The latest in thinking and re-thinking about places

Photography: Ian Southerin
Photography: Ian Southerin

by Dr Heather Skinner*

Read about the cutting edge research presented on Day 2 into the conceptual and strategic aspects of thinking and re-thinking about places – the overarching theme of the 3rd Corfu Symposium on Managing & Marketing Places.

(Re)thinking Place, Meaning and Narrative – Maria Lichrou, Killian O’Leary, Maurice Patterson and Lisa O’Malley – Kemmy Business School, University of Limerick, Ireland

Maria Lichrou at Ambelonas Vineyard - Photographer: Ian Southerin
Maria Lichrou at Ambelonas Vineyard – Photographer: Ian Southerin

This conceptual paper considered the ways in which people engage with places in meaningful ways. Basing their work in Consumer Culture Theory the authors looked at how place narratives can bring together the temporal, interactive, and spatial dimensions of place.

Sculpturing authentic city brands through stakeholder narratives: a sensemaking, sensefiltering, and sensegiving process – Laura Reynolds and Nicole Koenig-Lewis, Cardiff University, UK

Laura Reynolds at Archontiko Restaurant - Photographer: Ian Southerin
Laura Reynolds at Archontiko Restaurant – Photographer: Ian Southerin

Sensemaking and sensegiving theory are applied in this paper as a means to explore the explication of power and conflict amongst multiple stakeholders within authentic city brands. An additional sensefiltering process is added to the 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 two contrasting UK city brands (Bath and Bristol).

Place marketing & place branding: A (tentatively exhaustive) literature review, “best practices” and some insights for practitioners – Renaud Vuignier – University of Lausanne, Switzerland


On the one hand, there has been an emergence of an academic discipline dedicated to place marketing and place branding, and on the other hand, there are plenty of examples of “best practices” in place marketing and place branding. This paper investigated these two sides, firstly, discussing the current state of the art, and secondly, presenting ideas about where the worlds of research and practice could find common grounds.

City Ambassador and City Citizenship Behaviours: Modelling Resident Behaviours that help Cities Grow – Viriya Taecharungroj – Mahidol University International College, Thailand

Photographer: Ian Southerin
Photographer: Ian Southerin

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. This research aims to deepen the understanding of one of the most important city customers, the residents, regarded by the author of this work as the potential active co-creators of the place brand, not merely passive beneficiaries of the city, the residents can be the active partners of the city itself.

Regional competitiveness, positioning and the link with investment attraction. The case of Newcastle-Gateshead, UK – Iwona Maria Soroka and Eleftherios Alamanos, Newcastle University Business School, UK

Photographer: Ian Southerin
Photographer: Ian Southerin

The paper examined the extent to which regional branding influences direct investment on an area. The area of Newcastle-Gateshead in the UK is used as a case study in order to investigate how cities can be positioned as prime investment locations for potential investors.

*Dr Heather Skinner is the initiator and chair of the Corfu Symposium on Managing & Marketing Places. She is also the chair of the IPM Special Interest Group on Responsible Tourism.

Photographer: Ian Southerin

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