in Greece and the Estate has been in the Theotoky family
for generations. John Theotoky, father of the current owner, George Theotoky, served three
times as Minister of Agriculture and in 1950 (as his father had been before him) became
Prime Minister of Greece. Theotoky wine was specifically named as the preferred tipple of
James Bond (Roger Moore) in For Your Eyes Only (1981) made on location in Corfu.
Ambelonas Corfu
Ambelonas (Αμπελώνας) is the Greek word for ‘vineyard’. Ambelonas Corfu combines
history and culture with home-cooked food and local, fresh and seasonal products in a multipurpose establishment upon a hill with natural wild vegetation and panoramic views of
Central Corfu. All meals are prepared by traditional processes and are accompanied by
authentic wines made with Ambelonas’ grapes from the two traditional Corfiot varieties “Skopelitiko” for red and “Kakotrigis” for white - both produced by the traditional way and
aged in oak barrels. Ambelonas also houses a museum-like exhibition which showcases
traditional equipment and machinery from the pre-industrial age that were used to produce
olive oil and wine. An engaging video presentation unravels these old traditions and takes
you back to a time when everything was - and will always remain - natural in this little corner
of Corfu. Mrs. Vasiliki Karounou, Ambelonas’ owner and manager, has published a
cookbook with traditional local recipes that brings back the cooking secrets and flavors of
previous generations on the island and served at Ambelonas’ restaurant.
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Roula Rouva Real Estate & RR Luxury Travel
First established in 2003, Roula Rouva Real Estate is Corfu’s leading and largest agency. The
company has recently launched RR Luxury Travel, a full service luxury boutique travel
agency that can build custom tailored travel experiences.
The Governor Premium Extra Virgin Olive Oil
A very fine extra virgin early harvest and cold pressed olive oil from Corfu which has
unusually high polyphenols content, which are responsible for the healthy benefits of olive
oil. The Governor Premium Extra Virgin Olive Oil is produced by the Dafnis family, who for
three generations have been carefully tending the centuries-old ‘Lianolia’ olive trees in the
family olive groves located near Agios Mathios village.
Melissokomiki Kerkyras Vasilakis
Corfu Beekeping Vasilakis is a family business whose purpose is to produce fine honey
products and promote them to consumers in their natural state. At a time when beekeeping is
very difficult, perseverance, love, work respect for nature and knowledge of beekeeping from
the Vasilakis family offers an excellent range of bee products from Corfu, such as honey,
pollen, royal jelly and beeswax.
Mavromatis Distillery
The kumquat fruit, whose name means ‘golden fruit’ comes originally from Japan and China,
and was introduced into Corfu in 1860. The Mavromatis factory was founded just over 100
years later, in 1965, is entirely family-owned, and sepcialises in the production of kumquat
liqueurs and sweets. The factory now also produces Ouzo, brandy, and twenty various fruit
liqueurs.
Our Venues
We would also like to offer our special thanks to the Corfu Mare Boutique Hotel in Corfu
Town, and to Archontiko Restaurant in Chlomotiana, where we will hold our Gala Dinner,
for supporting the Symposium with their hospitality.
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CALL FOR PAPERS
Journal of Place Management and Development
Special Issue on “RESPONSIBLE TOURISM AND PLACE MAKING”
Deadline 30th June 2016
This forthcoming Special Issue will have a particular focus on papers presented at the 1st, 2nd
and 3rd Corfu Symposium on Managing and Marketing Places that are relevant to topics on
Responsible Tourism and Place Making.
The Institute of Place Management considers that ‘Responsible Tourism starts from the
assumption that the place, and its natural and cultural heritage, has value for local people and
the visitors. The aspiration is for forms of tourism which can best be characterised by the
language of host and guest, where the relationships between locals and tourists, between
visitors and visited, embody respect, accountably, transparently and responsibility’, thus,
while ‘tourists and day visitors are important stakeholders in the places they visit … their
interests, and that of the tourism industry, need to be addressed in a balanced way with those
of the residents whose place it is’.
The International Centre for Responsible Tourism, with reference to the Cape Town
Declaration accepts, however, ‘that responsible and sustainable tourism will be achieved in
different ways in different places’. Within this Special Issue issues of sustainability and
responsibility will be considered.
A recent literature review concerning sustainable tourism identified Impacts of land use
change; Environmental Indicators into regional economies and poverty; and Individual
Responses into cultural contexts, values, behaviours, and responsibility as being of not only
the highest priority for future research, and practitioner interest, but also areas where research
progress to date has been low (Buckley, 2012).
Sustainable development and place making can be seen to encompass a range of aspects of
place management, marketing and branding, including increasing tourist numbers to improve
the economics of a destination, attracting appropriate inward investment while also
attempting to preserve a destination’s traditional industries, and enhancing the quality of life
of all the place’s stakeholders (Maheshwari, Vandewalle and Bamber, 2011). Thus, topics
that can fall under this broad perspective of what can contribute to sustainable and
responsible tourism will include the preservation of all aspects of a place’s cultural heritage;
gaining favourable media attention about the place; appropriate place governance; and
consistent efforts towards infrastructure regeneration and improvement.
The theme of the 1st Symposium held in 2014, “Responses to the decline in Mass Tourism Engaging Stakeholders and Effecting Positive Change”, reflected the global decline in mass
tourism as travellers, who are increasingly choosing to travel independently, or with smaller
tour operators, seek more ‘authenticity’ in their vacation experiences, with Responsible
Tourism issues focusing on initiatives that move away from the current mass tourism model,
in particular, challenging the continued growth of All-Inclusive tourism.
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Focusing on the theme of “Connecting People and Places”, the 2015 2nd Symposium
recognised that each destination ‘needs to focus on … differentiation … define its own niche
markets and serve them accordingly … to establish their position in the global tourism
market’ (Sotiriadis and Varvaressos, 2015) and most importantly, achieve this in a way that
means this position becomes sustainable and does not cause any further societal or
environmental degradation.
This year’s 3rd Symposium “Thinking and Re-thinking about Places” reflects current
developments in both the theory and practice of place management and marketing with places
and spaces being contested, formed and re-formed.
Thus, many of the papers presented at each of these three events would be suitable for
submission to this forthcoming Special Issue. I look forward to receiving your submissions.
Dr Heather Skinner
Guest Editor
References
Buckley, R. (2012), ‘Sustainable Tourism: Research and Reality’, Annals of Tourism
Research, 39(2), pp.528-546.
Maheshwari, V., Vandewalle, I. and Bamber, D. (2011), ‘Place branding’s role in sustainable
development, Journal of Place Management and Development, 4(2) pp.198-213.
Sotiriadis, M.D. and Varvaressos, S. (2015) ‘A Strategic Analysis of the Greek Leisure
Tourism: Competitive Position, Issues and Challenges’ Mediterranean Journal of Social
Sciences 6(1), pp.320-332
Submission guidelines
In order that we may publish a broad selection of the papers from the 1st, 2nd and 3rd Corfu
Symposium on Managing and Marketing Places, submitted articles should be no more than
4000 words in length. This includes all text including references and appendices.
Full papers must be received no later than June 30, 2016.
The Special Issue is planned to be published in Issue 2 of 2017.
Submissions to Journal of Place Management and Development are made using ScholarOne
Manuscripts, the online submission and peer review system. Registration and access is
available at http://mc.manuscriptcentral.com/jpmd. Full information and guidance on using
ScholarOne Manuscripts is available at the Emerald ScholarOne Manuscripts Support Centre:
http://msc.emeraldinsight.com.
The submissions will be blind-reviewed by at least two reviewers.
Please make all inquiries to the guest editor
Dr Heather Skinner heatherskinnercorfu@gmail.com
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Symposium Programme - Overview
Monday 18th April
10:00 – 12:00
Introduction to the Symposium (in Greek for local businesses)
Conference room, Corfu Mare Boutique Hotel
11:00
Registration - Foyer, Corfu Mare Boutique Hotel
13:00
Buffet lunch - Corfu Mare Boutique Hotel
14:00 – 15:00
Welcome and Opening Address
15:00 – 16:00
Keynote address by Nikolaos-Foivos Kaloudis
16:00 – 16:30
Coffee
16:30 – 18:00
Session 1:
Island Tourism Issues
19:00
Dinner - Corfu Mare Boutique Hotel
Tuesday 19th April
10:00 – 11:30
Session 2:
Re-thinking & Re-conceptualising Place, Sense & Meaning
11:30 – 12:00
Coffee
12:00 – 13:00
Session 3:
Practitioner Session: Place Making Initiatives in Practice
13:00 – 14:30
14:30 – 15:30
Session 4:
16:00 – 17:30
Session 5:
Place Strategies
18:30
Depart hotel for evening visit and dinner at Ambelonas
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Wednesday 20th April
09:30 – 11:00
Session 6:
Place and Heritage
11:00 – 11:30
Coffee
11:30 – 13:00
Session 7:
Special Session: Writing for Publication; and Introduction to
the Institute of Place Management
13:00 – 14:30
14:30
Coach departs for visit to Ropa Valley - Mavromatis
Distillery and Theotoky Estate
19:00
Visit to the Town Hall to meet the Mayor of Corfu
Trip to Corfu Town UNESCO World Heritage Centre.
Thursday 21st April
09:30 – 11:00
Keynote address by Professor Cathy Parker
11:00 – 11:30
Coffee
11:30 – 13:00
Session 8:
Place, Image and Identity
13:00 – 14:00
Buffet lunch
14:00 – 15:30
Session 9:
15:30 – 16:00
Coffee
16:00 – 17:30
Round Table discussion and closing remarks
19:00
Coach departs for Symposium Dinner at
Archontiko Restaurant
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Day 1 – Monday 18th April
11:00
Registration open
13:00
Lunch
14:00
Welcome and opening address
Vasileios Kavvadias
Vice Mayor (tourism)
Corfu Municipality
Dr Heather Skinner
Symposium Chair
15:00 – 16:00
Keynote address by Nikolaos-Foivos Kaloudis
Secretary of the Board: Tourism Scientific Society of Corfu
Local & National Research Initiatives: Alternative Tourism
16:00 – 16:30
Coffee
16:30 – 18:00
Session 1: Facilitator – Pepé Soomers
Cruise Tourism: Current situation and development prospects of the sector on the
island of Kefalonia
Evangelia. D. Parisi University of the Aegean, Greece.
World Tourism Day 2015 – Corfu Discussions
Heather Skinner Institute of Place Management
Winner of the prize for Best Paper – presented by a Doctoral Student
(Re)thinking Tourism Discourse and Place: Beautific and Horrific Fantasies of
Tourism Development in Faliraki, Rhodes
Aggelos Panayiotopoulos University of Limerick, Ireland
Maurice Patterson University of Limerick, Ireland
Peter Burns University of Bedfordshire, UK
19:00
Dinner
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Day 2 – Tuesday 19th April
10:00 – 11:30
Session 2: Facilitator – Dr Heather Skinner
Re-thinking and re-conceptualising place, sense and meaning
(Re)thinking Place, Meaning and Narrative
Maria Lichrou University of Limerick, Ireland
Killian O’Leary Kemmy Business School, University of Limerick, Ireland
Maurice Patterson Kemmy Business School, University of Limerick, Ireland
Lisa O’Malley Kemmy Business School, University of Limerick, Ireland
Sculpturing authentic city brands through stakeholder narratives: a sensemaking,
sensefiltering, and sensegiving process
Laura Reynolds Cardiff University, UK
Nicole Koenig-Lewis Cardiff University, UK
11:30 – 12:00
Coffee
12:00 – 13:00
Events, Festivals and Place Making
Alex Christou Green Corfu, Greece
Olive Oil production and Place Making in Corfu
Spyros Dafnis The Governor, Corfu, Greece
13:00 – 14:30
Lunch
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14:30 – 15:30
Winner of the prize for Best Paper – presented by a Practitioner
Re-Thinking Neglected Public Space
Michael M. Edwards Chicago Loop Alliance, USA
Autonomy, Mastery, and Purpose: Place Making through Skills Development
Stu Rolls RWA Group, UK
16:00 – 17:30
Place Strategies
Place marketing & place branding: A (tentatively exhaustive) literature review, “best
practices” and some insights for practitioners
Renaud Vuignier University of Lausanne, Switzerland
City Ambassadorship and Citizenship Behaviours: Modelling Resident Behaviours
that help Cities Grow
Viriya Taecharungroj Mahidol University International College, Thailand
Regional competitiveness, positioning and the link with investment attraction. The
case of Newcastle-Gateshead, UK.
Iwona Maria Soroka Newcastle University Business School, UK
Eleftherios Alamanos Newcastle University Business School, UK
18:30
Coach departs from the Symposium Hotel for our visit to
Ambelonas.
The visit will include a welcome drinks reception at
Ambelonas Vineyard, a starter tasting menu of local Corfiot
speciality food and drinks, chance to get to know more about
Ambelonas Corfu by visiting the museum-like exhibition of
traditional equipment and machinery, followed by a short
video-presentation introducing traditional olive oil and wine
making processes. This will be followed by a further twocourse dinner with wine at Ambelonas showcasing some of
the very best in Corfiot cuisine and ingredients.
22:00
Coach departs Ambelonas to return to the Symposium Hotel.
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Day 3 – Wednesday 20th April
10:00 – 11:00
Place and heritage
Thinking and Re-thinking about Places: Dark Heritage Sites
Audrey Gilmore Ulster University, N. Ireland
Roxana Magee Ulster University, N. Ireland
Andrea Reid Ulster University, N. Ireland
Lisa Harkness Ulster University, N. Ireland
Conceptualising the Value of Mixed Reality for Enhancing Visitor Experience at
Heritage Places
Timothy Jung Manchester Metropolitan University, UK
Mandy Claudia tom Dieck Manchester Metropolitan University, UK
11:00 – 11:30
Coffee
11:30 – 13:00
Session 7: Facilitator – Professor Cathy Parker
Special Session - Writing for Publication: linking academics
and practitioners: Introduction to the Institute of Place
Management, and the Journal of Place Management and
Development
13:00 – 14:30
Lunch
14:30 – 17:30
Coach departs from the Symposium Hotel for our visit to the
Ropa Valley where we will visit Mavromatis Distillery and
the Theotoky Estate.
17:30
Coach departs Theotoky Estate for our return to the Symposium
Hotel.
19:00
Trip to Corfu Town - Delegates may take up the opportunity of
joining us in Corfu town where we will take an evening guided
walk around this historic UNESCO World Heritage Centre
(dinner is not included but there are plenty of cafes, tavernas and
restaurants in the town).
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Day 4 – Thursday 21st April
09:30 – 11:00
Keynote address by Professor Cathy Parker
Professor of Marketing and Retail Enterprise
Manchester Metropolitan University, UK
Back to Basics in Place Marketing
11:00 – 11:30
Coffee
11:30 – 13:00
Winner of the prize for Best Paper
Dreamed a dream by the old canal: a narrative on recreational space
Julia Fallon Cardiff Metropolitan University, UK
Nicola Williams-Burnett Cardiff Metropolitan University, UK
‘Cardiff means one thing, Wales means a lot’: International business tourists’
perceptions of national and capital city brands
Heather Skinner Institute of Place Management
Hosting Events as a Tool for Re-Branding and Restoring Destination Image
Eli Avraham University of Haifa, Israel
13:00 – 14:00
Lunch
14:00 – 15:30
Christian Destination Images of the Holy Land: A Reflection of Ideology and
Theology in Travel Itineraries of Pilgrimage Groups
Amos S. Ron Ashkelon Academic College, Israel
Brand-Driven Identity Development and Design Of Places
Guenther Botschen University of Innsbruck
Josef Bernhart Institut für Public Management , Europäische Akademie Bozen
(EURAC)
Kurt Promberger University of Innsbruck
Consumption, place and semiotics: Around the world in fridge magnets
Dominic Medway Manchester University
Cathy Parker Manchester Metropolitan University
Sebastian Zenker Copenhagen Business School, Denmark
15:30 – 16:00
Coffee
16:00 – 17:30
Round Table discussion and closing remarks
19:00
Coach departs for our Symposium Dinner at
Archontiko Restaurant
23:30
Coach departs Archontiko to return to the Symposium Hotel.
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Session 1
20
Cruise Tourism: Current situation and development prospects of the sector
on the island of Kefalonia
Dr. Evangelia. D. Parisi,
University of the Aegean, Chios, Greece
email: parisieuagelia@hotmail.com
The term “cruise tourism” refers to the option of an appropriately adopted ship which can be
used for accommodation and entertainment as well as a means of transport according to a
predetermined schedule by the individual tourist who agrees to be included in a common
environment together with a group of people who join the common schedule of the sea tour
for recreation. Despite the shortages in infrastructure and any conditions concerning the
services provided to visitors, Greek islands and coastal areas are considered to be attractive
destinations and tourist industries show great interest in Greek parts.
The survey in question has been carried out so as to show the current situation of cruise
tourism on the island of Kefallonia and reflects the views and satisfaction rate of the visitors
to the island, looking into the future development prospects of cruise tourism in the area. The
island in question was the main field of the survey as it is an up and coming cruise destination
in Greece. Kefallonia belongs to the Ionian Island complex and is surrounded by the
Mediterranean Sea. The port of Argostoli, the capital of the island, with the reconstructed
dock area (Bastouni) is a developing port that has received a great number of cruisers in the
past few years (2010-2015).
The survey started in the second fortnight of July 2015 and took five months to be completed,
in the middle of November of the same year, when cruisers stopped reaching the island. The
arrival of cruisers started in April of the same year. The evidence was collected by means of a
questionnaire which was compiled for the survey in question. The people asked were people
of various nationalities who reached the port of Argostoli on cruisers.
Afterwards, when the survey was completed the evidence analyzed with the statistical
analysis programme IBM SPSS. Convenience Sampling was carried out. The Likert scale
was used in order to estimate the satisfaction.
21
304 questionnaires were gathered. The overall impression they had of the services at the port
as a reception area and the town of Argostoli was between 90-95%, which is very positive
rate of the places they visited (restaurants, souvenirs & commercial shops). However a
percentage of their (4%) expressed their diss-satisfaction for port services, also for
archaeological sites (9%) – museums, sights and tours (2, 56%). The above percentages are
due to the fact that there were no many places of archaeological/historical interest, according
to their comments. 57, 67% of the participants in the survey did not take a package holiday,
which means that they were not able to explore the area around the town. Those who
explored it (42,33%), expressed their satisfaction of the natural beauty of the island, the tour
and the residents with a rate of more than 97 %, marking a significant dissatisfaction rate of
3.64 % , for bus services (technical operational problems) as well as for taxi-transportations
because of the cost . Almost all visitors (9 out of 10) made a purchase, cheap or expensive
one, during their stay in Argostoli, including local products, souvenirs, clothes or footwear
spending the 75,50% up to 50 Euros per capita. Fewer people (14, 06%) spent 50-100 Euros.
This indicates a satisfactory capacity to consume given that each cruise ship has high
occupancy. Although the 43% state that they wish to return either on a package holidays (11,
39%), or individually (54, 43%), or in a cruiser (29, 11%), a large percentage of 57% express
their doubts, or objections (32% and 25% respectively). This is a point that deserves special
attention from experts of the field in order to increase the percentage of desire to repeat the
visit. They are mostly attracted by the natural beauties of the island, the tours, the sights, the
museums and the archaeological sites, followed by eating and shopping. Moreover, the 37,
75% prefer accommodation in Bed & Breakfast and the 25, 98% for rental apartments and
four star hotels.
They were adequately satisfied of the flow of information, the cruise schedule, local
restaurants and excursions in rates more than 95%. A substantial rate of dissatisfaction of
shopping, sightseeing (5, 20%) was noted. Namely, they may have expected more variety,
either because of the cost.
The rate of satisfaction expressed is very encouraging for local authorities who should pay
attention to cruise tourism. However, all the local authorities involved should try to improve
the quality of services, upgrade the infrastructure and the ships and introduce new innovative
services end practices if they want to reap the benefits. Investment in fort infrastructure
22
should focus on their versatile utilization for navigation cruises, shipment as well as hosting
mega yachts.
Finally, scheduling arrivals of the cruises should be taken care of as well as combining them
with overland transport, opening hours of shops and sights.
