The Differential Effect of Various Stakeholder Groups in Place Marketing

Jasper Eshuis, Erik Braun, Erik-Hans Klijn, Sebastian Zenker

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This article analyses whether involving various stakeholder groups in place marketing has effects on the content of place brands, and on how place marketing influences other policy fields, i.e. spatial planning and tourism/leisure policies. The research applies structural equation modelling to nationwide surveys in the Netherlands and Germany among professionals in place marketing (N = 444). The study shows that different stakeholder groups have a varied influence; involving residents and public managers increases the influence of place marketing on spatial planning policies, whereas involving businesses increases influence on tourism/leisure policies. Other studies have shown varying influence of stakeholder groups in cases, but not in quantitative studies. The research also addresses the mechanisms at play in Germany and the Netherlands, showing mainly commonalities.
This article analyses whether involving various stakeholder groups in place marketing has effects on the content of place brands, and on how place marketing influences other policy fields, i.e. spatial planning and tourism/leisure policies. The research applies structural equation modelling to nationwide surveys in the Netherlands and Germany among professionals in place marketing (N = 444). The study shows that different stakeholder groups have a varied influence; involving residents and public managers increases the influence of place marketing on spatial planning policies, whereas involving businesses increases influence on tourism/leisure policies. Other studies have shown varying influence of stakeholder groups in cases, but not in quantitative studies. The research also addresses the mechanisms at play in Germany and the Netherlands, showing mainly commonalities.
LanguageEnglish
JournalEnvironment and Planning C: Government & Policy
Volume36
Issue number5
Pages916-936
Number of pages21
ISSN0263-774X
DOIs
StatePublished - 2018

Bibliographical note

Published online: 17. August 2017

Keywords

  • Place marketing
  • City marketing
  • Governance
  • Stakeholder involvement
  • Clear brand concept

Cite this

Eshuis, Jasper ; Braun, Erik ; Klijn, Erik-Hans ; Zenker, Sebastian. / The Differential Effect of Various Stakeholder Groups in Place Marketing. In: Environment and Planning C: Government & Policy. 2018 ; Vol. 36, No. 5. pp. 916-936
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The Differential Effect of Various Stakeholder Groups in Place Marketing. / Eshuis, Jasper; Braun, Erik; Klijn, Erik-Hans; Zenker, Sebastian.

In: Environment and Planning C: Government & Policy, Vol. 36, No. 5, 2018, p. 916-936.

Research output: Contribution to journalJournal articleResearchpeer-review

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KW - City marketing

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