Co-creation and Collaboration

Photograph: Ian Southerin – Location Photography

by Heather Skinner 

Themes from the 4th Corfu Symposium on Managing & Marketing Places 24-27 April 2017

Co-creation and Collaboration, between those responsible for managing and marketing places and a place’s stakeholders, and also between different places, also arose in many discussions at the recent 4th Corfu Symposium on Managing & Marketing Places, 24-27 April 2017.

The paper “Co-Constructing the Gaze: Existential Authenticity and Tourist Experience Co-Creation” presented by Maria Lichrou and co-authored with Lisa O’Malley and Maurice Patterson, all from the University of Limerick, also examined authenticity, but in relation to how authentic experience co-creation and engaging place marketing efforts could help capture diverse tourist roles and motivations.Issues of authenticity and diversity, co-creation and collaboration, were also discussed by Jan Brown from Liverpool John Moores University, UK. Her paper “Connecting the Sound Tracks of Our Lives: Marketing Places Through Music” proposed that innovative marketing campaigns can use various media to create multisensory communications, using music to represent and connect places in a way that is more inclusive of the various music styles of a place that represent the entire music-ecosystem, thus focusing on exploring the current connections, making more of those connections and making new connections.Laura Reynolds is a PhD student at Cardiff University, UK. Her paper “Struggling for legitimacy in the city branding process: an application of Bourdieu’s field-capital theory to the co-creation of the city brand identity”, was co-authored with Nicole Koenig-Lewis and Heike Doering, also from Cardiff University. Laura’s research has shown that city place brand practitioners should be more inclusive and focus attention on the way stakeholders conceptualise the city brand identity.“Places, users, and place uses: Russian management experiences”, authored by Kirill Rozhkov from the National Research University Higher School of Economics, Russia, questioned how places are managed in the context  of weakening economic stimuli, providing a range of examples evidencing local community reactions to various festivals and staged events.A practical tool that can initiate the long-term interaction of organisations and places with their stakeholders with examples of how this has already been implemented very successfully in the South Tyrol region of Austria, was presented by Guenther Botschen from the University of Innsbruck, Austriain the paper “Drivers of Brand Resonance (DBR): A practical Tool for Initiating Place Brand-Stakeholder Relationships”, co-authored with Josef Bernhart from the European Academy of Bozen, Italy, Kurt Promberger, who also attended the Symposium

and Philipp Wegerer, both also from the University of Innsbruck.

Here is the link to read the full 2017 Symposium Reflections.

All abstracts can also be read in more detail in the 2017 Proceedings.