Security practices should also be improved and in some cases interventions in fort
infrastructure (fencing, scanners etc) are essential.
Furthermore, the improvement of
infrastructure of the island with a priority of the city of Argostoli with added elements to
highlight the local character of the island, along with offering attractive family package
holidays will enrich the offered tourist product.
In conclusion, cruise tourism appears to be an opportunity for development during recession
periods and in general as well. While the country is going through recession, the cruise sector
is a field of sound economic development and it can critically contribute to recovery of the
country’s economy.
References
Ashcroft C., Overview of the global cruise industry .In the European Cruise Council Review
Book on Line 2006 Dec. 15 (cited 2006 Dec. 22) http:/www.europeancruisecouncil.com.
Diacomichalis M., (2009), “Greek Maritime Tourism: Evolution, Structures and
Prospects”, Research in « Transportation Economics » 21, p. 419-455.
Diacomichalis M., (2011), “Greek Mar Maritime Tourism: Evolution, Structures and
Prospects”, Research in «Transportation Economics», 21
European Cruise Council, 2011. Statistics 2010.
European Cruise Council, 2012. 2011/2012 Report making a real social and economic
contribution to Europe’s economy.
European Cruise Council, 2011. The cruise industry A leader in Europe’s economic recovery.
European Cruise Council, 2012. The cruise industry contribution of cruise tourism to the
economies of Europe.
23
Lekakou B. Maria , Pallis A. Athanasios and Vaggelas K. George (2009), “Is this a
home-port? an analysis of the cruise industry’s selection criteria” / for the Congress (IAME)
Ι 2009, International Association of Maritime Economists (IAME) 2009 Conference,
Denmark, Copenhagen, June 2009.
Miller M.L. Auyong J. 1991:80-99,”Coastal zone tourism: a potent force affecting
Environment and society” ,Marine policy ,15 (2) .
Wild P., Dearing J. ,(2000) , “Development and prospects of cruising in Europe: ,
Maritime Policy and Management 2000, 27/4 : 213-315.
Zacharatos, G., Tsartas P., (2008), C’, Tourist Sector, Edition for Open University
http://www.travelchat.gr/forum/index.php/topic,1186.0/wap2.html,travelreport-int.gr
http://www.gnto.gr
24
World Tourism Day 2015: Corfu Discussions
Dr Heather Skinner
Institute of Place Management
heatherskinnercorfu@gmail.com
World Tourism Day
The UNWTOs World Tourism Day (WTD) focuses on a different theme each year.
‘Celebrated each year on 27 September, the purpose of World Tourism Day is to foster
awareness among the international community of the importance of tourism and its social,
cultural, political and economic value’ (UNWTO WTD website). Yet, while much research
has been published on themes that have been covered by World Tourism Day over its 36 year
history, the extant literature is limited in the attention that has been paid to the day itself.
World Tourism Day has its own dedicated pages on the UNWTO website
(http://wtd.unwto.org/en) outlining that the 2015 focus (the 36th World Tourism Day) was
‘1billion tourists – 1billion opportunities’ with accompanying hashtags to use when
discussing the day’s events on social media #1billiontourists #WTD2015. These webpages
also
offered
those
participating
in
WTD
access
to
a
communication
kit
(http://wtd.unwto.org/content/communication-kit) linking to adverts, banners, videos, images,
and the ‘official messages’ from UN Secretary-General Ban Ki-moon; UNWTO SecretaryGeneral Taleb Rifai; and Minister of Culture and Tourism of Burkina Faso Mr. Jean-Claude
Dioma, that each focused on stressing the transformative role of tourism for the good. There
was also an events map, where approved events that had been submitted to the UNWTO
could be identified and promoted.
Recognising that ‘for Greece, tourism is a key element of the economic activity in the country
and one of the country’s most important sectors … 2015 is expected to be a record-breaking
year … with the total number of international arrivals hitting 26 million and revenue reaching
15.5 billion euros by the end of the season’, Greek Travel Pages (2015) also reported some of
the messages provided by leading figures in Greek tourism, such as Greek Alternate Tourism
Minister Elena Kountoura, whose statement included recognition of the need for the Greek
tourism product to be upgraded; Greek Tourism Confederation (SETE) president Andreas
25
Andreadis, who recognized that Greece also needs to ‘address the challenges that the country
faces, such as combating tax evasion, instead of over-taxing legitimate businesses, improving
the investment environment and supporting healthy entrepreneurship’; Yiannis Retsos, the
president of the Hellenic Federation of Hoteliers, stressing the need for this to be done in cooperation between the private sector and the state; and Konstantinos Brentanos the president
of the Confederation of Greek Enterprises for Rented Villas & Apartments (SEEDDE) also
highlighting the role of small businesses in providing much of the country’s tourist
accommodation.
Method
The Corfu Discussions were promoted via social media, and were also added to the official
UNWTO map of events taking place for World Tourism Day. A simple message inviting
people to get involved in the discussion was posted in various Corfu-related Facebook groups
and pages. In addition a public Facebook ‘event’ was set up “World Tourism Day – Corfu
Discussions” noting that people who were interested in joining the debate, and who could not
attend either of the two planned face-to-face discussion meetings could contribute by posting
comments online there on the event page. The face-to-face discussions were held on 27th
September in bars in two tourist resorts in the south of the island, Messonghi and St George
South. Based on the WTD theme, discussions were guided around the following question:
What positive contributions can tourism make to Corfu? (With participants reminded
that this could be thought about in terms of social, cultural and economic
contributions, and about the way tourism can help drive positive and sustainable
change to the island.)
Results
In total, 20 people contributed to the discussions, raising the following issues that were
perceived to be specifically relevant to sustaining tourism development in Corfu:
Visitor types and the tourist season - While historically seen as a typical ‘sun, sea and sand’
holiday destination, it is recognised that the island already attracts different types of tourists
at different times of the year, and that these varying groups have a different impact on the
island. There has been a historic reliance upon tour operators (TOs), and it was also generally
held that the island’s future rested in attracting independent travellers, but that in order to ‘get
26
the right type of tourist’, ‘resorts need to brand themselves and need to promote a clear
identity’. Through the use of the internet ‘accommodation owners can now take control –
owners can now do DIY promotions’, ‘maybe each resort having a website … which sets out
accommodation, bars, tavernas individual links to websites under one umbrella’.
‘Get the airport sorted out – lower the landing fees, lower priced flights, raise more income
through a better selection of shops, make Corfu an all-year round destination, including for
tourists who want to come for walking, cycling, history’.
‘Corfu must be open for business from when the 1st direct flights arrive until the last one
leaves’.
Moving away from All-Inclusive offerings - ‘All-Inclusive is problematic’, ‘Corfu is
affordable for families, a safe place to come on holiday, no need for AI’.
Upgrading accommodation - ‘Corfu had a shabby reputation and it has so many more
upmarket accommodation now that it deserves to be promoted properly. And the ones that
haven’t updated their accommodation need to look seriously at better decoration and
bathrooms etc’
Abiding by legislation - ‘Why aren't there separate areas especially in restaurants, where us
non smokers can enjoy the wonderful Greek food without it being ruined by foul smelling
cigarette smoke’. ‘Taxis must always be on the meter, 1st and last impressions count most, so
we must not let tourists get ripped off in their rides to and from the airport’, ‘Pay attention to
laws / licensing / drunk drivers’, ‘Cutting corners – bomba; taxes; receipts’, ‘Incompetence vs
corruption? (backhanders, power, control)’.
Innovations – ‘Water taxis around the island’; ‘Flag down hop on/off minibus system running
coast to coast linking in with mid spine green bus service’.
Tourist experience - The island ‘needs to do more to retain repeat business’. The issue of
litter was also raised – in 2015, due to the economic crisis, certain public service providers
went on strike due to not being paid, this included the island’s refuse collectors, and during
27
the height of the summer season there was a real issue with overflowing bins. There is also a
problem of casual littering and Cliffside dumping.
Conclusion
In conclusion, it seems that what positive contributions tourism can make to Corfu will centre
around what the island wants to be known for. Acknowledging, although not completely
relying on, the UK’s history as a key source market for tourists to visit Corfu, but capitalising
on the island’s links with famous families for example, the Durrells, there will be a new
television series aired in the UK in the spring, and the island needs to leverage promotion
from that. Corfu also has quite a cultural mix, not only Greeks and people from the UK, but
also other international ex-pats whose friends and family may also come to Corfu to visit, and
thus perhaps more of a distinction needs to be made between these different visitor types in
order to best serve them all in a way that is sustainable and that brings in repeat business.
However, any new initiatives will only be effective if the tourism provider community comes
together and works together in a spirit of communication and co-operation, making plans
during the winter to enact during the summer months. Historically, in Corfu, this has not been
easy to achieve.
References
Greek Travel Pages (2015) ‘Greece Marks World Tourism Day 2015’ [Internet]
http://news.gtp.gr/2015/09/27/greece-marks-world-tourism-day2015/?utm_source=GTP+headlines+list&utm_campaign=7abe171571RSS_EMAIL_CAMPAIGN&utm_medium=email&utm_term=0_742e571d31-7abe17157164839457 [Accessed 28th September 2015].
The International Centre for Responsible Tourism (2013) ‘Building your Reputation and
Making a Difference: Taking Part in World Responsible Tourism Day 2013’ [Internet
http://www.icrtourism.com.au/building-your-reputation-and-making-a-difference-taking-partin-world-responsible-tourism-day-2013 [Accessed 27th January 2016]
Tourism and the SDGs, UNWTO [Internet] http://icr.unwto.org/content/tourism-and-sdgs
[Accessed 27th January 2016]
28
(Re)thinking Tourism Discourse and Place: Beautific and Horrific
Fantasies of Tourism Development in Faliraki, Rhodes
Aggelos Panayiotopoulos*
University of Limerick, Department of Management and Marketing
Maurice Patterson
University of Limerick, Department of Management and Marketing
Professor Peter Burns
University of Bedfordshire, Institute for Tourism Research
*Corresponding author email: aggelos.panayiotopoulos@ul.ie
Tourism has long been regarded as a panacea for place development, benefiting national
economies and local communities. However, sceptical scholars (e.g. Turner and Ash 1975; de
Kadt 1979; Smith 1978) since the early days of tourism theory have expressed concerns over
tourism’s negative impacts on places and communities (Belk and Costa 1995). This work
highlights that negative social and environmental impacts (e.g. cultural imperialism, the
commoditisation of culture, and environmental degradation) of inadequately planned tourism
development counterbalance the positive economic benefits. Despite the considerable body of
literature on the negative impacts of tourism, critics tend to focus on normative managerial
solutions, without investigating the underlying socio/political and ideological dimensions of
the problem. We turn to Political Discourse Theory (PDT), in order to examine these critical
dimensions of tourism development and the way it shapes place. In so doing, we focus on the
case of Faliraki, Rhodes in Greece, which, through its long and troubled tourism history,
offers a rich context for the analysis of tourism development.
Drawing on Glynos and Howarth’s (2010) concept of logics of critical explanation, we
rethink tourism development and its impact on place. Three types of logics are identified for
analysis: social, political and fantasmatic. Social logics characterise social practices,
including the practices of consumption and exchange in a particular social domain (Glynos
and Howarth, 2010). Political logics involve instituting, contesting and defending social
practices (Glynos and Howarth, 2010). Finally, Fantasmatic logics are used in order ‘to locate
29
and unpick the ideological dimension of social relations, where the concept of ideology is
understood as the logic of concealing the contingency of social relations and naturalizing the
relations of domination in discourses or meaningful practices’ (Howarth, 2010: 316). In this
sense it unpicks the relationship between social logics and fantasy in order to examine ‘why
specific practices and regimes ‘grip’ subjects’ (original emphasis; Glynos and Howarth,
2007: 145).
Fantasmatic logics consist of two dimensions: beautific and horrific. Guided by fantasmatic
logics our analysis unravels the ideological layer of tourism development in Faliraki,
reflected in discourses of tourism as progress. This is combined with Giesler’s (2008, 2012)
intertemporal analysis framework to situate these discourses spatially and temporally. This
involves a spatial analysis of Faliraki, which looks at the different unofficial zones that have
emerged; and a temporal analysis, which looks at how Faliraki came to be developed this way
throughout the years. In so doing, we first identify the different phases of tourism
development in the area. Then, we look into the conflicts/contradictions, continuities and
discontinuities of those phases vis-à-vis each other, within the socio-political contexts in
which they took place. This allows us to rethink the development phases in context and
examine how local tourism development discourses are part of the broader dominant and
potentially counter-hegemonic discourses.
A key theme of our analysis is the significance of progress as fantasmatic logic and how
discourse on progress has evolved throughout the modern history of the place. The role of
cultural institutions, such as the church, is paramount in shaping the discourse of progress in
relation to Greek identity; initially it helped distinguish it from its rulers and later from its
visitors. This involves the shaping and shifting of the meaning of progress from the Ottoman
and Italian occupations of the island to its liberation, and up to date. A largely starving
population, living on uncultivated land (Logothetis, 2004), was more likely to accept
prospects of the improvement of material conditions, accompanied with freedoms and
privileges in political administration and culture, as a positive process. This is reflected in
Shanin’s assertion that ‘all societies are advancing naturally and consistently ‘up’, on a route
from poverty, barbarism, despotism and ignorance to riches, civilization, democracy and
rationality’ (1997: 65). Thus, terms such as progress, growth, and development have entered
the every day vocabulary of the local community and are rarely challenged. Furthermore, for
30
locals, tourism represents progress. As a result, tourism development is rarely discussed
critically. What is discussed is the type of tourism development that is seen to bring further
progress. Discourses revolve around notions of mass, sustainable, eco-, alternative, quality
etc. tourism. However, from a fantasmatic point of view, the idea of progress represents a
challenge, as these notions of development represent conflicting fantasies.
To conclude, the analysis of the beautific and horrific dimensions of the fantasmatic logics of
tourism, offers an alternative reading, which allows us to rethink tourism places as discursive
spaces of ideological tension and conflict.
Reference List
Belk, R. W. and Costa, J. A. (1995) “International Tourism: An Assessment and Overview”.
Journal of Macromarketing, Fall 1995, pp. 33-49.
De Kadt, E. (1982) Tourism: Passport to Development? Oxford: Oxford University Press.
Giesler, M. (2008) Conflict and Compromise: Drama in Marketplace Evolution. Journal of
Consumer Research, 34, 6 (April 2008) pp. 739-753
Giesler, M. (2012) How Doppelgänger Brand Images Influence the Market Creation Process:
Longitudinal Insights from the Rise of Botox Cosmetic. Journal of Marketing, 76 (November
2012), pp. 55-68.
Glynos, J. and Howarth, D. (2007) Logics of Critical Explanation in Social and Political
Theory, NY: Routledge.
Howarth, D. “Power, Discourse, and Policy: Articulationg a Hegemony Approach to Critical
Policy Studies”. Critical Policy Studies, 3:3-4, 309-335.
Logothetis, M. (2004) Dodecanese: A Polymorphic Model of Sustainable Tourism
Development.
Shanin, T. (1997) The Idea of Progress. In Rahnema, M. and Bawtree, V. (Eds) The PostDevelopment Reader. London: Zed Books, pp. 65-72.
Smith, Valene L. (1978) (ed) Hosts and Guests: The Anthropology of Tourism, Oxford:
Blackwell.
Turner, L. and Ash, J. (1975) The Golden Hordes: International Tourism and the Pleasure
Periphery, London: Constable.
31
Session 2
Re-thinking and re-conceptualising
place, sense and meaning
32
(Re)thinking Place, Meaning and Narrative
Dr Maria Lichrou*, Killian O’Leary, Maurice Patterson, and Dr Lisa O’Malley
Department of Management and Marketing, Kemmy Business School,
University of Limerick, Ireland
* Corresponding author email: maria.lichrou@ul.ie
Introduction
As the interest in place management and marketing intensifies, a considerable body of work
has emerged that focuses on transfering marketing management models and concepts to the
domain of place so that public planners can use these models in the marketing of locales,
cities, regions and nations. Examples of this include non-profit, social, and image marketing
(e.g. Ashworth and Voogd 1990), services marketing (e.g. Warnaby and Davies 1997) and
more recently corporate branding (e.g. Kavaratzis 2009), and service dominant logic
(Warnaby 2009). However, an analysis of the experience of place is less developed within
place marketing and management, and especially the ways in which people engage with
places in meaningful ways. In rethinking place, we turn to Consumer Culture Theory (CCT),
in order to reveal insights into the ways consumers experience and engage with a variety of
places. We then turn to narrative as a method to research place experiences in a meaningful
way. Building on Clandinin and Connelly’s (2000) three dimensional narrative inquiry
space, we look at how place narratives can bring together the temporal, interactive, and
spatial dimensions of place.
Core Elements of Place: Material form, location and sense of place
Places are not simply geographic locations with objective physical attributes, but have
generally come to be understood in terms of three core elements: material form, location, and
sense of place (Agnew 1987; Van Patten and Williams 2008). Sense of place, bounded by the
material form and location of that place (Stedman 2003), is composed both of emotional
reactions to a place and interpretations of that place. That is, sense of place incorporates both
place attachment and place meanings. Gunderson and Watson (2007) suggest that emotional
attachments to a place help forge strong feelings about the place and, as a consequence,
heightened concerns about its management. From this perspective places become ‘fluid,
33
changeable, dynamic contexts of social interaction and memory’ (Stokowski 2002: 369)
where multi-layered and multipurpose meanings play a crucial role (Davenport and Anderson
2005). Understanding place meanings helps to better conceptualise and understand the nature
of places (Young 1999) and to identify how, in the context of planning, management and
marketing, particular attitudes and behaviours emerge (Davenport and Anderson 2005). Place
is thus “as much a symbolic order of meaning as a form of material production” (Meethan
2001: 168).
Place in CCT
Belk et al.'s (1988) naturalistic inquiry into the behaviours of participants at swap meets
paved the way for CCT scholars to explore the ways in which consumers engage with
varying places; “researchers investigate how consumers consume across a gamut of social
spaces” (Arnould & Thompson 2005: 875). These include servicescapes and retail
environments (e.g. Penaloza 1998, Kozinets et al 2004, Maclaran and Brown 2005); virtual
spaces (e.g. Kozinets 1997), public areas (Arnould and Price 1993, Chronis 2008,
Chatzidakis et al. 2012) and private places (e.g. Money 2007, Coupland 2005, Lastovicka and
Fernandez 2005, Hirschmann et al. 2012). Our analysis of this literature reveals three themes
that allow us to (re)think place and place marketing:
a) How does material form influence consumption, and consumption influence material
form? This includes the transformation of places through the process of
commodification (eg. theming, and spectacularisation).
b) What do we know about the location of places in time and space? This involves how
particular places become culturally significant, due to historical, political and cultural
circumstances.
c) How do consumers develop affective ties to places and what meanings are at play?
This includes the sacred, hedonic, and social meanings of places.
Exploring Place Meanings through Narrative Inquiry
Narrative is an important means through which people engage with places and therefore
through which places are socially constructed (Lichrou et al. 2008; Lichrou et al. 2014).
Place meanings are constructed through direct and indirect experience of places (Gunderson
and Watson 2007), interactions with others (Kyle and Chick 2007), and through the plethora
of narratives (generated by marketers, tourists and locals) that circulate about the place.
34
Narration is thus an important tool in the creation of tourist attractions; tourist destinations
receive visitors ‘through the narrative morsels it plants itself or that are put in circulation by
others’ (Bendix 2002: 476). Marketer-generated narratives (in advertising, brochures etc.)
offer powerful spatialising discourses that help to create ‘imaginary geographies’ (Hopkins
1998; Young 1999), effectively working to theme, designate, re-vision and re-image places
(Hughes 1998) and blur the boundaries between reality and perception (Larsen and George
2006). For their part, tourist narratives abound as tourists draw on their experience of place
and pre-existing narratives to co-construct new stories (Chronis 2005) to be later woven into
their own autobiographical tales (Rickly-Boyd 2009).
