Poitevin, Mathieu, Pennington, Andrew, Chamard, Camille and Seel, Veronique (2012) A new tool for city decision makers: the new "Expériences Touristiques Company" branding tool approach. VISTAS: Education, Economy and Community, 2 (1). pp. 49-73. ISSN 2047-7449

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Abstract

This paper explores the subjective components that make up the structure of a city's brand. Fieldwork was carried out to test a new way of assessing the public's image of a city based on the differences and similarities of perceptions between residents and tourists. The main objectives of this study were to gather sufficient information to construct a useful prototype tool for place branding analysis and city development. The approach involved using a live touristic experience "sketch coffee event", enabling the development of a qualitative and quantitative approach to create a specific index of city brand image based on lived experiences - called the NHDI score index. The findings and conclusions support the view that the approach offers a strategic way to overcome some branding problems in today's market place for cities. It provides tactical decision making frameworks for a city's spatial and urban development stakeholders.

Item Type:	Article
Additional Information:	© University of West London 2012
Keywords:	city branding; place branding; place marketing; destination branding; place image; experiential marketing; NHDI Score; perception branding;sketch coffee event
Subjects:	Hospitality and tourism > Tourism
Depositing User:	Meried Belete
Date Deposited:	22 Feb 2017 09:42
Last Modified:	04 Nov 2024 12:08
URI:	https://repository.uwl.ac.uk/id/eprint/3174

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