Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective
Abstrak
Place branding often builds upon gastro-cultural features. Yet, the convergence point between gastro-cultural place identity and the experience on offer could (and should) further benefit from contemporary studies in emerging fields, such as value co-creation and the identity-based approach to place branding. This study contributes towards this direction by examining the practices of relevant actors with main place branding authority. Drawing from their online information and presence, a thematic analysis of relevant brands in Greece and Turkey illustrates that operand and operant resource integration reflect the synergies developed between the gastronomic culture <i>in</i>, <i>for</i>, <i>of</i> the place. Further, actors’ intention to co-create the brand influences <i>and</i> is influenced by the brand. Theoretical and practical insights are derived from this study, which may direct future research and inform policymakers about sustainable, inclusive approaches.
Topik & Kata Kunci
Penulis (2)
Stella Kladou
Nikolaos Trihas
Akses Cepat
- Tahun Terbit
- 2021
- Sumber Database
- DOAJ
- DOI
- 10.3390/tourhosp3010001
- Akses
- Open Access ✓