Narrative Inquiry is an approach to accessing experiences – and thus is largely
phenomenological. Furthermore, narrative inquiry allows researchers to think three
dimensions that can be particularly useful in thinking and rethinking place. Clandinin and
Connelly introduced “a metaphor of a three-dimensional space in which the narrative
inquirers would find themselves” (2000: 54). The three dimensions they identified are
interaction, which involves the personal and the social (looking inward and outward),
continuity, which involves past, present and future (looking backward and forward) and
situation, which involves the notion of place or sequence of places in which the studies occur.
A study can accordingly be defined according to these three dimensions, which for Clandinin
and Connelly are directions or avenues to be pursued in narrative inquiry:
Using this set of terms, any particular inquiry is defined by this three-dimensional
space: studies have temporal dimensions and address temporal matters; they focus
on the personal and the social in a balance appropriate to the inquiry; and they
occur in specific places or sequences of places (2000: 50).
These dimensions have important implications for place: interaction allows us to examine the
relationship between research subjects in communities, families etc, and between research
subjects and researchers; continuity allows us to examine how past and present are connected
in stories; and situation allows us to examine the intertwining of who we are with where we
are from.
35
References
Agnew, J. (1987). Place and politics. The Geographical Mediation of State and Society.
Boston, 3.
Arnould, E. J., & Price, L. L. (1993). River magic: Extraordinary experience and the
extended service encounter. Journal of consumer Research, 24-45.
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of
research. Journal of consumer research, 31(4), 868-882.
Ashworth, G. J., & Voogd, H. (1990). Selling the city: marketing approaches in public sector
urban planning. Belhaven Press.
Belk, R. W., Sherry Jr, J. F., & Wallendorf, M. (1988). A naturalistic inquiry into buyer and
seller behavior at a swap meet. Journal of Consumer Research, 449-470.
Bendix, R. (2002). Capitalizing on memories past, present, and future Observations on the
intertwining of tourism and narration. Anthropological Theory, 2(4), 469-487.
Chatzidakis, A., Maclaran, P., & Bradshaw, A. (2012). Heterotopian space and the utopics of
ethical and green consumption. Journal of Marketing Management, 28(3-4), 494-515.
Chronis, A. (2005). Coconstructing heritage at the Gettysburg storyscape. Annals of tourism
research, 32(2), 386-406.
Chronis, A. (2008). Co-constructing the narrative experience: staging and consuming the
American Civil War at Gettysburg. Journal of Marketing Management, 24(1-2), 5-27.
Clandinin, D. J., & Connelly, F. M. (2000). Narrative inquiry: Experience and story in
qualitative research.
Coupland, J. C. (2005). Invisible brands: An ethnography of households and the brands in
their kitchen pantries. Journal of consumer research, 32(1), 106-118.
Davenport, M. A., & Anderson, D. H. (2005). Getting from sense of place to place-based
management: An interpretive investigation of place meanings and perceptions of landscape
change. Society and Natural Resources, 18(7), 625-641.
Gunderson, K., & Watson, A. (2007). Understanding place meanings on the Bitterroot
National Forest, Montana. Society and Natural Resources, 20(8), 705-721.
Gunderson, K., & Watson, A. (2007). Understanding place meanings on the Bitterroot
National Forest, Montana. Society and Natural Resources, 20(8), 705-721.
Hirschman, E. C., Ruvio, A., & Belk, R. W. (2012). Exploring space and place in marketing
research Excavating the garage. Marketing Theory, 12(4), 369-389.
Hopkins, J. (1998). Signs of the post‐rural: marketing myths of a symbolic countryside.
Geografiska Annaler: Series B, Human Geography, 80(2), 65-81.
36
Hughes, G. (1998). Tourism and the semiological realization of space. In G. Ringer (ed)
Destinations: Cultural landscapes of tourism, London: Routledge, 17-32.
Kavaratzis, M. (2009). Cities and their brands: Lessons from corporate branding. Place
Branding and Public Diplomacy, 5(1), 26-37.
Kozinets, R. V. (1997). " I Want to Believe": A Nethnography of the'X-Philes' Subculture of
Consumption. Advances in consumer research, 24, 470-475.
Kozinets, R. V., Sherry, J. F., Storm, D., Duhachek, A., Nuttavuthisit, K., & DeBerrySpence, B. (2004). Ludic agency and retail spectacle. Journal of Consumer Research, 31(3),
658-672.
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38
Sculpturing authentic city brands through stakeholder narratives: a
sensemaking, sensefiltering, and sensegiving process
Laura Reynolds
Cardiff Business School, Cardiff, UK
ReynoldsL4@cardiff.ac.uk
(ESRC Funded)
Based on doctorial research work in progress supervised by Dr Nicole Koenig-Lewis
Cardiff Business School, Cardiff, UK
Introduction
The inclusion of branding principles into the place branding remit, while seldom simple has
become increasingly commonplace (Hankinson, 2009). Yet, the intricacies of place ensure
that the application of product and service branding principles require unique consideration
(Pryor and Grossbart, 2007). This is particularly acute for authenticity, which is denoted as a
complicated and multifaceted concept (Croes et al., 2013), explored through multiple
authenticity discourses (Bryce et al., 2015), which evolve over time and place (Kolar and
Zabkar, 2010). Thus, authenticity is constructed and (re)imagined through a constantly
evolving and contested narrative (Chronis et al., 2012), which is sculptured by multiple direct
and indirect stakeholders. Despite the ongoing importance of brand authenticity (Morhart et
al., 2015), little is known about the impugned processes and practices enacted by
stakeholders when sculpturing authenticity in city brands.
This conceptual abstract builds upon the premise that sculpturing authenticity assigned to a
place is a contested and power-ridden process (Chronis et al., 2012). Accordingly,
sensemaking and sensegiving theory is applied as a means to explore the explication of power
and conflict amongst multiple stakeholders within authentic city brands. The interconnected
theories of sensemaking and sensegiving look to explain how meaning is created and
transmitted by change agents, shaping understanding within predefined parameters (Maitlis
and Lawrence, 2007; Weick, 1995). An additional sensefiltering process is added to the
39
analysis, exploring the processes whereby multiple meanings are distilled and a core
understanding is enacted. A conceptual map of the process is developed, which is currently
being empirically explored through two in-depth qualitative case studies of the Bath and
Bristol’s contrasting city brands.
Literature Review
Brand Authenticity
Brand authentication is seen as an “ongoing negotiation among different market actors”
(Hartmann and Ostberg, 2013: 822). More recently Morthart et al., (2015) established an
overarching definition and measurement of brand authenticity, relying on the successful
combination of indexical (direct and visible links), iconic (impression-based), and selfreferential (experience-based) cues. Thus, authenticity is a malleable tenet, existing on a
continuum as opposed to merely being present or absent (Kolar and Zabkar, 2010). The
transitory nature of authenticity has secured its position as a process (Beverland and Farrelly,
2010), experienced and negotiated by multiple stakeholders (Cohen and Cohen, 2012),
including advertising executives (Cavanaugh and Shankar, 2014), brand managers
(Beverland 2005), critics (Glynn and Lounsbury, 2005), curators (Chhabra, 2008), tour
guides (Chronis et al., 2012), as well as nonofficial parties such as consumers (Edwards,
2010), and the local community (Cole, 2007). While the variations in official and unofficial
authentication by multiple stakeholders is recognised (Cohen and Cohen, 2012), more
research is needed to explore the intricate processes and practices by which stakeholders
incrementally construct authenticity.
Authenticity in Place Branding
Brands expand beyond products or services and encompass the unique geo-political entities
of place (Keller et al., 2012). Place branding acts an umbrella term, incorporating nations,
regions, sites, and cities (Kavaratzis and Ashworth, 2015). The branding of cities is the
current focus. However, given the interconnections between the overarching theory on place
branding, and the specific context of city branding, both literatures are interconnected and
referred to simultaneously throughout.
40
Place branding is seen as embodied by consumers’ associations and the lived culture of
stakeholders (Zenker and Braun, 2010), as well as a “governance strategy for projecting
images and managing perceptions about place” (Braun et al., 2014: 64). The latter is
demonstrated by the persistence of place marketers to denote a defined place identity, and
script a place brand around principal aims and communications (Zenker, 2011). This fails to
recognise the shift towards place branding becoming an ongoing and co-created process
(Hankinson, 2009), shaped by a multiplicity of stakeholders (Kavaratzis, 2012), and thus
allowing authenticity to prevail (Aitken and Campello, 2011). Despite the calls for a
stakeholder-orientated approach to place branding, the focus remains restricted to
entrepreneurs (Garcia et al., 2012), tourists (Malam, 2008), and residents (Zenker and
Beckman, 2013). Previous literature fails to explore the varying roles, influence, and power
of stakeholders.
Sensemaking and Sensegiving
The convergence of multiple interests, demands, and perceptions ensures that managing
stakeholders is a seldom-simple task, laying claim to discrepancies in stakeholder power and
influence, and raising questions as to how decisions are made, and which parties are
involved. Sensemaking and sensegiving theories offer an avenue to explore how authenticity
is constructed and conveyed, despite the existence of multiple competing narratives.
Sensemaking is based on creating understanding and rationale for action, whereas
sensegiving refers to the process of influencing, communicating, and renewing the outcomes
and understanding (Weick et al., 2005).
A core tenet rests on the constructing and transference of meaning. Meanings are understood
and communicated through narratives, utilising language and symbols (Weick, 1995). Shared
narratives are used to guide action through the sensemaking/sensegiving process, underscored
by a multiple stage social process of abduction, plotting, and selective retention (Abolafia,
2010). This multistage approach has been adapted to the authentic city brand remit. First,
exploring how multifarious stakeholder meanings are captured and derived within the
sensemaking domain. Second, determining in what ways these understandings are distilled in
the sensefiltering domain, analysing the practices and processes that allow the world to be
presented within predefined parameters (Maitlis and Lawrence, 2007). Last, investigating the
41
sensegiving processes that convey and maintain dominant meanings and understandings.
Figure 1 draws together these themes, demonstrating conceptually the filtered process by
which city brand authenticity is sculptured by stakeholder narratives through a sensemaking,
sensefiltering, and sensegiving process.
Figure 1 – Filtering city brand narratives
• Multiple stakeholders developing personal and collective meanings associated with the
city, guided by their given role within the city, involvement within the city, and personal
viewpoints.
SENSEMAKING • Intricate and varied meanings emerge.
• Opportunities provided for multiple stakeholders to provide official and non-official
networks and collective groups.
• Selected individuals and groups have greater input.
SENSEFILTERING • Exclusion and omittion of selected meanings.
• City brand understanding formed.
SENSEGIVING
• A given city brand is officially and unofficially conveyed.
• Reinforcing of city branding understanding.
• Questions raised as to whether the understanding conveyed is one propelled by official
authentications, or non-official stakeholders input?
Concluding Remarks
While it is largely accepted that authenticity is shaped by competing stakeholder narratives
within the tourism (Chronis et al., 2012), marketing (Hede and Thyn, 2010), and branding
domain (Mohart et al., 2015), little remains known about how authenticity is constructed
through stakeholder narratives within place brands. The interplay of sensemaking and
sensegiving helps demonstrate how multiple stakeholder narratives are sculptured and
sustained through subtle practices and processes. The addition of sensefiltering pinpoints the
inherent issues of power and voice shaping how authentic city brands are formed and
presented. The conceptual abstract sets the scene for further empirical study, exploring the
intricate processes and practices at play within the sensemaking, sensefiltering, and
sensegiving dichotomy.
42
References
Abolafia, M.Y. 2010. Narrative construction as sensemaking: How a central bank thinks.
Organizational Studies 31(3), pp.349-367.
Aitken, R. and Campelo, A. 2011. The four Rs of place branding. Journal of Marketing
Management 27(9-10), pp.913-933.
Beverland, M.B. and Farrelly, F.J. 2010. The quest for authenticity in consumption:
consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of
Consumer Research 36(February), pp.838-855.
Beverland, M.B. 2005. Crafting brand authenticity: the case of luxury wines. Journal of
Management Studies 42(5), pp.1003-1029.
Braun, E. et al. 2014 My city – my brand: the different roles of residents in place branding.
Journal of Place Management and Development 6(1), pp.18-28.
Bryce, D. et al. 2015. Visitors’ engagement and authenticity: Japanese heritage consumption.
Tourism Management 46, pp.571-581.
Cavanaugh, J.R. and Shankar, S. 2014. Producing authenticity in global capitalism: language,
materiality and value. American Anthropologist 116(1), pp.51-64.
Chhabra, D. 2008. Positioning museums on an authenticity continuum. Annals of Tourism
Research 35(2), pp.427-447.
Chronis, A. et al. 2012. Gettysburg re-imagined: the role of narrative imagination in
consumption experience. Consumption Markets and Culture, 15(3), pp.261-286.
Cohen, E. and Cohen, S.A. 2012. Authentication: hot and cool. Annals of Tourism Research
39(3), pp.1295-1314.
Cole, S. 2007. Beyond authenticity and commodification. Annals of Tourism Research 34(4),
pp.943-960.
Croes, R. et al. 2013. Authenticity in tourism in small island destinations: a local perspective.
Journal of Tourism and Cultural Change 11(1-2), pp.1-20.
Edwards, L. 2010. Authenticity in organisational context: fragmentation, contradiction and
loss of control. Journal of Communication Management 14(3), pp.192-205.
Freire, J.R. 2009. ‘Local people’ a critical dimension. Journal of Brand Management 16(7),
pp.420-438.
Garcia, J.A. et al. 2012. A destination-branding model: An empirical analysis based on
stakeholders. Tourism Management 33(3), pp.646–661.
Glynn, M.A. and Lounsbury, M. 2005. From the critics’ corner: logic blending, discursive
change and authenticity in a cultural production system. Journal of Management Studies
42(5), pp.1031-1055.
Hankinson, G. 2009. Managing destination brands: Establishing a theoretical foundation.
Journal of Marketing Management 25(1), pp.97–115.
43
Kavaratzis, M. 2012. From ‘necessary evil’ to necessary stakeholders: stakeholders’
involvement in place branding. Journal of Place Management and Development 5(1), pp.719.
Kavaratzis, M. and Ashworth, G. 2015. Hijacking culture: the disconnection between place
culture and place brands. Town Planning Review 86(2), pp.155-176.
Keller, K.L. et al. 2012. Strategic Brand Management. Financial Times Press.
Kolar, T. and Zabkar, V. 2010. A consumer-based model of authenticity: An oxymoron or
the foundation of cultural heritage marketing? Tourism Management 31, pp.652-664.
Hartmann, B.J. and Ostberg, J. 2013. Authenticity by re-enchantment: the discursive making
of craft production. Journal of Marketing Management 29(7-8), pp.882-911.
Hede, A.M. and Thyne, M. 2010. A Journey to the authentic: museum visitors and their
negotiation of the inauthentic. Journal of Marketing Management 26(7-8), pp.686-705.
Maitlis, S. and Lawrence, T.B. 2007. Triggers and enablers of sensegiving in organizations.
Academy of Management Journal 50(1), pp.57-84.
Morhart, F. et al. 2015. Brand authenticity: an integrative framework and measurement scale.
Journal of Consumer Psychology [online]. Available at:
http://dx.doi.org/10.1016/j.jcps.2014.11.006 [Accessed 1 February 2015].
Pryor, S. and Grossbart, S. 2007. Creating meaning on main street: towards a model of place
branding. Place Branding and Public Diplomacy 3(4), pp.291-304.
Weick, K. 1995. Sensemaking in organization. London: Sage.
Weick, K. et al. 2005. Organizing and the process of sensemaking. Organizational Science
16, pp.409-421.
Zenker, S. 2011. How to catch a city? The concept and measurement of place brands. Journal
of Place Management and Development, 4(1), pp. 40–52
Zenker, S. and Braun, E. 2010. Branding a city: A conceptual approach for place branding
and place brand management. In Proceedings of the 39th European marketing academy
conference, Copenhagen, Denmark, <http://www.placebrand.eu/publications> [Accessed 2nd
January 2016]
Zenker, S. and Beckmann, S.C. 2013. My place is not your place – Different place brand
knowledge by different target groups. Journal of Place Management and Development 6(1),
pp. 6–17.
44
Session 3
Practitioner Session:
Place-making Initiatives in Practice
45
Events, Festivals and Place Making
Alex Christou
Green Corfu
alex@greencorfu.com
Introduction
This paper will focus on events, festivals and place making, rather than on other issues of
place marketing or place branding. The contextual focus will be on the resort of Arillas, a
village in the North West of Corfu, and the paper will build upon some of the earlier work
presented here at our previous events, particularly examining the development of general
tourism in the resort (Christou, 2014) and more recent developments towards spiritual
tourism (Soomers, 2015).
A focus on place-making in this respect therefore considers the way new public spaces are
planned and designed in order to build an infrastructure suitable for the developing needs of
the people who inhabit these places, and in this context, specifically to suit the needs of not
only the place’s residents, but also cultural tourists (Cilliers and Timmermans, 2014).
Festivals and special events are not only ‘signifiers of the cultural identity of spaces in which
they occur’, but are also used as marketing tools, particularly for tourism purposes, and are
also seen to impact not only on a place’s cultural identity, but also on its’ ‘territorial
development in general (Elias-Varotsis, 2006:24).
‘Culture
developed by a specific group of people is unique and we call it “authentic”’, thus
culture will include aspects of architecture and elements of design and of the built
environment, as well as the activities and outputs of a place’s cultural industries, and festivals
and events, and it is these cultural aspects that ‘in reality provide to a place is its authentic
features’ (Scaramanga, 2012:72-73). In the case of the festivals that take place in and around
Arillas, as far as tourists to this part of Corfu are concerned, given its links with ‘hippies’ and
spiritual tourists since the very start of its development as a tourist resort, many of these
public festivals and private events can therefore be seen to be culturally authentic, because
not only did these festivals arise from the very mix of the people who lived in and moved to
Arillas, but also many of the venues designed to host them have also been specifically
designed to meet the needs of this group of people. Moreover, the festivals that take place
46
here have grown over time, and now reflect the interests of many of the residents of Arillas
(Derrett, 2003). It is proposed that it is the cultural resources of a place, including its events
and festivals, that make a place distinctive, unique and special, and which ‘are the essential
authentic advantages for place-makers to invest and capitalise’ (Elias-Varotsis, 2006:75).
Therefore the culture here is also unique and distinctive to Arillas, compared with other
resorts on the island. According to a model presented by Derrett, 2003, the regional
distinctiveness of festivals impact on, and are also impacted by residents and visitors of a
place, elements of the landscape, and the intersection of a sense of community and place,
destination marketing, and cultural tourism.
While special events and festivals can be significant attractors for international tourists, and
can bring in significant revenues to a destination, these types of activities do not only affect
tourists, but can also impact heavily on local residents in the location where the event is held.
Jackson (2008:240) claims that for destinations hosting such events ‘the calendar year is
usually divided into peak tourist season and slow tourist season, in concert with the
occurrence of these events’. However, in Corfu, events also take place in these slower
shoulder months, both at the start and towards the end of the season.
Arillas used to be a small, quiet fishing village with a couple of hundred of inhabitants. In the
70s some tourists started to come and the first hotels were built. Tourism in Arillas boomed in
the 80s and early 90s and then collapsed in the late 90s. Slowly, after 2000, tourism began
picking up again, this time not relying on big tour operators, but by local companies and
hotels promoting themselves and the area independently. In this last decade, Arillas is
growing again as a tourist destination, and one of the main driving forces behind this growth
are the festivals being held in the village.
There are basically three groups of festivals in Arillas. First of all there are the festivals
organised by the local Cultural Club. There is the Ascension festival in May/April, the
Andamoma festival in early August and the Wine festival in early September. All these
festivals have their own theme but they all revolve around traditional music and dancing. The
majority of visitors are locals but every year more and more tourists are attracted to them.
Then there are the events organised by the local microbrewery, Corfu Beer (Melewar and
47
Skinner, 2015). There is a 5-day beer festival in October where Corfu meets another country
(Bavaria and the UK until now, with ‘Corfu Meets Italy’ being the theme of the forthcoming
2016 event) where music, dancing, food and beer from both cultures are celebrated and
shared. Corfu Beer has developed a full-blown festival venue on its premises, opposite the
brewery. This year there is also a Blues festival planned in June. The audience is mixed, with
locals and inhabitants of Corfu island being the majority, but also many tourists.
