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Abstract

Local participation and support are integral to any successful place branding exercise. However, this is easier said than done. The tools for cultivating support from local players in place branding are quite limited. To expand on participation as a conceptual framework, this paper explores the application of public management lenses to place branding. The public management domain offers insights and a toolbox for place branding scholarship and practice. By examining Tasmania’s “Go Behind the Scenery” branding strategy, this study explores the various and complex processes of mobilizing local support for the brand. Our main findings concern the complex processes of brand knowledge dissemination, negotiation, persuasion (and, at times, coercion) in the branding exercise, to align perimeters of value creation, stakeholder interests, and operational capacity. We eventually draw three lessons.

Item Type:	Article
Authors/Creators:	Toettenborg, A and Ooi, C-S and Hardy, A
Keywords:	destination branding, place branding, public management, Tasmania, Australia, tourism, stakeholder management
Journal or Publication Title:	Place Branding and Public Diplomacy
Publisher:	Palgrave Macmillan Ltd.
ISSN:	1751-8040
DOI / ID Number:	10.1057/s41254-021-00252-0
Copyright Information:	© The Author(s), under exclusive licence to Springer Nature Limited 2021
Related URLs:	Google Scholar: Ooi, C-S UTAS Profile: Ooi, C-S Google Scholar: Hardy, A UTAS Profile: Hardy, A
Item Statistics:	View statistics for this item

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