Hartman, D.M. (2018) The complexity of place branding, a study of the gaps in the place branding strategy of Dokkum. Bachelor thesis.
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Abstract
Little is known about the negative consequences in developing destinations in shrinkage areas. Therefore a qualitative case study is conducted on Dokkum, a city in a rural area in The Netherlands. The article attempts to identify possible gaps in the place branding of Dokkum and find possible solutions to bridge the gaps, so that the place brand strategy can be as effective as possible. The study focuses on the relationship and potential mismatches between the concepts of perceived place identity of residents, the brand identity produced by the tourism industry and the brand image perceived by tourists. The results show that there is a tension between the perceived place identity and the brand identity. Some adjustments have been made in de conceptual model to generate a more circular view on place branding strategies. This research may contain a lessons for place branding strategies in other developing destinations in shrinkage areas.
| Item Type: | Thesis (Bachelor) |
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| Degree programme: | Human Geography and Planning |
| Supervisor: | Stoffelen H. W. J. |
| Date Deposited: | 23 Apr 2020 05:43 |
| Last Modified: | 23 Apr 2020 05:43 |
| URI: | https://frw.studenttheses.ub.rug.nl/id/eprint/2766 |
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