The third group of events are these organised by meditation centres in the area. From a very
early stage, a considerable percentage of the visitors coming to Arillas were doing so to
participate in meditation, yoga and other holistic practices. Over the years, this trend has been
growing and one of the landmarks in this growth was the creation of the Buddha Hall, a
beautiful venue where, among other things, mantra concerts with over 300 people are held.
The newest venue which can hold even bigger events is the Gayatri Mandir, an outdoor space
under the olive trees, hosting the Gayatri and Sound & Silence Festivals with world-class
spiritual musicians and holistic practitioners, attracting hundreds of visitors every year.
Arillas is trying to integrate the local cultural heritage with the different cultures of its
visitors, and the best method for such an integration, as Corfiots have always known
(Christou, 2015), is to sing and dance, eat , drink and celebrate! And both the locals and the
visitors seem to be loving the process.
References
Christou, A. (2014) ‘Focusing on the Alternative: the case of Arillas’, Proceedings of the 1st
Corfu Symposium on Managing and Marketing Places, 14-17 April 2014, Corfu, Greece.
Christou, A. (2015) ‘In Search of Odysseus’, Proceedings of the 2nd Corfu Symposium on
Managing and Marketing Places, 27-30 April 2015, Corfu, Greece.
Cilliers, E. J. and Timmermans, W. (2014) ‘The importance of creative participatory planning
in the public place-making process’, Environment and Planning B: Planning and Design, 41,
pp.413-429.
Derrett, R. (2003) ‘Festivals & Regional Destinations: How Festivals Demonstrate a Sense of
Community & Place, Rural Society, 13(1), pp.35-53.
Elias-Varotsis, S. (2006) ‘Festivals and events - (Re)interpreting cultural identity’, Tourism
Review, 61(2), pp.24-29.
48
Jackson, L.A. (2008) ‘Residents' perceptions of the impacts of special event tourism’,
Journal of Place Management and Development, 1(3), pp.240-255.
Melewar, T.C. and Skinner, H. (2015) ‘Corfu Beer and the tourist consumption experience’,
Proceedings of the 2nd Corfu Symposium on Managing and Marketing Places, 27-30 April
2015, Corfu, Greece.
Scaramanga, M. (2012) ‘Talking about art(s)’, Journal of Place Management and
Development, 5(1), pp.70-80.
Soomers, P. (2015) ‘Spiritual Tourism as a “new” niche market’, Proceedings of the 2nd
Corfu Symposium on Managing and Marketing Places, 27-30 April 2015, Corfu, Greece.
49
Olive Oil Production and Place Making in Corfu
Spyros Dafnis
The Governor Olive Oil
http://thegovernor.gr/
The Dafnis family olive groves are located near Agios Mathios village, on Mount Gamillios,
between sea level and 130 meters. Three generations of Dafnis family members lovingly tend
the aged Lianolia olive trees, none of which are under 100 years old. Many of our trees have
been flourishing for over 500 years on the fertile slopes leading down and into the sea. We
treat each one of our 1500 olive trees like a friend. The secret to our healthy trees is
maintaining a balance between the roots, trunk and leaves, and respecting the different needs
of the younger and the older trees. Nature -sun, wind and rain- takes care of the rest.
Knowledge passed lovingly from one generation to the other builds deep olive expertise,
which takes a lifetime of learning. This represents the Dafnis family guarantee for
consistently high quality olive oil. It began as a vision and fervent desire of Dafnis family
that after years of arduous endeavours and research is now coming into being.
Olive oil, as the basis of Mediterranean cuisine and as a natural product itself is the healthiest
oil and stands out due to its unsurpassed substances that are beneficial to the human body.
“The Governor”™ was scientifically tested in March 2014 at the University of Athens and
compared with the results of 700 other olive oil samples, from 30 different olive varieties.
150 of the comparative olive oil samples originated from countries outside Greece,
specifically: California, Italy, Spain, Croatia, Tunisia, Cyprus, France, Argentina, Chile,
Morocco and Israel. The results were impressive. The oleocanthal and oleacein
concentrations in “The Governor”™ are 7 times higher than the average of the samples and
the highest value recorded among all commercially-available bottled oils since 2009.
Oleocanthal, oleocein and other elements present in “The Governor”™ olive oil present
important biological activity, and are related with anti-inflammatory, antioxidant and neuroprotective benefits. The total hydroxytyrosol derivatives are 61% higher than the stipulated
European regulation. The daily consumption of 20g is known to protect the blood lipids from
oxidative stress. In 2014 Athens University evaluation of “The Governor”™ polyphenol
content vs. average levels in extra virgin olive oils:
50
“..we can certify that [“The Governor”] is an extremely rare extra virgin olive oil that
stands out from the usual oils... It is an oil highly recommended to all consumers
looking for olive oil with enhanced properties for health protection.”
International studies show that the olive variety is the essential factor determining the quality
of the olive fruit and its oil. The Lianolia olive is native to Corfu and the Ionian Sea region. It
is a demanding variety which, under the right conditions and care, produces an exceptional
quality extra virgin olive oil, unusually high in beneficial polyphenols.
There are estimated to be as many as 4 million olive trees on Corfu island, both wild and
cultivated. Corfu olive trees are special. Many of them were planted hundreds of years ago
and Corfu hosts some of the world’s oldest olive groves. During the 16th century, under the
Venetian Occupation, the island produced olive oil for the Vatican. The olive trees were not
destroyed in Greece’s wars and were allowed to grow very tall, 25 meters high, providing
cool shade as well as olives and oil. Corfu’s ancient olive groves have inspired many artists.
There is an olive museum at Kynopiastes, where visitors can see many interesting traditional
exhibits of olive production.
51
Session 4
Practitioner Session:
Place-making Initiatives in Practice
52
Re-Thinking Neglected Public Space
Michael M. Edwards
Chicago Loop Alliance
mike@chicagoloopalliance.com
Cities around the world are recognizing that safe, well-used public spaces are important.
They are the building blocks for healthy communities, employment opportunities, quality
housing, and reliable transportation. In Chicago, we have a great deal of internationally
recognized and high-performing public spaces such as Millennium Park, Grant Park and the
new Maggie Daley Park. These grand public spaces attract millions to the city every year.
However, in the Chicago Loop, the historic business and retail center where 325,000 people
work each day, there is a lack of accessible and engaging public space.
Significant demographic shifts including the rise of the millennial generation and the return
of empty-nesters are resulting in new demands on downtown. These demands require cities
to provide a set of compelling and robust urban experiences.
These experiences are
influencing personal decisions regarding where to live, whether to accept a job offer, or even
where to locate a company. Studies increasingly demonstrate that vibrant public places and a
strong sense of place pay measurable economic dividends for downtowns. Further, the
increased use of mobile technology and need for more personal collaboration require new
places for people to work both within the office and for this presentation, in the public realm.
Attractive places to meet and more opportunity for chance interactions and serendipity to
occur (something cities have always been good at) make for more competitive cities.
Thus to remain globally competitive and locally relevant, the Chicago Loop Alliance
recognized it must activate underperforming public spaces in the Loop. In 2015, Chicago
Loop Alliance implemented a placemaking strategy targeting long ignored public spaces. By
necessity, the focus included non-traditional public spaces including working alleys,
abandoned street medians, busy street corners and underperforming parks. We activated
these spaces using design, art, lighting, community engagement, active social media and
aggressive place management. We were particularly interested in measuring the effect of our
efforts on surrounding businesses and the degree of social interaction to continue to refine the
53
design, programming and management of the places for maximum effectiveness. This
presentation will tell the story of Chicago Loop Alliance’s evolution from traditional place
management (clean and safe) services to our more extensive Placemaking Initiative. The
presentation will demonstrate how public space can drive real economic development and
rebrand a downtown as a place for all people to enjoy in a contemporary way.
Key elements of successful placemaking will be shared, including making places comfortable
for visitors, exceeding visitor expectations while maintaining the ability to surprise, delight,
and deeply enhance the visitor’s urban experience. This session will also cover the essentials
of place management, marketing and benchmarking performance providing examples of both
success and failure. For those interested, much of the work of Chicago Loop Alliance can be
seen by visiting the loopchicago.com /ACTIVATE website or searching #activatechi on
Twitter.
Many images and examples from our 2015 efforts will be discussed and the presentation will
encourage attendees to search for placemaking opportunities in their own communities. The
presentation will share key lessons learned from our trials and triumphs. The lessons are
scalable to larger cities or small towns interested in placemaking. Attendees will leave the
presentation knowing the types and key elements of compelling public spaces and the
challenges and benefits of placemaking and its economic and social impact.
The presentation will be from an implementation and management perspective.
More
specifically, it is not an academic presentation but a review of a real life place marketing and
management effort. My hope is to help amplify the academic papers presented earlier in the
symposium.
About Chicago Loop Alliance
The Chicago Loop Alliance (CLA) is a non-profit organization membership organization
operating an 18 block business improvement district in the historic district of downtown
Chicago referred to as the Loop. CLA envisions the Chicago Loop as a vibrant global
business center and recognized world-class destination. The CLA mission is to create,
manage and promote high-performing urban experiences attracting people and investment to
the Loop.
54
To accomplish this, the CLA works in four program areas in partnership with other
organizations and the community through: Enhanced Services providing consistent
improvements to the cleanliness, beauty, safety and maintenance of the Loop’s common
areas; Planning & Advocacy providing design review services for projects and analysis of
Loop issues to improve the ability of the Loop to support the CLA stakeholder abilities to
compete for investment; Placemaking & Management improving the quality of the public
realm through the creation of a distinct sense of place and strong sense of arrival into the
Loop; and, Economic Development facilitating a more vibrant Loop through the support of
public and private investment in retail, office, tourism and residential development.
The CLA has five funding sources to support its initiatives. First, as the management entity
for our client, Special Service Area #1, the CLA receives funding indirectly from assessments
paid by property owners along State Street from Wacker Drive on the north to Congress on
the south.
Under its current agreement with the City of Chicago, the CLA provides
marketing efforts for State Street businesses and property owners while overseeing the
implementation of enhanced public services, including a clean and safe program,
street/infrastructure maintenance, placemaking & management and economic development
services. Second, as a membership organization, it receives dues from voluntary members
throughout the downtown community who want to invest in the future of the Loop and third,
through earnings from advertising, fees and sponsorships. The final two funding sources for
the CLA include foundations and government grants through the tax exempt status of the
Chicago Loop Alliance Foundation.
The CLA works with a range of organizations to deliver its vision of the Loop. Partners
include government agencies and neighborhood associations, as well as business, community,
civic and cultural organizations.
55
Autonomy, Mastery and Purpose:
Place Making Through Skills Development
Stu Rolls
RWA Group
stuart.rolls@rwagroup.co.uk
Place making is not just about urban planning and design, it also involves capitalising ‘on a
local community’s assets, inspiration, and potential, and it results in the creation of
quality public spaces that contribute to people’s health, happiness, and well being’ (Project
for Public Spaces http://www.pps.org/reference/what_is_placemaking/).
In Corfu, all of
these essential assets and resources for success are right here: The people; their traditions;
their hospitality and their tough, resilient, entrepreneurial spirit – all inhabiting a beautiful
Ionian island that for many years has focused its efforts on attracting tourism. Corfu have
seen change, massive change and yet curiously, admirably, Corfu hasn’t changed in its
preservation of pride and natural beauty. It has kept its beguiling tenacity to look change in
the face and see it through. Now, the world and its travellers demand different things from
Corfu and it is important that as a contemporary tourist destination, Corfu has the skills to
match that demand. This is not about fundamental change, trading off tradition or being
something it is not. It is not about sourcing from elsewhere the people to make it happen.
Quite the opposite. This is about honing all those natural human resources that already exist
and re-asserting itself as a paramount consideration in any vacation or investment choice.
The RWA e-learning team based in Blaenavon, South Wales, UK have been supporting SME
businesses with skills and organisational development since the early 1990’s. With a strong
Corporate Social Responsibility work ethic, we exist to provide solutions to help facilitate
positive changes in businesses but more importantly, in people. Our own communities have
seen massive change both economically and labour related. Our platform, Development
Zone - is an online learning solution with a suite of courses for all levels of business from
performance management to customer services and everything in between. With over 8000
subscribers this is a cost effective way to self-study, build on continuous professional
development and gain confidence in all manner of business endeavours.
56
The human need for Autonomy to learn new skills is essential. Mastering your personal
effectiveness is key to confidence. Combining both of these for a common Purpose is an
unstoppable combination for success. The same concept could be easily applied to the
collaborative idea of Place Making.
Autonomy
To be self-directed, to direct our own achievement, more important than ever given the
pressures Greece has faced in these recent years. Resort workers and dwellers yearn for
greater autonomy in order to maximise on what they know will work and can work, given the
freedom to do so. This feeling of Autonomy in business and place management can be very
constructive, as it is used to create new and exciting self-made alternatives. Not to be
regarded as a rebellious pursuit but more an essential exercise in sustainability for inhabitants
and future custom. Harness it and use it and be accepting of the need to adapt and refresh.
Autonomy is not selfish it is merely respectful of the need to make decisions without
interruption or obstacle.
However, people management regularly falls foul of this idea around autonomy. Basically
put, people management creates compliance. This is limited and limiting of others.
Development Zone immediately provides a solution whereby people managers and staff can
set about self directed learning to perfect their skills for the benefit of the organisation as well
themselves and the resort. Think leaner administration or enhanced customer service abilities.
With no restrictions on access to content, the choice of what to pursue through e-learning is
open and inviting. The solution is available anywhere, any place, at any pace allowing for full
flexibility around the busy lives of a seasonal economy.
Most importantly, exercising autonomy around personal development is one of the most
motivating and healthy experiences in improving communal success.
Mastery
The fundamental human endeavour of making things work for your own and others
satisfaction. Away from work, why do some choose to learn a musical instrument or have
hobbies that create and re-create bigger and better things time after time. Simple. Challenge
and Mastery. Most people give up at challenge or blame something else for failure.
57
Having the discipline to stay the course in mastering your endeavour is difficult and at times
external forces allow you to you it’s futile but with the right support and access to resources
you, your team and your business can thrive when being acceptant of tuition, advice and
collaboration.
With the Development Zone Gap Analysis tool, the system highlights the areas around a
subject that individuals need to work on to attain greater understanding and with that comes
more confidence in their pathway. A supportive module takes learners through the relevant
learning and retests them. The affirmation of knowledge gained is a special moment and is
rewarded with electronic badges that can be used to promote new found skills to employers
and conversely helps the employer understand the proactive mastery undertaken by the
individual that can benefit the business and its customers.
To help facilitate Mastery and support the business/resort Development Zone features a
remarkable customised content builder for you create your very own learning for staff and
individual subscribers. This allows the organisation to ‘talk’ to staff in its own way, alongside
the generic learnings of the subject matter. Providing a bespoke learning system that
integrates with the need of the business. The business can set the questions and learning
points to bolster its purpose as an organisation and get real time feedback on individual
learner attainment.
Social media techniques and marketing expertise can also be accessed in Development Zone allowing resorts to combine autonomy and mastery like never before. Simple but effective
marketing mastery in action: In just 14 months the St George South Twitter account,
managed by this author, has reached over 450,000 people around the world and has been
shared by national tourism organisations, tourism specialists and tour operators. The
Facebook presence for the same Place has reached 1400 members, all sharing their love of
the Place with others.
Mastering these skills, that encourages collaboration, only breeds advocacy and who knows
where that can take a business or resort, or to be more precise, how many visitors it may
bring.
58
Purpose
Instilling purpose in the name of Place builds quality of product and community spirit.
Every corner of this island serves a purpose for myriad reasons. Development Zone helps
crystallise the need of business or an individual’s self-study and helps each decide what is
required to support their purpose.
You only need to look at Trip Advisor to see the negative reviews of the most beautiful
restaurants and hotels in the world, who pursued profit over customer satisfaction and quality.
Realising Autonomy, Mastery and defining and maintaining Purpose passes on to the
experience of the customer. It makes the Place much better off too.
59
Session 5
Place Strategies
60
Place marketing & place branding: a (tentatively exhaustive) literature
review, “best practices” and some insights for practitioners
Renaud Vuignier
Swiss Graduate School of Public Administration (IDHEAP) - University of Lausanne
Renaud.Vuignier@unil.ch
Witnessing that “the practice of ‘branding’ has invaded all aspects of public and private life”
(van Ham, 2002, p. 249), we observe that efforts and resources invested in place marketing
and place branding strategies and their implementation have become considerable. These
strategies are indeed seen as crucial for the management and the development of places by
many parapublic organisations at all levels: local, regional, national, cross-borders and
international. Regarding the analysis of these practices, we notice, on the one hand, the
emergence of an academic discipline dedicated to place marketing and place branding, and on
the other hand, on a wide spread of “best practices”. This paper investigates these two sides.
Firstly, it discusses the current state of the art. Secondly, it presents where the worlds of
research and practice could find common grounds, as there are all but ships that pass in the
night (Kavaratzis, 2015).
Literature review
Place marketing and place branding suffer from idiosyncrasy. Often based on “anecdotic
evidences from single case studies” (Lucarelli & Berg, 2011) and influenced by the
prescriptive approach from consultants (Aronczyk, 2008; Boland, 2013), the literature
focused on place marketing and place branding is scattered, lacks of empirical observations,
and needs more academic rigour. Even if exposed by some very recent literature reviews
(Acharya & Rahman, 2016; Oguztimur & Akturan, 2015), and detected by various scholars
(Andersson, 2014; Berglund & Olsson, 2010; Chan & Marafa, 2013; Gertner, 2011;
Lucarelli, 2012; Lucarelli & Berg, 2011), a systematic overview of this emerging scientific
field is still missing to assert these facts. For this reason, we decided to overcome the
challenge of unravelling this complex topic (Skinner, 2008) and therefore present this
tentatively exhaustive literature review.
61
Articles under investigation
Articles of the literature were gathered using the key words “place marketing” and “place
branding” in all selected reviews search engines. Reviews were chosen by means of two
criteria: journals publishing regularly on place branding (which are quoted in literature
reviews and in articles of reference) and best-ranked reviews in related fields (according to
The SCImago Journal & Country Rank). The following five reviews turn to be the most
prolific: Place Branding and Public Diplomacy, Journal of Place Management and
Development, Cities, Urban Studies and Tourism Management. Results showed many
overlaps between the two pairs of terms, and content analysis proved the relevance of their
combination. We ended up with 1171 items. After reading the abstract we could eliminate
382 articles, which were only touching the subject by anecdote. Based on the contents of the
789 remaining articles, we decided to put aside 214 of them, since place marketing and place
branding were tackled at a secondary level (not as core of analysis). Thus, 575 scientific
articles, which were published in 80 different reviews between 1992 and 2015 (with a peak
between 2012 and 2015), have been scrutinised.
Approaches at a glance: a multi-disciplinary field
62
Methods at a glance: predominantly qualitative but not only
Perspectives at a glance: mainly descriptive and prescriptive
And so what?
In addition to the above observations, we can aggregate the data, and look at the trends. If we
integrate the time dimension within the different categories, we find a slight increase in terms
of proportion over the years towards both more quantitative and more explanatory studies.
This may well correspond to the emergence of a new era for this field of research, which
appears to have fulfilled what Gertner calls “maturity” (Gertner, 2011a, p. 123). Among other
interesting discoveries, which are somewhat surprising because rarely pointed out by other
63
literature reviews, we can notice the significant amount of articles adopting a critical
perspective with regard to place marketing and place branding. This type of articles sheds
light upon legitimation processes of elites and neoliberalism (Eisenschitz, 2010; Kaneva,
2011; Stigel & Frimann, 2006) and upon mimicry (Babey & Giauque, 2009; Riza, 2015),
when places paradoxically try to differentiate themselves with similar tools and same ways of
managing. Moreover, the review shows that authors tend to work in silos, as there is a strong
correlation between contribution approach, list of references and specific objet of research.
As if there were distinct place marketing and place marketing literatures: a public
management one, a “classic” marketing one, a geographic and a political science one. This is
rational and has some consistence, but we argue that the study of place marketing and place
branding in general would gain in more collaboration between disciplinal approaches. This
would certainly help authors to avoid constantly having to reinvent the wheel.
