Cultural Heritage as a Blessing and Curse for Branding Urban Destinations

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

Abstrakt

This chapter contributes to a broader understanding of how city branding affects all place customers – such as residents, companies and tourists – and discusses the specific role of cultural heritage in this regards. While branding often relies on simplified messages (e.g., focusing solely on the cultural heritage), the effectiveness of such strategies for complex brands, like city brands, remains questionable. Residents and business customers often have an acute knowledge of the place and could disagree with a simplified, touristic destination brand.
OriginalsprogEngelsk
TitelCultural Heritage
RedaktørerAdriana Campelo, Laura Reynolds, Adam Lindgreen, Michael B. Beverland
Antal sider14
Udgivelses stedAbingdon
ForlagRoutledge
Publikationsdato2018
Sider115-128
Kapitel10
ISBN (Trykt)9781138092822
ISBN (Elektronisk)9781315107264
DOI
StatusUdgivet - 2018

Citationsformater

Zenker, S., & Braun, E. (2018). Cultural Heritage as a Blessing and Curse for Branding Urban Destinations. I A. Campelo, L. Reynolds, A. Lindgreen, & M. B. Beverland (red.), Cultural Heritage (s. 115-128). Routledge. https://doi.org/10.4324/9781315107264-9