eprintid: 2766
rev_number: 1
eprint_status: archive
userid: 1
dir: disk0/00/00/27/66
datestamp: 2020-04-23 05:43:10
lastmod: 2020-04-23 05:43:10
status_changed: 2020-04-23 05:43:10
type: thesis
metadata_visibility: show
creators_name: Hartman, D.M.
title: The complexity of place branding, a study of the gaps in the place branding strategy of Dokkum
ispublished: pub
full_text_status: public
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.
date: 2018
date_type: published
thesis_type: bachelor
degree_programme: SGP
tutors_name: Stoffelen H. W. J., 
keywords_local: Brand positioning
keywords_local: Brand identity
keywords_local: Place images
keywords_local: Place identity
keywords_local: Place Branding
keywords_local: Brand image
language_iso: en
titleorder: Complexity of place branding, a study of the gaps in the place branding strategy of Dokkum
dbi: 5bb5c4e4a4ae6
imported_item: yes
date_of_import: 2020-04-22
imported_from: http://scripties.frw.eldoc.ub.rug.nl/root/ba/SGP/2018/dmhartman/
import_source_file: theses-frw-20200422132455-5bb5c4e4a4ae6.xml
date_issued: 2018-01-01
citation:   Hartman, D.M.  (2018) The complexity of place branding, a study of the gaps in the place branding strategy of Dokkum.  Bachelor thesis.   
document_url: https://frw.studenttheses.ub.rug.nl/2766/1/Assignment_7_Danielle_Hartman__1.pdf