Theory and practices: common grounds and key issues
In the context of the growing importance attributed to “best practices” exchanges,
benchmarking and rankings (Chamard, Gayet, Alaux, Gollain, & Boisvert, 2014, p. 79),
various initiatives aiming at bringing scholars and practitioners closer can be acknowledged
(Parker, 2015). As long as researchers investigate cases beyond description and resist the
easy temptation of normative assumptions (instead of doing it transparently and based on
scientific considerations), this cooperation could be fruitful. In this vein, a couple of subjects
have been identified in our literature review that can be considered as key subjects of
research for theoreticians, as well as key issues for practitioners:
 Firstly, the focus on potential brand effects, encompassing concepts such as brand
equity, evaluation, measurement, assessment, effectiveness or performance (Kladou,
Giannopoulos, & Mavragani, 2015, p. 195)
(added-value and outcomes of strategies)
 Secondly, the analysis of stakeholder involvement and the implementation of
participatory processes (Eshuis, Klijn, & Braun, 2014; Kavaratzis & Kalandides,
2015; Zenker, Erfgen, & Parker, 2014)
(why and how to include stakeholders)
 Thirdly, the threats and opportunities offered by hyperconnectivity (Sevin, 2013)
(added value and management of social media)
 Fourthly, the potential strategies to adopt regarding arts, culture and events, with
tailored events potentially beating the gigantism of mega-events (Pinson, 2015)
(how to develop an appropriate strategy, avoid mimicry and innovate)
 And last but not least, the multifaceted concept of place identity (Kalandides, 2011)
(why and how to define and to manage place identity).
64
An article presenting the literature review in great details shall soon be published.
Main references (full reference list of the literature review available upon request)
Acharya, Alok, & Rahman, Zillur. (2016). Place branding research: a thematic review and
future research agenda. International Review on Public and Nonprofit Marketing, 129.
Andersson, Ida. (2014). Placing place branding: an analysis of an emerging research field in
human geography. Geografisk Tidsskrift-Danish Journal of Geography(ahead-ofprint), 1-13.
Aronczyk, Melissa. (2008). 'Living the Brand': Nationality, Globality, and the Identity
Strategies of Nation Branding Consultants. International journal of communication, 2,
25.
Babey, Nicolas, & Giauque, David. (2009). Management urbain: essai sur le mimétisme et la
différenciation: Presses de l'Université Laval.
Berglund, Elin, & Olsson, Krister. (2010). Rethinking place marketing: a literature review.
Paper presented at the 50th European regional science association congress.
Boland, Philip. (2013). Sexing up the city in the international beauty contest: the
performative nature of spatial planning and the fictive spectacle of place branding.
Town Planning Review, 84(2), 251-274.
Braun, Erik. (2008). City Marketing: Towards an Integrated Approach. (Ph.D. thesis),
Erasmus Research Institute of Management (ERIM). Retrieved from
http://hdl.handle.net/1765/13694 (EPS-2008-142-ORG)
Braun, Erik, Eshuis, Jasper, & Klijn, Erik-Hans. (2014). The effectiveness of place brand
communication. Cities, 41, 64-70.
Braun, Erik, Kavaratzis, Mihalis, & Zenker, Sebastian. (2013). My city – my brand: the
different roles of residents in place branding. Journal of Place Management and
Development, 6(1), 18-28. doi: 10.1108/17538331311306087
Chamard, Camille, Gayet, Joël, Alaux, Christophe, Gollain, Vincent, & Boisvert, Yves.
(2014). Le marketing territorial : comment développer l'attractivité et l'hospitalité des
territoires ? Louvain-la-Neuve: De Boek.
Chan, Chung-shing, & Marafa, Lawal M. (2013). A review of place branding methodologies
in the new millennium. Place Branding and Public Diplomacy, 9(4), 236-253. doi:
10.1057/pb.2013.17
Eisenschitz, Aram. (2010). Neo-liberalism and the future of place marketing. Place Branding
and Public Diplomacy, 6(2), 79-86.
Eshuis, Jasper, Klijn, Erik-Hans, & Braun, Erik. (2014). Place marketing and citizen
participation: branding as strategy to address the emotional dimension of policy
making? International Review of Administrative Sciences, 80(1), 151-171.
Gertner, David. (2011a). A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management, 19(2), 112-131.
Gertner, David. (2011b). Unfolding and configuring two decades of research and publications
on place marketing and place branding. Place Branding and Public Diplomacy, 7(2),
91-106.
Kalandides, Ares. (2011). The problem with spatial identity: revisiting the “sense of place”.
Journal of Place Management and Development, 4(1), 28-39. doi:
10.1108/17538331111117142
65
Kaneva, Nadia. (2011). Nation branding: Toward an agenda for critical research.
International Journal of Communication, 5, 25.
Kavaratzis, Mihalis. (2015). Place branding scholars and practitioners: 'strangers in the
night'? Journal of Place Management and Development, 8(3), null. doi:
doi:10.1108/JPMD-10-2015-0049
Kavaratzis, Mihalis, & Kalandides, Ares. (2015). Rethinking the place brand: the interactive
formation of place brands and the role of participatory place branding. Environment
and Planning A, 47(6), 1368-1382.
Kladou, Stella, Giannopoulos, Antonios A, & Mavragani, Eleni. (2015). Destination Brand
Equity Research from 2001 to 2012. Tourism Analysis, 20(2), 189-200.
Lucarelli, Andrea. (2012). Unraveling the complexity of “city brand equity”: a threedimensional framework. Journal of Place Management and Development, 5(3), 231252. doi: 10.1108/17538331211269648
Lucarelli, Andrea, & Berg, Per Olof. (2011). City branding: a state-of-the-art review of the
research domain. Journal of Place Management and Development, 4(1), 9-27. doi:
10.1108/17538331111117133
Oguztimur, Senay, & Akturan, Ulun. (2015). Synthesis of City Branding Literature (1988–
2014) as a Research Domain. International Journal of Tourism Research.
Parker, Cathy. (2015). Reflections upon the 3rd Institute of Place Management Conference,
poznan University of Economics, May 2015. Journal of Place Management and
Development, Vol. 8(Iss: 2). doi: http://dx.doi.org/10.1108/JPMD-06-2015-0018
Pasquier, Martial, & Villeneuve, Jean-Patrick. (2011). Marketing Management and
Communications in the Public Sector: Taylor & Francis.
Pinson, Joël. (2015). From the Olympic dream to a down to earth approach: Lausanne’s
sports events hosting strategy. Sport in Society, 1-12.
Riza, Müge. (2015). Culture and City Branding: Mega-Events and Iconic Buildings as Fragile
Means to Brand the City. Open Journal of Social Sciences, 269-274.
Sevin, Efe. (2013). Places going viral: Twitter usage patterns in destination marketing and
place branding. Journal of Place Management and Development, 6(3), 227-239. doi:
10.1108/jpmd-10-2012-0037
Skinner, Heather. (2008). The emergence and development of place marketing's confused
identity. Journal of Marketing Management, 24(9-10), 915-928. doi:
10.1362/026725708x381966
Stigel, Jørgen, & Frimann, Søren. (2006). City Branding—All Smoke, No Fire? Nordicom
Review, 27(2).
van Ham, P. (2002). Branding Territory: Inside the Wonderful Worlds of PR and IR Theory.
Millennium - Journal of International Studies, 31(2), 249-269. doi:
10.1177/03058298020310020101
Vuignier, Renaud. (2015). Cross-Border Place Branding: The Case of Geneva Highlighting
Multidimensionality of Places and the Potential Role of Politico-Institutional Aspects
Inter-Regional Place Branding (pp. 63-72): Springer.
Zenker, Sebastian, Erfgen, Carsten, & Parker, Cathy. (2014). Let them do the work: a
participatory place branding approach. Journal of Place Management and
Development, 7(3).
66
City Ambassadorship and Citizenship Behaviours:
Modelling Resident Behaviours that help Cities Grow
Dr Viriya Taecharungroj
Mahidol University International College, Thailand
viriya.tae@mahidol.ac.th
Cities around the world are now competing not only domestically but also internationally
(Dinnie, 2004). Like any other resource-dependent entities, cities need resources in order to
survive, grow, and prosper. The ultimate providers of those resources are the so-called city
customers, which comprise residents, companies, visitors, and investors (Braun, 2008). In the
view of city administrators, the attraction of new and valuable businesses and residents is
now their top priority (Hospers, 2010). Therefore, this research aims to deepen the
understanding of one of the most important city customers, the residents (Insch & Florek,
2008). In 2013, Braun, Kavaratzis, and Zenker described the imperative roles of residents that
were not widely studied before. The authors regarded residents as the potential active cocreators of the place brand. They are not merely passive beneficiaries of the city; the residents
can be the active partners of the city itself.
This current research takes the novel ‘residents as active partners’ viewpoint and attempts to
explore it quantitatively. From the three roles of residents by Braun et al. (2013), this research
focuses on two of them: residents as ambassadors and residents as citizens. The objective of
this on-going research is to construct a model illustrating the antecedents of those two
behavioural outcomes. The author linked the behavioural outcomes to other constructs
including the attitudes towards the city and perceived quality of city’s attributes. The model
can be used as an important guideline for city administration and marketers to formulate
appropriate strategies.
City Ambassador Behaviours and City Citizenship Behaviours
Braun et al. (2013) described ambassador behaviours as the word-of-mouth behaviours of
residents who promote the city to others. Residents’ word-of-mouth behaviour, or the so67
called tertiary communication, enhances the place brand communication because of its
perceived authenticity and trustworthiness (Braun et al., 2013). According to Hennig-Thurau
et al. (2002), positive word-of-mouth is all informal communications between a customer and
others concerning evaluations of goods and services. Likewise, Fullerton (2003) explained
positive word-of-mouth or customer advocacy as the act when a customer advocates for the
organisation.
The second active set of residents’ behaviours that would have a positive effect on the city is
city citizenship behaviours. Braun et al. (2013) perceived this role as one of the most
neglected roles in place branding. According to Braun et al. (2013), city citizenship
behaviours include participation in activities and residents’ contribution to the decision
making process. Nevertheless, these behaviours are not explored extensively in the context of
marketing. Therefore, this current research adopts the related organisational citizenship
behaviours (OCB) from the human resource discipline. Previous literature conceptualised
organisational citizenship behaviours as the willingness to cooperate or the innovative and
spontaneous behaviours that are not required or not in the formal rewarding system but
promote the effective functioning of the organisation (Organ, 1998; Podsakoff et al., 2000).
The two roles, residents as ambassadors and residents as citizens, share similar antecedents:
satisfaction, commitment, and identification, although they were taken from two distinct
fields. Those three constructs are important to the advancement of the field of place
marketing (Zenker & Martin, 2011).
Resident Commitment, Identification and Satisfaction
Commitment to the city is the important antecedent of residents’ positive behaviours (Braun
et al., 2013). In the relationship marketing field, commitment is often defined as the belief
that “the ongoing relationship with another is important as to warrant maximum efforts at
maintaining it” (Morgan & Hunt, 1994). It is the psychological and emotional attachment of
the customers towards the brand (Tuškej, Golob, & Podnar, 2013; Burmann & Zeplin, 2005).
The second attitudinal construct that is found to positively affect residents’ active roles is
identification. Identification is defined as the establishment of the meaningful link between
the self and the target of identification (Zenker & Peterson, 2010). It also refers to the degree
to which the target (an organisation, a brand, or a city) expresses customer’ identity (Tuškej
68
et al., 2013). The last attitudinal construct, resident satisfaction, is both common and
important in city marketing. Previous literature used different terms to describe satisfaction
such as well-being or happiness (Insch & Florek, 2008). Resident satisfaction is regarded as
the aim, the necessity, and the top priority of place marketing (Zenker & Martin, 2011; Insch
& Florek, 2008). It is the concrete and key performance indicator of city marketing
(Goovaerts et al., 2014).
City Attributes
To complete the model for city ambassador and city citizenship behaviours, this research
turns to the antecedents of resident satisfaction. Previous literature indicated that the
perceived quality of place attributes lead to resident satisfaction (Insch & Florek, 2008).
Therefore, it is imperative to identify all relevant attributes of the city. By examining the
highly relevant literature, this current research summarised the city attributes into six
categories: activities, economy, nature, socialization, transport, and walkability (Table 1).
Table 1: City Attributes
Merrilees et al.
(2012)
Anholt (2006)
Cultural Activities
The Pulse
Job Chances; Cost
Efficiency
Business
Opportunity
The Potential
Nature
Nature &
Recreation
Nature; Clean
Environment
The Place
Socialisation
Urbanity &
Diversity
Social Bonding
The People
Attributes
Zenker (2009)
Activities
Economy
Transport
Walkability
(others – not
included)
Insch & Sun
(2013)
Shopping &
Dining; Appeal &
Vibrancy
Socialising &
Sense of
Community
Public Transport
Safety
The Presence; The
Prerequisites
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From the extensive literature review, the author proposes the conceptual framework that
models the antecedents of the two positive and desirable roles of city’s residents (figure 1).
The model begins with the ‘Actions’ dimension. The actions refer to the city ambassador and
city citizenship behaviours. The behaviours are linked with the attitudes of the residents
towards the city namely resident commitment, resident identification, and resident
satisfaction. Lastly, the perceived quality of the city attributes affects resident satisfaction.
Figure 1: The Proposed Attributes-Attitudes-Actions Model
References
Anholt, S. (2006). The Anholt-GMI city brands index how the world sees the world's
cities. Place Branding, 2(1), 18-31.
Braun, E. (2008). City marketing: Towards an integrated approach (No. EPS-2008-142ORG). Erasmus Research Institute of Management (ERIM).
Braun, E., Kavaratzis, M., & Zenker, S. (2013). My city-my brand: the different roles of
residents in place branding. Journal of Place Management and Development, 6(1), 18-28.
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to
internal brand management. The Journal of Brand Management,12(4), 279-300.
Dinnie, K. (2004). Place branding: Overview of an emerging literature. Place Branding, 1(1),
106-110.
70
Fullerton, G. (2003). When does commitment lead to loyalty?. Journal of service
research, 5(4), 333-344.
Goovaerts, P., Van Biesbroeck, H., & Van Tilt, T. (2014). Measuring the effect and
efficiency of city marketing. Procedia Economics and Finance, 12, 191-198.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship
marketing outcomes an integration of relational benefits and relationship quality. Journal
of service research, 4(3), 230-247.
Hospers, G. J. (2010). Making sense of place: from cold to warm city marketing.Journal of
Place Management and Development, 3(3), 182-193.
Insch, A., & Florek, M. (2008). A great place to live, work and play: Conceptualising place
satisfaction in the case of a city's residents. Journal of place management and
development, 1(2), 138-149.
Insch, A., & Sun, B. (2013). University students' needs and satisfaction with their host
city. Journal of Place Management and Development, 6(3), 178-191.
Merrilees, B., Miller, D., & Herington, C. (2012). Multiple stakeholders and multiple city
brand meanings. European Journal of Marketing, 46(7/8), 1032-1047.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship
marketing. Journal of Marketing, 20-38.
Organ, D. W. (1988). Organizational citizenship behavior: The good soldier syndrome.
Lexington Books/DC Heath and Com.
Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational
citizenship behaviors: A critical review of the theoretical and empirical literature and
suggestions for future research. Journal of management, 26(3), 513-563.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in
building brand relationships. Journal of Business Research,66(1), 53-59.
Zenker, S. (2009). Who's your target? The creative class as a target group for place
branding. Journal of Place Management and Development, 2(1), 23-32.
Zenker, S., & Martin, N. (2011). Measuring success in place marketing and branding. Place
Branding and Public Diplomacy, 7(1), 32-41.
Zenker, S., & Petersen, S. (2010, August). Resident-city identification: translating the
customer relationship management approach into place marketing theory. In 50th
European Regional Science Association Congress, Jönköping, Sweden.
71
Regional competitiveness, positioning and the link with investment
attraction. The case of Newcastle-Gateshead, UK.
Iwona Maria Soroka and Dr Eleftherios Alamanos
Newcastle University Business School, Newcastle Upon Tyne, UK
email: Eleftherios.Alamanos@newcastle.ac.uk
1. Introduction
The paper examines the extent to which regional branding influences direct investment on an
area. The area of Newcastle-Gateshead is used as a case study in order to investigate how
cities can be positioned as a prime investment locations for potential investors.
2. Literature Review
Regional competitiveness is a concept, which has become increasingly prevalent since the
late 1970’s and has derived from a national level of analysis due to the understanding that
national performance is based on internal regional factors (Porter 2003). Therefore there is a
cohesive understanding of national competition in the sense that “nations compete for world
markets in the same way that corporations do” (Krugman 1996 p.17). In further support of
the idea of national and regional branding, Ham (2001) has identified that any unbranded
state will have difficulty attracting any economic or political attention, therefore stressing the
importance that image and reputation are continuously becoming significant parts of a
regions strategy. Dawley (2007) has identified how the United Kingdom’s competitive labour
and social costs, low corporation taxes, low cost of utilities, favourable exchange rates and a
deregulated environment compare favourably to other countries.
Although the nation is still a core driver of competition, globalisation has encouraged greater
regional autonomy due to the dynamic and integrated environment that regions operate
within. Globalisation “enhances the possibilities of heightened differentiation and local
specialisation” (Scott 2001 p.813) for a broader level of analysis of competition from a
regional perspective. The literature acknowledges the international significance of national
competition however; research has shifted to a focus upon regions as drivers of economic
72
development. Porter (2003, p73) refers to the synergies across national and regional
competition as the “capacity of its industry to innovate and upgrade”. Martin et al (2004,
p.991) suggests that, across all levels of analysis, competition is the “natural law of the
modern capitalist economy” and therefore the drivers of national competition also relate to
regional competition. Despite this understanding there is not a universal definition for
regional competitiveness or the drivers of a competitive region.
However when defining regional competitiveness there are some key themes, the concept is
seen as a regional economy’s ability to create sustainable growth through attracting foreign
direct investment (FDI) or increasing a particular region’s strength in relation to other
localities (Camagni 2002). A region is seen as competitive through its ability to improve the
quality of life of the locality in terms of productivity; export base and strength of human
capital. (Porter 2003; Rogerson 1999; Martin et al., 2004). However, when considered
individually, these variables do not give an accurate representation of regional
competitiveness.
3. Method
In depth interviews were carried with the following stakeholders of Newcastle-Gateshead:
Staff of Local Enterprise Partnerships, who’s main purpose is the economic growth and
improvement of the region, therefore having an insight into current and potential projects
along with recommendations about areas for improvement for the region;
Contacts of Newcastle Gateshead Initiative, who aim to drive tourism along with business
investment to the region, providing clear knowledge in the strengths of the region and its
current businesses;
Staff of universities in the region, who provided an academic and research grounding to
understand the strengths of Newcastle-Gateshead and its unique selling points, which
contribute to successful regional competitiveness.
73
4. Findings
The results suggest that there is an increased cohesiveness between the 7 regions in the North
East as the area has a very fragmented offering to external businesses. The respondents
highlighted that a combined authority of the 7 regions, which allows resources to be shared
and therefore used more effectively and this co-ordination allows access to a greater
population pool for potential re-shoring businesses.
After the regional development agencies were abolished, regions are only just adapting to the
new structures. In 2011 Manchester implemented the Greater Manchester Combined
Authority (GMCA) this is constructed of the 10 regions and has significantly improved the
regions ability to generate economic development. Liverpool, Yorkshire and West Sheffield
have also realised the prevalence of implementing a combined authority and therefore in
order to compete and increase the influence of their respective regions within the context of
the UK.
In addition, the respondents highlighted that having a presence in a location is a contributing
factor for businesses that are looking for further investment opportunities, due to having an
understanding of the region and the externalities associated with it. This is extremely
prevalent in Scotland, were the local authorities suggest that they achieve around 80% of
their new investment from companies who already have a base in the area. NewcastleGateshead therefore could develop their relationship with existing businesses in the region in
order to develop networks and potentially attract supply chain activities or supporting
facilities. The North East offers tax incentives to build office space, which although is
positive, businesses don’t necessarily need to reside in the buildings which leads to empty
buildings across the region driving renting costs down.
5. Conclusion
The research highlights that there is a limitation of potential investment bids due to a lack of
cohesiveness within the North East. Potential bids would improve significantly if resources,
size of the land, population and other competing factors were combined in order to place the
North East along other UK regions. When competing against larger combined regions, such
as Greater Manchester and Birmingham, the North East would benefit from demonstrating
74
that the whole of the area is greater than each individual constituency. The main benefits of
this approach are:
A cohesive proposal from a combined North East authority would increase the
competitiveness of the area in relation to other regions.
An increased competitiveness will allow the North East to bid successfully for investment
activities.
6. References
Camagni, R. (2002). On the concept of territorial competitiveness: Sound or misleading?
Urban Studies, 39(13), 2395-2411.
Dawley, S. (2007). Fluctuating rounds of inward investment in peripheral regions:
Semiconductors in the North East of England. Economic Geography, 83(1), 51-73.
Ham, P. (2001). The rise of the brand state: The postmodern politics of image and
reputation. Foreign Affairs, 80(5), 2.
Krugman, P. (1996). Making sense of the competitiveness debate. Oxford Review of
Economic Policy, 12(3), pp. 17-25.
Martin, R., Kitson, M., & Tyler, P. (2004). Regional Competitiveness. Abingdon: Routledge.
Porter, M. (2003). The economic performance of regions. Regional Studies, 37(6-7), 545-546.
Rogerson, R. (1999). Quality of life and city competitiveness. Urban Studies, 36(5), 969-985.
Scott, M. (2001). Mapping key words to problem and solution. Patterns of Text: in Honour of
Michael Hoey, 109-127.
75
Session 6
Place and Heritage
76
Thinking and Re-thinking about Places: Dark Heritage Sites
Professor Audrey Gilmore, Roxana Magee, Dr Andrea Reid and Lisa Harkness,
Ulster University, N. Ireland.
Email contact: aj.gilmore@ulster.ac.uk
The purpose of this paper is to investigate the challenges for marketing management at dark
heritage sites. It is well recognised that places need to differentiate themselves in order to
form a unique selling proposition so that they can ‘secure visibility to the outside and
reinforce ‘local identity’ to the inside’ (Columb and Kalandides, 2010: 175).
There is
growing interest in the heritage associated with pain and shame at both international and
national levels (Logan and Reeves, 2009). This brings with it considerable challenges for
marketing and management at dark heritage sites, places and institutions that stand as legacy
to painful periods in history; massacre and genocide sites, places related to former penal
institutions, prisoners of war, battle fields and many more. During the post-war period the
main functions of dark heritage sites were closely aligned to the needs of the survivors and
their families, to mark and secure sites as ‘witnesses’ to the atrocities committed and to warn
further generations against similar events. In more recent times, many survivors have passed
away, revisionist tendencies and other unsettling world event have occurred, together with an
increasing number of new generation visitors.
Overall dark heritage sites offer society a place to reflect on moral codes and issues and the
role of such sites has been to enlighten society about the atrocities of the past and strengthen
society’s commitment to humanistic values. However there has been growing scepticism of
the ‘pertinence of the connection between the history of the holocaust and issues of human
rights’ (Mauthausen Memorial Bulletin). Some argue that there is a danger of distorting
history when it is used as a means to acquire ethical lessons. To arrive at certain educational
goals the symbolic meaning of past atrocities may be misused, thus depreciating and
contradicting the true meaning of the events.
77
In the past, site managers have focused primarily on preserving physical structures and
remnants of sites. More recently they have recognised the need to adopt a role of facilitator
and co-creator of social communication and cooperation. The success of a site relies in part
on the visitors’ engagement and power to co-create and innovate value for themselves, others
and society, that is the visitor is situated within the process of on-going product and service
co-creation. Careful co-creation of value and relevance needs to occur between the site and
the visitor at dark or sensitive heritage sites. There is a need for a sensitive approach to
managing sites and providing the setting for visitor experience. A sensitive approach needs
to balance the need to learn from the past while acknowledging that not everyone can or will
learn in a similar way. It is a complex process where visitors and staff can be encouraged to
learn from each other; site managers and visitors with different backgrounds, culture and
histories can contribute by facilitating the process and scene setting.
Conceptualising dark heritage sites as servicescapes where visitors seek to understand and
interpret past events is a useful means of encapsulating the total experience and illustrating
the managerial challenges in delivering a continuum of experience. Responding to Bitner’s
(1992) call to move beyond a consumption setting’s physical dimension and to consider the
less tangible dimensions present within a consumption setting, Rosenbaum and Massiah
(2011) conceptualized an expanded servicescape framework that adopts a multi-disciplinary
approach, considers the consumption setting holistically and illustrates the confluence of
environmental stimuli and their components that influence customer behaviour and social
interaction (O’Dell & Billing, 2010).
Rosenbaum and Massiah’s
(2011)
expanded
framework treats the servicescape holistically, comprising of not only the setting’s physical,
built and manufactured dimension already scrutinised by Bitner (1992), but also of the social
(i.e. human), socially symbolic and natural dimensions
that together “act in unison to
influence customer behaviour” (Rosenbaum & Massiah, 2011, p.481).
While recognising the fundamental relevance of the physical, natural and social aspects of a
site, the socially symbolic dimensions are of crucial importance to the management of dark
heritage sites as they will underpin the servicescape setting for potential transformative
service experiences (Rosenbaum et al, 2011). Although the physical environment can be
experienced in relation to three separate and concurrent dimensions, instrumentality,
aesthetics and symbolism, ‘any aspect of the environment has a symbolic meaning and
78
cannot be categorised merely as an ambient or space function category’ (Rafaeli and VilnaiYavetz, 2004, p.671).
Thus it is difficult to separate the different dimensions of the
servicescape. For example, any element of the environment (such as a barbed wire fence, a
gas chamber or railway) will have a symbolic meaning in addition to being part of the
physical environment or artefact, therefore heritage servicescapes can be considered partly
ambient, partly functional and partly symbolic. Given the importance of ‘emotion as a critical
element of artefact sense making’ (Rafaeli and Vilnai-Yavetz, 2004, p.671), visitors response
to the physical environment is particularly relevant to dark heritage sites which are saturated
with symbolic meanings and associations.
Dark heritage sites have been described as dystopian places, representing the worst elements
of human nature or specific societies. They are also recognised as places where the living
meet the dead, as sacred places and burial grounds. Thus the historical heritage, artefacts and
material evidence are central to site management. However each site’s historical remnants do
not speak for themselves but first be made legible through explanatory labelling and most
often through historical experiences is widely accepted by academics and industry
practitioners in this field (Perz, 2013). The challenge for site managers is that visitors are not
passive recipients of information but come to sites with social, psychological and cognitive
baggage. The national origin and social norms of visitors, age and level of maturity and
previous encounters with the relevant history at home, peer groups and at school have a
crucial influence on their motivation and outlook. Thus this study focuses on the opinions and
perceptions of site managers at dark heritage sites which have begun to focus on visitor
engagement and the education of a new generate of visitors.
Methodology
Empirical research using Rosenbaum and Massiah’s (2011) adaptation of Bitner’s (1992)
original servicescape framework is currently being carried out at four World War II heritage
sites. Data collection is guided by the conceptual framework built from the literature based
on the physical, natural, social and social symbolic dimensions of site servicescapes.
Research includes in-depth interviews with key site managers, representative and other site
staff (heads of education, interpretation, and research-related work and guides). Forty indepth interview have been carried out, both on-site and online with managers and site
79
representatives. The in-depth interviews were guided by a research protocol and lasted from
2-3 hours and followed a semi-structured format while adopting a flexible approach during
the interview. Analysis of the transcripts are currently being carried out.
References
Columb, C. and Kalandides, A., (2010) “’The be Berlin campaign’: old wine in new bottles
or innovative form of participatory place branding?’, in G. Ashworth, and M. Kavaratzis
(eds) Towards Effective Place Brand Management: Branding European Cities and Regions
pp. 173-90. Cheltenham/Northampton, Uk: Edward Elgar.
Auschwitz- Birkenau Memorial and State Museum (2012) Auschwitz- Birkenau Memorial
and State Museum Report 2012. Auschwitz- Birkenau w Oswiecimiu.
Bitner, M.J. (1992) Servicescapes: The impact of physical surroundings on customers
and employees. Journal of Marketing. Vol. 56 No.1 pp. 57-71.
Dachau Concentration Camp Memorial Site (2013) Introduction. Available from:
http://www.kz-gedenkstaette-dachau.de/index-e.html.
Durr, C., Lechner, R., Wahal, N. and Wensch, J. (2013) The New Exhibitions at the
Mauthausen Memorial. Concept and Curation. In: Holzinger, G and Kranebitter, A. eds.
Mauthausen Bulletin. The Mauthausen Concentration Camp. The Crime Scenes of
Mauthuasen- Searching for Traces. Room of Names. Mauthausen: Federal Ministry of the
Interior. pp.17-22.
Lennon. J. and Foley, M. (2000) Dark Tourism: The Attraction of Death and Disaster.
London: Continuum.
Logan, W. and Reeves, K. (2009) Places of Pain and Shame. Dealing with Difficult Heritage.
Oxon: Routledge.
Mauthausen Memorial. (2013) Mauthausen Bulletin. The Mauthausen Concentration Camp.
The Crime Scenes of Mauthuasen- Searching for Traces. Room of Names. Mauthausen:
Federal Ministry of the Interior.
Perz, B. (2013) Exhibiting the Concentration camp. Old and New Historical Exhibitions at
Mauthausen. In: Holzinger, G and Kranebitter, A. eds. Mauthausen Bulletin. The Mauthausen
Concentration Camp. The Crime Scenes of Mauthuasen- Searching for Traces. Room of
Names. Mauthausen: Federal Ministry of the Interior. pp.23-29.
Rafaeli, ~A. and Vilnai-Yavetz, I., (2004) Emotion as a connection of physical artefacts and
organisations, Organisation Science, 15, 6, Nov-Dec, pp.671-686.
Rosenbaum, M.S. and Massiah, C. (2011) An expanded servicescape perspective. Journal of
Service Management. Vol.22 No.4 pp.471-490.
80
Conceptualising the Value of Mixed Reality for Enhancing Visitor
Experience at Heritage Places
Dr Timothy Jung and Dr M. Claudia tom Dieck
Manchester Metropolitan University
Corresponding author:t.jung@mmu.ac.uk
Pine and Korn (2011, p. 1) are on the forefront identifying opportunities of mixed realities,
combination of augmented reality and virtual reality, for consumers’ value enhancement and
revealed eight realms in the Multiverse including “reality, augmented reality, alternate reality,
warped reality, virtuality, augmented virtuality, physical virtuality, and mirrored virtuality”.
In each of these realms, consumers receive value from some type of technology that enhances
their lives and thus businesses and places need to reach through these realms in order to
identify new opportunities of adding more value to consumers. In the visitor experience
context, mixed realities are changing the way tourists experience environments when visiting
places. Augmented reality has previously been proven to enhance experiences through the
overlay of digital information into visitors’ immediate surroundings (Han et al., 2014; Jung et
al., 2015; tom Dieck et al., 2015) whilst virtual reality was found to provide tourists and
visitors with rich information and experience with a focus on trip planning before visiting
destinations (Huang et al., 2015). However, a focus on the experience of mixed realities while
visiting places is scarce (Jung et al., 2016). Particularly in the context of heritage places such
as UNESCO World Heritage Sites, Cranmer et al. (2016) found latest technologies enable an
enhancement of the visitor experience through interactive, informative and enjoyable
information without interfering with nature and traditional landscapes. Therefore, the aim of
this paper is to conceptualise how a heritage place such as UNESCO World Heritage Site can
add value to the visitor experience through the inclusion of mixed realities.
81
In 2011, Pine and Korn proposed the realms of multiverse (Figure 1), a model which
proposed that experiences occur around space, time and matter axes. Each of the eight realms
of the model has its roots in reality which is positioned in the real place at the actual time and
matter. The present study focuses on augmented reality, which is according to Pine and Korn
(2011), moves a bit further ahead to the no matter spectrum due to the provision of digital
information at the actual time of experience within a real space as well as virtual reality
which moves a bit further and provides visitors and consumers with experiences in a virtual
space in a more autonomous time. According to Stone (2015), there has been a wide range of
studies describing the potential contributions of new and innovative interactive digital
technologies to the preservation, understanding and interpretation of sites, artefacts and
events over the past decade. In this paper, it is proposed that in the case of UNESCO World
Heritage Sites, the model of the realms in the multiverse can be applied to stage augmented
and virtual experiences while visiting the real heritage places in order to enhance visitor
experiences. In particular, non-accessible sites can be made accessible through the staging of
a virtual experience. This is proposed to add value to the heritage places through an enhanced
service offering providing enhanced information without compromising on original places
(tom Dieck & Jung, 2016) as well as visitors experience and perceived value (Cranmer et al.,
2016). In particular, augmented reality as a tool can be used to provide digital (no-matter)
content on heritage places and natural objects (matter) in real-time and real places. On the
other hand, virtual reality can provide a digital experience in real-time or in autonomous time
on real space using a virtual space. Hence, heritage places are enabled to utilise the full
spectrum displayed in Figure 1 to provide their visitors with an enhanced experience of their
place.
In this short paper, the case of Geevor Tin Mine museum, a UNESCO World Heritage
recognised site, is used as an example to show how the realms of multiverse can be used to
enhance the visitor experience with a specific focus on reality, augmented reality and virtual
reality and how these three interlink. Geevor Tin Mine museum is located in Cornwall, UK,
and has a broad target market from school groups to senior visitors. Consequently, the need
for the creation of enjoyable and interactive as well as accessible content is one of the
priorities in terms of visitor experience.
82
Time
(Actual)
Actual
Events
Matter
(Atoms)
Material
Substances
Space
No-Space
(Real)
Real
Places
(Virtual)
Virtual
Places
No-Matter
(Bits)
Digital
Substances
No-Time
(Autonomous)
Autonomous
Events
Fig.1. The Multiverse (Pine and Korn, 2011)
Geevor Tin Mine museum as a place spreads over a large natural area directly at the ocean
and the experience include the exploration of old machinery and mines. However, due to the
World Heritage Status, information signs are limited for preservation purposes. Augmented
reality provides an ideal tool to provide enjoyable, informative and interactive information
overlaid into visitors’ direct vision without compromising on the museum and its natural
surroundings while adding to the value creation process. Virtual reality can be used to help
explore non-accessible sites such as mines as well as enable young children, senior visitors or
disabled visitors to explore the underground mines which otherwise would be hidden.
Overall, the use of mixed realities while visiting heritage places can help to overcome
accessibility issues, preserve natural places as well as enhance the visitor experience allowing
for a fuller and more immersive way of visiting places. The present study proposed how
mixed reality could add value to enhance the experience at heritage places. Implementing a
mix of digital technologies is expected to create value for visitors and therefore, future
research and case studies are required to develop mixed (augmented and virtual) reality
applications to test the enhancement of the visitor experience.
83
References
Cranmer, E., Jung, T., tom Dieck, M.C., & Miller, A. (2016). Understanding the Acceptance
of Augmented Reality at an Organisational level: The Case of Geevor Tin Mine
Museum, In Information and Communication Technologies in Tourism, Springer:
Heidelberg.
Han, D. I., Jung, T., & Gibson, A. (2013). Dublin AR: Implementing Augmented Reality in
Tourism. In Information and Communication Technologies in Tourism 2014 (pp. 511523). Springer International Publishing.
Huang, Y.C., Backman, K. F., Backman, S. J., & Chang, L. L. (2015). Exploring the
Implications of Virtual Reality Technology in Tourism Marketing: An Integrated
Research Framework. International Journal of Tourism Research.
Jung, T., Chung, N., & Leue, M. C. (2015). The determinants of recommendations to use
augmented reality technologies: The case of a Korean theme park. Tourism
Management, 49, 75-86.
Jung, T., tom Dieck, M.C., Lee, H., & Chung, N. (2016). Effects of Virtual Reality and
Augmented Reality on Visitor Experiences in Museum, In Information and
Communication Technologies in Tourism, Springer: Heidelberg.
Pine, J., & Korn, K. (2011). Infinite Possibility: Creating Customer Value on the Digital
Frontier, Berrett-Koehler Publishers, San Francisco.
Stone, R. (2015). Virtual and Augmented Reality Technologies for Applications in Cultural
Heritage: A Human Factors Perspective. Furnace, 2, 1-18.
tom Dieck, M. C., & Jung, T. (2015). A theoretical model of mobile augmented reality
acceptance in urban heritage tourism. Current Issues in Tourism, 1-21.
tom Dieck, M. C., & Jung, T. (2016). Value of Augmented Reality to enhance the Visitor
Experience: A Case study of Manchester Jewish Museum, eReview of Tourism
Research, 1-5.
84
Session 8
85
Dreamed a dream by the old canal: a narrative on recreational space
Dr Julia Fallon and Dr Nicola Williams-Burnett
Cardiff Metropolitan University
Corresponding author email: jfallon@cardiffmet.ac.uk
This paper will address the narrative of the UK canals. To do this, there will be a discussion
about this physical space outlining its use and interpretation. This discussion is an interesting
one because there is a contrasting light and dark narrative and this will be explored alongside
the explanation of how these spaces have been viewed differently over time and why. This
contrasting narrative therefore creates challenges for those responsible for the management
and marketing because this challenging space is also used by multiple user groups with
conflicting demands on the space. One organisation manages the multipurpose by
describing these spaces as places of escape (https://canalrivertrust.org.uk/).
The idea that canals should be places of escape is endorsed by research undertaken by Visit
Britain who record that the countryside and green spaces are significant for tourists. There
are many authors that discuss the joys of the outdoors but Greenbie (1981:469) is noted for
his description of ‘ congenial places offering contact with nature, animal, vegetable and
mineral’ providing the ‘opportunity to have a good time just being alive ‘ within an
‘environment of earth and sky, plants and water, with space to reflect’.
Reaching the point where over 2000 miles of canals are used for recreational purposes has
been a slow and difficult process. There has been a great deal of campaigning and persistence
but we are now able to see the canals used in a variety of ways and where their contribution
is valued to be worth £34 million to the UK economy. This has required both public and
private sector investment, in the form of restoring buildings for new purposes for example
adapting former warehouses in Gloucester to the National Waterways Museum.
86
There is in reality a mixed group of stakeholders involved with what Warner (2007) describes
as multi-stakeholder participation. Thee stakeholders include Boaters, anglers, canoeing and
kayaking, wildlife enthusiasts and walkers. Historians, industrial archaeologists transport
specialists, artists, community developments Museums and attractions, restoration, heritage.
These enthusiasts –often with overlapping interests- have significant ‘emotional connections
to a particular place’ (Timothy and Boyd 2003:16) and their feelings run high. There is
narrative around those that have power and influence (Dicks 2000).
Unsurprisingly, this mix of people and their needs is not without controversy. There is a
strong volunteering community that has been pivotal in the restoration of the canals and as
Black and MacRaild (2000:60) indicated this ‘obsession with the technology of the Industrial
Revolution…still holds a powerful place today’. This so-called obsession has been developed
to such an extent it has led to some seeing the reconstruction of the past as commoditising for
entertainment (Graham, Ashworth and Tunbridge, 2001). There can be no doubt however that
using the historical past for economic gain is beneficial for both tourism and regeneration and
the heritage industry is now integral to the British economy.
There can be no doubt that water is a draw and this was confirmed within the tourism
literature by Jansen-Verbeke (1986 cited in Page (1994) seeing the water as a primary feature
in attractions. However the draw of the water can be of different kinds depending upon its
location and condition and so there is a much murkier side and this can be seen in the canal
context in news reports. Canals have been rubbish dumps and seen with ‘the traditional
image as repositories for stolen shopping trolleys and empty beer cans’ (Milmo 2004). Water
has been feared - it can be seen as lethal and dirty, and Smith sees this kind of view
dominating the treatment of the development of the city today (Smith 1996). He believes that
concerns about crime are uppermost in the minds of modern citizens (Smith 1996), and have
been avoided, becoming space for people unwelcome elsewhere. Meaning that they have
often become spaces for the most economically disadvantaged who also have the least access
to nature (Soper 1999). Writing in 2000, Aaranovitch gives a picture of the Grand Union
Canal by saying that the ‘The drunks and murderers will not put in an appearance until
nightfall; I imagine when lots of dreadful things will happen next to the canal. Over half of
all dismembered bodies discovered in TV cop shows are fished white and dripping, out of
urban waterways’.
87
To explore the thinking and rethinking of the narratives about the canals, a mixed method
research approach will be taken. Sources used will be taken from libraries where in particular,
archived oral history interviews will be sought for their personal accounts revealing
perceptions of place. This research approach will therefore include an ethnological approach
that is, drawing from both history and sociology and in particular using life-history interviews
from older informants where there will reveal rich data in their ‘letters, autobiographies and
in a life-story interview’ (Thompson 2000:62). To contextualise the research the case study
method advocated by Yin (2003) will bring together the mix of materials including the voices
of canal stakeholders, past and present. Lofland’s (1995) guidance is helpful, in that a
framework for the field work is provided in getting close to the circumstances of the study,
capturing what the people and place indicates are the facts, description of the interaction and
settings and a collection of data to include direct quotations.
In order to illustrate perceptions and thinking about the management and marketing of canals
over time, the village of Alvechurch, Worcestershire will be used. This village is south of
Birmingham and has its own canal marina offering boating holidays. On the Birmingham
border, the area has become part of the city commuter belt and the village size is growing.
The proposed research paper will make a contribution to the body of knowledge in that the
many layered role of the canals will be explored further. It is hoped that the individual case
will stand alone but may also be compared and contrasted and will include the consideration
of a number of aspects for example, funding and influence. The findings will be collated
identifying themes alongside chronological developments. This analysis will demonstrate
how the spoken word and perceptions of space can provide a socio-cultural history of space.
The multi-stakeholder perceptions and activities will also demonstrate the tensions and power
balances in the management and marketing of recreational leisure.
88
References
Aaranovitch D (2000) Paddling to Jerusalem: an aquatic tour of our small island Fourth
Estate, London
Black, J and MacRaild, D M (2000). Studying History. 2nd Edition. Macmillan, London
Dicks B (2000) Heritage Place and Community University of Wales Press, Cardiff
Graham, B, Ashworth, GJ and Tunbridge, JE (2000). A Geography of Heritage, Power,
Culture and Economy. Arnold, London.
Greenbie, BB (1981) Spaces Dimensions of the Human Landscape. Yale University Press,
New Haven and London.
Lofland J and Lofland LH (1995) Analysing Social Settings: A Guide to Qualitative
Observation and Analysis, 3rd Edition. Wadsworth Publishing Company, Belmont,
California.
Milmo, C (4/8/04). ‘Wildlife Secrets of Urban Canals to Be Revealed’. The Independent
Page, S (1994) Transport for Tourism. Routledge
Soper, K (1999)The Politics of Nature: Reflections on Hedonism, Progress and Ecology
Capitalism, Nature, Socialism. 10 (2). June 1999
Thompson, P (2000). The Voice of the Past. 3rd edition. Oxford University Press, Oxford.
Timothy DJ and Boyd SW (2003) Heritage Tourism Pearson Education Ltd, Harlow
Yin, RK (2003) Case Study Research: Design and Methods 005. (Applied Social Research
Methods) Sage, London.
89
‘Cardiff means one thing, Wales means a lot’
International business tourists’ perceptions
of national and capital city brands
Dr Heather Skinner
Institute of Place Management
heatherskinnercorfu@gmail.com
Introduction
Business tourism remains a significant (Bradley, Hall and Harrison, 2002; Kotler, Haider and
Rein, 1993) but relatively under-researched area in the travel and tourism literature
(Hankinson, 2005; Oppermann, 1996). Also referred to as the meetings, incentives,
conferences and exhibitions (MICE) market, business tourism tends to be centred around
national capital cities (Skinner and Byrne, 2009). There has been some previous relevant
research undertaken, seeking to explore ‘the way the marketing of a national capital city for
business tourism both influences, and is influenced by, the marketing of the nation itself’
(Byrne and Skinner, 2007:55), especially as it is understood that a nation brand proposition,
usually designed to serve general leisure tourism markets may not be as effective when
targeting business tourists to its capital city. The theme of any MICE event is the main
motivating factor, but it is also recognised that business tourists may be motivated to initially
visit an event in a particular destination out of novelty and curiosity (Russet, 2000) and that
they may then return again to a destination as leisure tourists. However, the idea of a business
tourist being motivated to attend an event in a particular destination in order to also engage in
leisure pursuits has usually been found to be less of an identified factor when research has
been undertaken with business tourists (Happ, 2015), yet this is a key issue of interest in this
paper, particularly where the place brand image attributes of that tourist’s business and
leisure destinations may differ not only in the way these are communicated but also in the
way they are perceived.
Previous research into these issues relating to the Republic of Ireland and its capital city
Dublin was based on an analysis of data collected via questionnaires completed by business
tourism delegates at the 2005 Academy of Marketing Conference (Byrne and Skinner, 2007).
The aim of this paper is therefore to consider these same issues in relation to another country
90
(Wales) and its capital city (Cardiff), and similarly is based on an analysis of data collected at
the Academy of Marketing Conference held in Cardiff, Wales in 2013.
Method
Data were gathered through self-completion questionnaires from 66 delegates attending the
Academy of Marketing Conference held in Cardiff in 2013. The questionnaire incorporated
both qualitative and quantitative features, mixing both open and closed questions, and would
thus entail a mix of analysis techniques. Choice of destination was purposive, and to some
extent based upon convenience as the author was involved in organising the conference and
thus could easily distribute and collect the questionnaires.
Discussion of Findings
The conference destination itself was of some concern to only 78% of delegates, with 21%
responding that it was of no concern at all. Issues relating specifically to the destination when
identified by delegates were consistent with the extant literature (Hankinson, 2005) namely:






Destination Accessibility
Associated Expense and Costs
Destination Image: Attractiveness and Appeal
The Novelty of a Destination
Destination Culture
Destination Safety and Security
The conference destination nation (Wales) was of significant or some influence on only just
under half of delegates’ decisions to attend the event (49%), compared with the influence of
Cardiff, its capital city on 58% of delegates. Table 1 identifies the characteristics respondents
reported as distinguishing a nation and its capital city as an international conference
destination (ranked according to frequency mentioned in open-ended qualitative responses):
Table 1: Characteristics defining an attractive conference destination
Ranking
Characteristic
#1
Culture & History
#2
Friendliness and Welcome of Local Population
#3
Entertainment and Recreation Possibilities
#4
Destination Image: Attractiveness and Appeal: Cardiff
#5
Accessibility
#6
Language
#7
Destination Image: Attractiveness and Appeal: Wales
91
31% of respondents had arrived early to the event, with just over half of these (55%)
spending just one day in Wales before the conference, 58% of whom had come for general
tourism rather than business purposes. Post-event, 28% of delegate respondents indicated that
they would spend additional time in Cardiff or Wales after the conference had ended, over
47% of whom planned to stay for more than one day, 84% for general tourism rather than
business purposes.
The brand attributes of the capital cities were deemed to be more limited than that of the
nation (Table 2 - by frequency mentioned in open-ended qualitative responses).
Table 2. National and capital city brand attributes compared
Rank Perceived attributes of Wales
Rank Perceived attributes of Cardiff
1.
Rural; Scenic; Countryside
1.
Entertaining; Lively
2.
Different types of experience
2.
Cosmopolitan
3.
Fewer amenities
3.
Accessible
4.
Cultural Capital
5.
Infrastructure
For example, one delegate put it thus: “Wales is a country, Cardiff is a city. Cardiff means
one thing, Wales means a lot”. Moreover, the nation was seen to be more scenic and rural,
with the capital city being described as more cosmopolitan, lively and easier to access:
“Cardiff seemed more cosmopolitan than I had pegged Wales to be”.
Conclusion
After the theme of the event itself, a conference destination is indeed one of the significant
influences in a business tourist’s decision to attend an event, and can also be a deciding factor
to not attend, especially if the destination is perceived as difficult to get to, expensive, and if
the destination image is unattractive, with little cultural appeal, and is perceived as unsafe.
However, one factor that has received little attention in the literature to date is the attraction
of novelty, a place a business tourist may not have visited previously and may indeed never
have decided to visit had it not been that a MICE event was taking place. Thus, while the
major nations and capital cities that host many such events will probably continue to do so,
particularly as they may be highly accessible, with good conference infrastructure, and
international transport links, the novelty of a destination that may not be so highly ranked in
terms of number of MICE events held, can be a positive attribute on which to promote and
92
encourage attendance at an event. There also appears to be a need for better co-ordination
between the promotion of business tourism capital city and host nation by DMOs to
positively affect the cross-over between business and leisure tourism during the same visit.
Possibly also encouraging a better understanding of the diversity of the destination as a
whole, with event planners being encouraged to organise more trips and delegate activities
further afield, away from the main conference venue. Taking delegates to participate in
activities or visit places of interest even outside of the destination city may not be detrimental
to the overall delegate experience, even if the facilities outside of the city are not as highly
developed, because delegates have recognised that while a destination capital city may be
more lively, entertaining and cosmopolitan, they also recognise the charm associated with the
wider host nation’s rural and scenic landscape, and these broader destination image attributes
are also perceived as positive by business travellers.
References
Bradley, A., Hall, T., and Harrison, M. (2002) ‘Selling Cities Promoting New Images for
Meetings Tourism’, Cities 19(1), pp.61-70.
Byrne, P. and Skinner, H. (2007) ‘International business tourism: Destination Dublin or
Destination Ireland?’, Journal of Travel and Tourism Marketing, 22(3/4), pp. 55-65.
Hankinson, G. (2005) ‘Destination brand images: a business tourism perspective’, Journal of
Services Marketing, 19(1), pp.24-32.
Happ, E. (2015) ‘Consumer behaviour study on international Conference tourism in
Hungary’, International Journal of Sales, Retailing and Marketing, 4(2), pp.108-119.
Kotler, P., Haider, D.H., and Rein, I. (1993) Marketing Places: Attracting Investment,
Industry and Tourism to Cities, States and Nations, Free Press
Oppermann, M. (1996) ‘Convention Destination Images: Analysis of association meeting
planners perceptions’ Tourism Management, 17(3), pp. 175-182.
Russet, M. (2000) ‘One meeting, one world’, Successful Meetings, July / Supplement, pp.310.
Skinner, H. and Byrne, P. (2009) ‘International Business Tourism: the case of Dublin’, In:
Maitland, R. and Ritchie, B. (Eds) (2009), City Tourism: National Capital Perspectives,
Oxfordshire: CABI, Chapter 13
93
Hosting Events as a Tool for
Re-Branding and Restoring Destination Image
Professor Eli Avraham
University of Haifa, Israel
eavraham@com.haifa.ac.il
1. Introduction
Many destinations around the world labor under a negative image that proves a barrier to
attracting tourism, businesses and investments. Several authors have explored various
strategies used by marketers to re-brand and restore a positive image to their destination (See
list: Avraham & Ketter, 2008; 2016). Prominent among the many strategies these authors
identified was a tendency of destination marketers to host various kinds of events. The
strategy of “hosting spotlight events” is used to attract various visitors in the hope that this
will lead to an improvement in the destination’s public image. In addition to attracting
audiences and opinion leaders, spotlight events focus the media's attention on a particular
location for a short, concentrated period, allowing the host destination to promote certain
chosen images that can serve to improve a negative image, create positive news, and shift
international media attention from a negative to a positive portrayal of the destination
(Kaplanidou et al., 2013; Avraham & Ketter, 2008; 2016).
The goal of this article is to expand knowledge of the strategy of “hosting spotlight events”
and to ask what kind of events are hosted by place marketers to reverse a negative
destination image, and analyze the advantages or byproducts of hosting such events are.
While most previous studies are actually individual case studies on the effect of hosting one
event on specific destination image (Kaplanidou et al., 2013), there is a shortage of broadbased studies that analyze numerous case studies. By using a large number of case studies,
this study aims to reach general conclusions and insights (Erfurt & Johnsen, 2003).
94
2. Theoretical background: Marketing during crisis and image restoration
International tourism is a highly competitive, dynamic and trend-leading market. To
cultivate a positive destination image, maintain market share and attract tourism, places must
allocate resources for various marketing tools such as advertising, public relations, sales
promotion, social media and events. In tourism, marketing is used to shape the market’s
demand and affect the behavior, motivations and decision-making process of potential
visitors. By delivering well planned marketing messages, local and national decision makers
can create a positive, rich and favorable image and enhance their competitive position
(Baker, 2007). Destination marketers strive to promote a positive image of their tourism
destination region. However, destination promotion can be undermined because places
encounter difficulties and crises due to external factors including, natural disaster, war,
terror attack, crime waves, and political tensions. Such occurrences keep potential visitors
from the destination (Richie, 2009).
3. Methodology
The purpose of this study is to summarize knowledge accumulated around the strategy of
“hosting an event” used by marketers to restore destination image. Accordingly, data were
collected from a variety of media and means such as places' websites, newspaper websites
(such as New York times and Ha’artez), tourism news websites (eTurbo news - eTN),
international tourism journals and academic articles. This study utilizes qualitative analysis,
based on a semiotic interpretation of texts. To expand our knowledge of the strategy of
hosting events as a tool for image improvement, the following research questions need to be
answered:
RQ1
What kind of events do marketers host to re-brand and repair a negative destination
image?
RQ2
What goals do destinations marketers hope to achieve by hosting events?
The cases covered by this study are primarily events hosted in places that experienced an
immediate or prolonged image crisis. Events hosted by a “regular” destination without an
image problem were not included.
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4. Findings and discussion
The findings distinguish seven kinds of events aimed to correct a destination’s negative
image by hosting events: (1) mega sporting events, (2) sporting events, (3) cultural events,
(4) events that brand a destination contrary to the stereotype, (5) events for opinion leaders
and celebrities, (6) conferences and conventions, (7) events that convert negative
characteristics into positive. This article has considered which events destinations hosts to
restore their image. The findings indicate that hosting events is a popular strategy among
marketers of places that suffer from an immediate or a prolonged image crisis. These
marketers can choose from seven types of events that can help them in their difficult mission
to market a place which suffer from stereotypes, generalizations and negative labeling.
Kaplanidou et al. (2013) distinguish “hard” structures with an event-hosting impact from
“soft” structures. The hard structures include sports and culture infrastructure-related
projects, performance halls, construction of roads, bridges, parking spots and many more
developments. The soft structures are mainly intangible benefits such as governance
reforms, positive media coverage, attracting opinion leaders and self-image improvement.
Without doubt, we can add to the list of "soft" structures the repair of the negative image of
places that experienced an immediate or prolonged image crisis. Should every place with a
negative image host an event? In principle, an event can apparently help to improve a
destination's negative image, but it cannot serve as a magic potion. At the same time, the
conduct of the event must be highly professional; otherwise the place's image may be
damaged further.
References
Avraham, E., & Ketter, E. (2016). Marketing tourism for developing countries: Battleing
streotypes and crises in Asia, Africa and the Middle East. London: Palgrav Mcmillian.
Avraham, E., & Ketter, E. (2008). Media Strategies for Marketing Places in Crises:
Improving the Image of Cities, Countries, and Tourist Destinations. Oxford, UK:
Butterworth Heinemann.
Baker, B. (2007). Destination branding for small cities. Portland, USA: Creative Leap
Books.
96
Erfurt, R. A., & Johnsen, J. (2003). Influence of event on a destination’s image: The case of
the annual meeting of the World Economic Forum (WEF) in Davos, Switzerland. Tourism
Review, 58(4), pp. 21-27.
Kaplanidou, K. K., Karadakis, K., Gibson, H., Thapa, B., Walker, M., Geldenhuys, S., &
Coetzee, W. (2013). Quality of Life, Event Impacts, and Mega-Event Support among South
African Residents before and after the 2010 FIFA World Cup. Journal of Travel Research.
Ritchie, B. W. (2009). Crisis and disaster management for tourism. Bristol: Channel View
Publications.
97
Session 9
98
Christian Destination Images of the Holy Land: A Reflection of Ideology
and Theology in Travel Itineraries of Pilgrimage Groups
Dr Amos S. Ron
Ashkelon Academic College, Israel
amosron@gmail.com
Introduction
Travel literature is an important genre for the study of destination images, in general, and
destination images of the Holy Land, in particular. Some of the well-known “traditional” preinternet subgenres of travel literature include postcards, tourist maps, tourist brochures, guide
books, travel books and journals, travel paintings and illustrations, and personal diaries.
A rich body of research has been dedicated to the study of postcards (Cohen, 1995; Kennedy,
2005), tourist brochures (Andereck, 2005; Dann, 1996), tourist maps (Collins-Kreiner, 2005;
Farias, 2011), guide books (Barthes, 1972; Gilbert, 1999), travel books (Lindsay, 2010;
Speake, 2003), travel paintings and illustrations (Aiken, 2010; Bendiner, 1983), personal
diaries (Chaney, 2000; Towner, 1985), and even visitors’ books (Noy, 2015; Stamou &
Paraskevopoulos, 2008). Contemporary travel itineraries, however, are a forgotten subgenre
which the academic world knows very little about, hence the relevance and importance of this
research.
An itinerary (itinerarium in Latin) is defined as a “travel plan – where you will go and when
you will be there” (http://www.vocabulary.com/dictionary/itinerary). On the one hand,
itineraries are meant to be precise and simple texts that focus on information about the
destination; on the other hand, a closer observation reveals their underlying form, that of a
much deeper text that reflects the theological, ideological, and cultural worlds of their
writers/authors and readers.
This research focuses on travel itineraries of organized Christian pilgrimage groups from
English speaking countries to the Holy Land, and suggests that they have at least three
pragmatic purposes: instructional, promotional, and theological-ideological.
99
a. Itineraries as instructions. As instructional texts, itineraries supply information
deemed relevant by their authors for the execution of a particular travel. Like other
types of itineraries that are common in contemporary tourism settings, those that serve
organized pilgrimage groups detail the group’s travel plan: the duration of the trip as a
whole, and the spatio-temporal arrangement according to which the sites will be
visited. As its definitions suggests, the term “itinerary” encompasses the travel plans
(described in future tense), and the actual travel route (described in present or past
tenses).
b. Itineraries as tour promoters. The genre of travel itineraries never serves merely as
instructional material. In addition to its explicit informative and instructional
functions, these itineraries also serve as promotional multimodal texts (texts that
intricately combine words and images, see Kress, 2009). Most of the itineraries
studied in this research circulate in church congregations, community centers and as
promotional digital literature before any particular trip is planned, and serve to infuse
enthusiasm and ignite the motivation to travel. Similar to promotional material that
circulates within the tourism industries more broadly, multimodal promotional
itineraries possess a strong graphic/visual aspect. In the case of pilgrimage groups this
includes picturesque and meaningful photographs and biblical passages, decorated
quotes by church leaders, and testimonies of famous past pilgrims, such as St. Jerome
and the Pilgrim from Bordeaux in the Byzantine period, and contemporary famous
pilgrims like the Pope (for the Roman Catholics) and the President of the Church of
Jesus Christ of Latter Day Saints (for the Mormons).
c. Itineraries as theological and ideological promoters. Perhaps the most intriguing
function that pilgrimage travel itineraries serve is theological and ideological. At stake
here are texts, images, and multimodal combinations thereof that focus on and
highlight spiritual and religious themes that do not serve informational or instructional
purposes. In other words, beyond the pragmatic functions of detailing the planned
spatio-temporal arrangement of the trip and promoting the very idea of pilgrimage
travel, these itineraries delineate the core spiritual and religious belief and
commitments of a specific group (or denomination) of Christian pilgrims.
This presentation will elaborate on destination images as perceived from the analysis and
interpretation of travel itineraries of English speaking Christian pilgrimage groups, belonging
100
to various denominations, travelling from various destinations to the Holy Land (mainly from
the USA, Canada and the UK). The methodology is qualitative, and consists of an analysis
and interpretation of the itineraries – their texts, visual design, and the multimodal
combination of the two (Kress, 2009). The main source for the itineraries is a private
collection of approximately one hundred itineraries, based on more than three decades of
guiding experience.
Findings
The main findings are that the itineraries of Christian pilgrimage groups to the Holy Land can
be divided into five types or genres, according to the different thematic elements that are
foregrounded and emphasized: (a) the pro-Israel type; (b) the scientific neutrality type; (c) the
peace-maker type; (d) the critical viewpoint type; and (e) the indifferent type.
All five types rely heavily on political and theological terminology, photographs and
illustrations which relay messages that are not essential in and to the instrumental aspect of
the itinerary, but serve as a reflection of the political and theological viewpoints of the
organizers. The itineraries represent well established theologies such as the Replacement
Theology, the Love of Israel Theology, and the Neutrality and Non-Violence Theology.
An additional finding is that different types of travel itineraries correlate quite well to the
denomination of the pilgrims. For example, Christian Zionists hold the Love of Israel
Theology, members of Peace Churches (e.g. Mennonites) promote the Neutrality and NonViolence Theology, and Greek Orthodox itineraries refrain from expressing political opinions
in their itineraries.
Conclusions
Some of the main conclusions are:
a. Religious travel literature to the Holy Land is highly polarized. Although the sites are the
same - their description in the itineraries varies greatly.
b. Although the official agenda is the Land of the Bible – the contemporary political issues
are perceived as very relevant by most groups.
c. The various theologies create a multiplicity of narratives.
d. The multiplicity of narratives correlates well to denominational background and does not
correlate well to nationality.
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e. Travel itineraries are only one example. Future research could include other types of travel
literature, such as guide books and tourist maps.
References
Aiken, E.J. (2010) Scriptural Geography: Portraying the Holy Land. London: I.B. Tauris.
Andereck, K.L. (2005) Evaluation of a Tourist Brochure. Journal of Travel & Tourism
Marketing 18 (2) 1-13.
Barthes, R. (1972) The Blue Guide. In: Barthes, R. Mythologies, translated by A. Lavers,
Jonathan Cape, London, 74-77.
Bendiner, K. (1983) David Roberts in the Near East: Social and Religious Themes. Art
History 6 (1), 67-81.
Chaney, E. (2000) The Evolution of the Grand Tour: Anglo-Italian Cultural Relations since
the Renaissance. London: Routledge.
Cohen, E. (1995) The Representation of Arabs and Jews on Postcards in Israel. History of
Photography 19 (3) 210-220.
Collins-Kreiner, N. (2005) Maps and Meaning: Reading the Map of the Holy Land. The
Qualitative Report, 10(2), 257-275. Retrieved on November 26, 2015, from
http://www.nova.edu/ssss/QR/QR10-2/collins-kreiner.pdf
Dann, G. (1996) The People of Tourist Brochures. In: T. Selwyn (Ed.) The Tourist Image:
Myth and Myth Making in Tourism (pp. 61-81) Chichester: John Wiley & Sons.
Farias, I. (2011) Tourist Maps as Diagrams of Destination Space. Space and Culture 14 (4),
398-414.
Gilbert, D. (1999) “London in all its Glory – or how to Enjoy London”: Guidebook
Representations of Imperial London. Journal of Historical Geography 25 (3), 279-297.
Kennedy, C. (2005) Just Perfect! The Pragmatics of Evaluation in Holiday Postcards. In: A.
Jaworski and A. Pritchard (Eds.), Discourse, Communication, and Tourism (pp. 223-246).
Clevedon, England: Channel View Publications.
Kress, G.R. (2009) Multimodality: Exploring Contemporary Methods of Communication.
Abingdon: Routledge.
Lindsay, C. (2010) Contemporary Travel Writing of Latin America. New York: Routledge.
Noy, C. (2015) Thank You for Dying for Our Country: Commemorative Texts and
Performances in Jerusalem. Oxford: Oxford University Press.
Speake, J. (Ed.) (2003) Literature of Travel and Exploration: An Encyclopedia. London:
Routledge.
Stamou, A.G. and Paraskevopoulos, S. (2008) Representing Protection Action in an
Ecotourism Setting: A Critical Discourse Analysis of Visitors' Books at a Greek Reserve.
Critical Discourse Studies 5 (1), 35-54.
Towner, J. (1985) The Grand Tour: A Key Phase in the History of Tourism. Annals of
Tourism Research 12 (3), 297-333.
102
Brand-Driven Identity Development and Design of Places
Dr Guenther Botschen*
University of Innsbruck
Dr Josef Bernhart
Institut für Public Management – Europäische Akademie Bozen (EURAC)
Dr Kurt Promberger
University of Innsbruck
*Corresponding author Guenther.botschen@uibk.ac.at
Abstract
This contribution is a continuation of a work in progress paper the authors presented at the
7th Euro Mediterranean Dialogue on Public Management in Rome (Botschen et al. 2014).
There the focus was on the development of the strategic brand identity for urban and rural
territories, termed “Brand-driven Identity Development” (BID). In this paper the authors
extend their view about place branding into a framework for the development and translation
of the strategic place identities into multisensory touch-point experiences, which initiate and
maintain positive resonance in the minds and hearts of affected system partners. The
conceptualisation of the framework is based on Hevner’s design science research approach
(Hevner et al. 2004; 2010), which requires the creation of an innovative, purposeful artifact
for a special problem domain. The artifact must be evaluated in order to ensure its utility for
the specified problem and to demonstrate its contribution to the existing knowledge base.
In times of globalisation, rising competition and growing churn rates the development of
brand places is becoming an important issue, coming close to being a matter of survival.
Researches on place branding agree that this challenge calls for multi- and cross-disciplinary
approaches. The nature of the endeavour is such that the contribution and integration of
several areas of study is necessary in order to explain and generate applications of branding
to places (Hankinson 2010).
103
Hence, in this paper an interdisciplinary approach for the development and implementation of
place brands – more specifically for the development of commercial, touristy, urban and rural
places is presented. The approach is grounded in anthropological research findings where
culture stands as the original source and location of meaning systems from which brands
ultimately must draw (McCracken 1986). These socio- cultural meanings represent the main
source for the construction of brand identities, which refer to the central, distinctive and
enduring attributes of any place format (Albert, S. and D. A. Whetten 1985). If stakeholders
can grasp their inner meanings at the various touch-points and their interpretation creates
positive resonance places will generate profits, continue to invest and to survive on the long
term. Over time a particular portfolio of meanings is attributed to the particular place. The
intended place brand profile evolves and establishes.
After a short description of the author’s understandings of brand place identity (Hemetsberger
and Mühlbacher 2009) and place branding (Kavaratzis and Hatch 2013) a thorough depiction
of a framework for the development and implementation of place brand identities, called
“Brand-driven Identity Development and Design of Places” is presented (short: BIDDP). The
BIDDP-procedure has been evolving during two decades of practitioner researcher
collaboration applying action research approaches and techniques with top executives of
public and owners of privately held organisations (Argyris & Schön 1996).
For the initiation of the specific place branding project a core group - consisting of keyplayers, researchers and moderators and a project group based on a microcosm of the
particular place endeavour is formed. Data is collected via oral/written interviews, workshop
protocols, touch-point observations, and document analyses. Results gained are reported back
and feedback rounds take place in the microcosm of the organization (Cummings & Worley
2008). Based on these insights participants have to develop their own solution proposals for
the particular place-branding phase under the moderation of the researchers (Anderson 2014).
The on-going feedback mechanism allows involved participants to use the research on
themselves in order to develop the place brand and guide necessary changes. The involved
scientist can exactly study the whole process to gain new knowledge on the conceptual and
implementation side (Schiersmann & Thiel 2010).
104
Figure 1 provides a preliminary outlook about the main phases and dimensions of the BIDDP
framework. As indicated above we argue that the main challenge for the long-term survival
of organisations respectively places is creating and nurturing enduring positive resonance
through the occupation of an attractive meaning-portfolio in the minds and hearts of affected
populations.
Figure 1: Framework for Brand-driven Identity Development and Design of Places
Source: Botschen Günther, Josef Bernhart, Oliver Koll and Kurt Promberger (2016), Brandoriented Touch-Point Design, Online-Proceedings of the 15th International Marketing
Trends Conference, Venice
The approach consists of three main phases. In phase one the future intended identity of the
place is unveiled. Based on identified historical patterns of resonance and underlying
meanings the future brand identity is conceptualised and leveraging action fields are derived
and prioritized. In phase two the intended identity is translated into paths of multisensory
experiences, which follow the main phases of a “Customer Journey” for the targeted
audience. In phase three necessary alignments based on the seven Ps are designed and
implemented. Typically these alignments concern structural and procedural adaptations, role
and behavioural modifications as well. As indicated through the two circles in Figure 1, place
105
brand identity charging ideally takes place through resonating touch point experiences by all
affected stakeholders. At the time of the conference a finalized version based on Hevner’s
design science research paradigm of the BIDDP framework will be presented.
For the purpose of this paper various cases for different place branding ventures – such as
 Leon and Laura, a franchise prototype for rare regional food products
 Café Cappuccino, a new format for an Austrian Coffee House in shopping centres
 Mpreis, a food retailer, who focuses on aesthetical food shopping
 Ischgl, an alternative tourism destination in Tyrol
 the rural territory of the Martell-Valley1 in South Tyrol and
 the development of the place of the City of Innsbruck2
are prototypically used to report selected achieved results and demonstrate effective
functioning of the BIDDP- approach.
Sources:
Albert, S. and D. A. Whetten, 1985. Organizational identity. Research in Organizational
Behavior, 7:263-295.
Anderson, D.L., 2014. Organisation Development - The Process of Leading Organisational
Change, 3rd ed., Sage.
Argyris Chris and Donald A., Schön 1996. Organizational Learning II- Theory, Method, and
Practice, Addison-Wesley Publishing Company, Reading Massachusetts.
Ashworth Gregory and Mihalis Kavaratzis (eds.), 2014. Towards Effective Place Brand
Management – Branding European Cities and Regions, Edward Elgar Publishing,
Massachusetts, USA
Botschen, Guenther, Josef Bernhard and Kurt Promberger, 2014. Brand-driven Identity
Development of Urban and Rural Territories - A Normative Interdisciplinary Leadership
Approach, Proceedings of the Euro Mediterranean Dialogue on Public Management, MED 7,
Rom.
Botschen Günther, Josef Bernhart, Oliver Koll and Kurt Promberger, 2016. Brand-oriented
Touch-Point Design, Proceedings of the 15th International Marketing Trends Conference,
Venice.
1
The Martell Project “Development and Implementation of the Brand Profile of the Berries-Valley of Martell”
was granted by the European Social Fund (ESF), the Federal Ministry for Labour and Social Affairs and the
Autonomous Province of Bozen - South Tyrol, Italy.
2
The City of Innsbruck Project “Development and Implementation of the Brand Profile of the City of
Innsbruck” was granted by the Tourism Association of Innsbruck and the City of Innsbruck, Austria.
106
Cummings, T.G. and C.G. Worley, 2008. Organization development and Change, 9th ed.
South Western, Cengage Learning.
Hevner, Alan R., Salvatore T. March, Jinsoo Park and Sudha Ram, 2004. Design Science in
Information Systems Research, MIS Quarterly, Vol. 28, No 1, March, 75 -105
Hevner, Alan R. and S. Chatterjee, 2010. Design Research in Information Systems, Theory
and Practice, Springer Science and Business Media.
Kavaratzis, Mihalis and Mary Jo Hatch, 2013. The dynamics of place brands: An identitybased approach to place branding theory, Marketing Theory, March, vol. 13 no. 1, 69-86.
Hankinson, Graham, 2010. 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, pp. 15–35. Cheltenham,
UK and Northampton, MA: Edward Elgar.
Hemetsberger, Andrea and Hans Mühlbacher, 2009. Do Brands Have an Identity? A Critical
Reflection and Extension of the Brand Identity Construct, in: Proceedings of the 38th
European Marketing Academy Conference (EMAC), Nantes, France.
McCracken, Grant, 1986. Culture and Consumption: A Theoretical Account of the Structure
and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research,
Vol. 13, June, 71-84.
Schiersmann, C. and H.-U.Thiel, 2010. Organisationsentwicklung, 2. ed., Verlag für
Sozialwissenschaften, Wiesbaden.
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Consumption, place and semiotics: Around the world in fridge magnets
Professor Dominic Medway
Manchester Business School
Professor Cathy Parker
Manchester Metropolitan University Business School
Email: c.parker@mmu.ac.uk
Dr Sebastian Zenker
Copenhagen Business School
This paper examines the phenomenon of place-related fridge magnets via a semiotic analysis
of multiple examples of the genre. On first glance, these small material objects are simply
souvenirs, or what Morgan and Pritchard (2005) have referred to as ‘touchstones of memory.
The relevance of souvenirs to tourists is documented in the literature (Littrell, 1990; Littrell,
Anderson and Brown, 1993), and some have identified that different styles of tourism are
associated with different souvenir buying behaviours. Indeed, Littrell, Baizerman, Kean,
Gahringh, Niemeyer, Reilly and Stout (1994) have demonstrated that the name or logo of the
place visited held significantly different levels of importance for different tourism styles (e.g.
tourists seeking ‘urban entertainment’; ‘active outdoors’ and ‘history and parks’).
Stewart (1993: 139) has also suggested that a souvenir represents part of its possessor’s selfconstructed narrative “because of its connections to biography and its place in constituting
the notion of the individual life.” This interpretation of souvenir objects as signifiers of the
‘self’ is a popular line within the tourism literature, and links through to long-standing
discussions in critical consumption studies, regarding the ability for self-identity to be
constantly written and re-written through an individual consumer’s purchase choices – ‘I am
what I buy’. Thus Morgan and Pritchard (2005: 38) note that “…in many homes in
108
postindustrial consumer-oriented societies, you are likely to find material echoes of the
householder’s travel history” through the display of souvenirs. This, in itself, can create a
tangible and visible record of place consumption, by which the possessor is constantly
reminded of their own travel history. Furthermore, in the case of fridge magnets, the
individual consumer is afforded ongoing opportunities to reflect on travel memories as part of
their wider identity every time they reach for the milk. At the same time, the consumer is able
to put some of their identity on display for others on the fridge door. In this regard, according
to Paraskevaidis and Andriotis (2015), souvenirs have both use value (a personal reminder)
and sign value (a conspicuous exhibition). It has been argued that for souvenir items these
practices of reflection and display can in some cases be very purposeful, and undertaken with
high levels of self-awareness and irony. As MacCabe (2002: 72) notes, this occurs “when
individuals seek out souvenirs just because they are ‘tacky’ and ‘garish”.
However, one thing appears to have been significantly overlooked in the study of souvenirs;
this concerns how they represent the place. In particular, souvenirs predominantly present a
visual representation of places, whilst others senses are generally overlooked. This is
especially disappointing when one considers that places incorporate not just landscapes, but
also smellscapes, tastescapes, soundscapes and touchscapes (see Porteous, 1990 and
Medway, 2015). Moreover, it is the non-visual senses such as smell, which is linked to the
limbic part of the brain, that can really help develop a lasting memory of places (Henshaw,
Medway, Warnaby and Perkins, 2015) . There are, of course, examples of souvenirs that
move beyond mere visual stimulation: for olfaction, consider Parma violet-scented products
for Parma (www.parmashop.com); for aural stimulation, mosque-shaped alarm clocks from
Dubai which play the call to prayer (YouTube clip 1); for touch, souvenir stress balls, and for
taste; Edinburgh rock. However, where fridge magnets are concerned the emphasis is almost
entirely on the visual.
When the visual dominates in this manner the issue of semiotics naturally comes to the fore.
It is surprising, therefore, that whilst there have been previous attempts to examine semiotics
in relation to place logos (Warnaby and Medway, 2012), semiotic analysis has not been
undertaken with place-related souvenirs. Yet the semiotic interpretation of such souvenir
artifacts is especially important as it delivers an iconographic shorthand for the places they
represent.
109
Our method builds upon the technique of Saussure - who, in the field of semiotics,
distinguished between the sign and the signified - in other words, the sign or message, which
is produced by the creator of the text or image compared to any meaning decoded by the
recipient of the same text or image. Meaning can be abstract including ideologies or concepts
(Heaps, 2014). Advancement of the semiotic technique was developed by Barthes (1957),
who looked at the relationship between signifiers and signified "or the associated total of the
two", often through the exploration of myth. This is the basis of the three readings technique which we utilise in our method of decoding the meaning in fridge magnets. The first reading
is the simple identification and description of features and images. For example, in relation to
a fridge magnet for the country of Ireland, we consider the colour shade of the green
background, the shape of the magnet, and the symbols on it (e.g. a prostrate leprechaun and
the pot of gold). The second reading, from the producer perspective, is the clear reference to
symbols of Irish myth and nation branding, colours etc. This is a clear attempt to associate the
magnet with well-known symbols of Ireland, so it is selected as a souvenir representing the
country. In the retail environment, the magnet will be competing with many others, so the
producer uses explicit and stereotypical imagery as well as bold and bright colours. The third
reading is the more analytical deconstruction of elements and their current cultural
significance. For example, the use of the shape of the country’s border but absence of a place
name may reflect political tensions over the island of Ireland; the leprechaun lying down
could represent stereotypes about the nation’s drinking habits and the pot of gold perhaps
reminds us of the myth of Irish luck (despite the collapse of the Celtic Tiger economy).
Our findings suggest that cultural and often stereotypical understandings of a place and its
people are reinforced through fridge magnets displaying iconographic traits. The significance
of this may be amplified for those fridge magnets bought as gifts for those who may not have
visited the place in question, in which case the signs and meanings interpreted by the gift
consumer from the material object are likely to form an understanding of place divorced from
an experienced reality. Where that understanding is negative, there is a danger that this could
affect future visitation to the place by the gift receiver, or even others who have not visited
the place if they view the gift-receiver’s magnets on display. Put another way, a tacky or
garish fridge magnet for a place may be a great way of selling lots of fridge magnets,
especially to those place consumers with a sense of irony, but it may not be the best
representation or communication of the place, especially for those who have not visited it.
110
References
Barthes, R. (1957) Mythologies. New York: Hill & Wang.
Heaps, S. (2014) From Cave-Man to New Man: An Investigation into the Effects of
Advertising on the Male Sense of Self. Unpublished MSc Dissertation, Manchester
Metropolitan University.
Henshaw, V., Medway, D., Warnaby, G. and Perkins, C., (2015). Marketing the ‘city of
smells’. Marketing Theory, DOI 1470593115619970
Littrell, M. A. (1990) ‘Symbolic significance of textile crafts for tourists’, Annals of Tourism
Research, 20(1): 197-215.
Littrell, M. A., Anderson, L. and Brown, P. J. (1993) ‘What makes a craft souvenir
authentic?’ Annals of Tourism Research, 20(1): 197-215.
Littrell, M. A., Baizerman, S., Kean, R., Gahring, S., Niemeyer, S., Reilly, R. and Stout, J.
(1994) ‘Souvenirs and tourism styles’, Journal of Travel Research, 33(3): 3-11.
Medway, D. (2015) ‘Rethinking place branding and the “other” senses’, In: Kavaratzis, M.,
Warnaby, G. and Ashworth, G. (eds) Rethinking place branding, Switzerland:Springer
International Publishing
MacCabe, S. (2002) ‘The tourist experience and everyday life’. In: G. Dann (ed.) The Tourist
as a Metaphor of Everyday Life, Oxford: Cabi, pp.61-76.
Morgan, N. and Pritchard, A. (2006) ‘On souvenirs and metonymy: Narratives of memory,
metaphor and materiality’, Tourist Studies, 5(1): 29-53.
Warnaby, G. and Medway, D. (2010) ‘Semiotics and place branding: the influence of the
built and natural environment in city logos’. In: G. Ashworth and M. Kavaratzis (eds.)
Towards Effective Place Brand Management, Cheltenham: Edward Elgar, pp. 205-221.
Paraskevaidis, P. and Andriotis, K. (2015) ‘Value of souvenirs as commodities’, Tourism
Management, 48, pp. 1-10.
Porteous, J. D. (1990) Landscapes of Mind, Worlds of Sense and Metaphor, Toronto:
University of Toronto.
Stewart, S. (1993) On Longing: Narratives of the Miniature, the Gigantic, the Souvenir, the
Collection. Durham, NC: Duke University Press.
YouTube clip 1 https://www.youtube.com/watch?v=3FHxiDUh2o0
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proceedings of the 3rd Corfu Symposium on Managing and

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