It is increasingly important for cities to attract visitors, potential new residents and businesses. Jönköping is one of the cities working with place marketing, a strategy that intends to mediate a positive image of the city, in order to accomplish just that. People often have a need to preserve the memory of a trip into something tangible. Anyone visiting Jönköping encounters a souvenir choice, much like the one in many other cities. Linked to the idea of positive place marketing, our work aims to investigate how we as product developers can create a product that en¬hances the image of Jönköping based on the thought that all residents are con¬sig¬nors. Accordingly, we develop three different products from the residents' own image of the city. Our research questions are: Based on the photographs, what image of Jönköping do the ambassadors mediate of their own city? As designers, what in Jönköping's history versus the image of Jönköping today, can we seize in order to give products for visitors a sense of authenticity? As designers, how can we use knowledge of place branding in the development of souvenirs? We performed interviews within three different aspects: history, souvenirs and place branding, all focused on the city of Jönköping. The interviews and a work-shop formed the basis for the further design process. This work has resulted in three products: the matchbox Det nya Jönköping i en historisk förpackning, highlights an important part in the city's history and becomes a conversation piece. Lek dig genom Jönköping want to show visitors what the city offers, and distinguish it from others, from the on-site. Detaljerna gör staden is an every¬day object and function can get residents to begin to discover the details of their own city. Through the use of knowledge and theories of place branding and souvenirs, we would argue that we have found a way to actually catch the residents' image of the city in a number of products. We also believe that it would be able to apply this type of project in other locations to create more authentic and at the same time innovative souvenirs. / Det blir allt viktigare för städer att locka till sig besökare, potentiella nya invånare och näringsliv.  Jönköping är en av de städer som arbetar med plats­marknads­föring, en strategi som handlar om att förmedla en positiv bild av staden, i syfte att åstadkomma just detta. Människor har ofta ett behov av att bevara minnet av en resa i något materiellt. Den som besöker Jönköping möts av ett souvenirutbud likt det i många andra städer. Kopplat till idén om positiv platsmarknadsföring syftar vårt arbete till att undersöka hur vi som produktutvecklare kan skapa en produkt som stärker bilden av Jönköping utifrån tanken om att alla stadens invånare är avsändare. I detta tar vi fram tre förslag på produkter utifrån Jönköpingsbornas egen bild av staden. Våra frågeställningar är: Utifrån fotografierna, vilken bild av Jönköping förmedlar ambassadörerna av sin egen stad? Vad kan vi som designers ta till vara på i Jönköpings historia kontra bilden av dagens Jönköping för att ge produkter avsedda för besökare autenticitet? På vilket sätt kan vi som designers använda kunskaper inom place branding vid utveckling av souvenirer? Vi har genomfört samtalsintervjuer utifrån tre olika aspekter: historia, souvenirer och platsmarknadsföring, alla med fokus på staden Jönköping. Intervjuerna och en workshop låg till grund för den fortsatta designprocessen. Arbetet har resulterat i tre produkter: tändsticksasken Det nya Jönköping i en historisk förpackning, lyfter fram en viktig del i stadens historia och blir en conversation piece. Spelet Lek dig genom Jönköping vill visa besökaren vad staden erbjuder och särskiljer den från andra, under tiden den används på plats. Underläggen som namngetts Detaljerna gör staden har en tydlig vardagsfunktion och kan få in­vån­ar­na att börja upptäcka detaljer i sin egen stad. Genom att använda oss av kunskaper och teorier inom place branding och souve­nirer vill vi hävda att vi har hittat en väg för att faktiskt fånga Jönköpings­bornas bild av staden i ett antal produkter. Vi tror också att man skulle kunna applicera denna typ av projekt på andra platser för att skapa mer autentiska och samtidigt nyskapande souvenirer.

Syfte Vårt syfte är att se hur musikfestivaler kan bidra till och påverka en orts platsmarknadsföring och platsvarumärke.Forskningsfrågor vi har formulerat är följande: Hur kan en musikfestival påverka en ort? Hur kan en ort dra nytta av en musikfestival i sin platsmarknadsföring? Varför skapar sig orter ett platsvarumärke? Metod Vi har utfört en kvalitativ studie. Vi började med att leta upp passande teori för musikturism då det området intresserar oss, efter det skapade vi syfte och forskningsfrågor. Därefter har vi har valt att utföra åtta delvis strukturerade intervjuer för insamling av empiri. Vi har med hjälp av den insamlade empirin skapat en teoretisk och empirisk analys. Slutligen kunde vi presentera våra slutsatser. Slutsatser Vi har efter slutfört arbete fått bekräftat att en musikfestival faktiskt påverkar en ort på olika vis. Den största påverkan vi uppmärksammat är den ekonomiska som bidrar till investeringar och utveckling av näringslivet på orten. Andra tydliga effekter är hur ortens invånare och samhället i stort påverkas. En musikfestival bidrar till en känsla av gemenskap bland invånarna och detta i sin tur bidrar till engagemang och stolthet runt festivalen. Orter väljer gärna att förknippas med festivaler i den mån det går i sin marknadsföring, dels befinner de sig på plats under festivaldagarna för att sprida information om orten bland festivalbesökarna. Dels väljer de att i sin egen marknadsföring använda sig av festivalens varumärke och värdeskapande associationer. Fördelen med att skapa ett platsvarumärke är att orten kan skapa en identitet som de sedan väljer att lyfta fram för att locka besökare och särskilja sig ifrån andra orter. / The purpose of this study is to examine the effects a music festival has on the cities where they take place. Before this study we thought there would be effects but we wanted to distinguish these effects. We were also interested to see how the cities could use the music festival to their advantage in a marketing perspective, and if they choose to so. We also wanted to see if this could help a city to create a place brand. To help us examine this we constructed the following three questions; How can a music festival affect a city? How can a city take advantage of a music festival in their marketing? Why do cities choose to create a place brand? We have conducted a qualitative research, where we started by doing research to narrow down our questions and purpose. After this we created an interview guide and then performed eight interviews. These interviews have been the foundation for our study and are combines with theory in an analysis chapter. From our collected information and analysis we were able to draw conclusions. We have confirmed that a music festival will actually have on cities in various ways. The biggest effect we observed is the economic effect that contributed to investments and business developments in the city. Other noticeable effects are how the local residents and the wider community were affected. A music festival creates a sense of community among residents and this in turn contributes to the dedication and pride surrounding the festival. Cities often choose to be associated with festivals as far as possible in their marketing, and one way to do that is to attend the festival to spread information about the city and municipality to the festival visitors. We also see that cities can choose to take advantage of the associations surrounding the festival and its brand to use it in their own marketing. The benefits from creating a place brand is that the place can create an identity by which they choose to highlight what is unique there to attract visitors and distinguish it from other cities.

Öland’s Business Office is on the verge of developing a strategy for the island’s future tourism. Before any work with developing Öland can be carried out, it is essential to gain an understanding of how the place is perceived today. The purpose of this essay is to study the island’s current image and make recommendations for how the place brand could be developed. The methods used are literature studies and qualitative group interviews. The participants have been inhabitants of Öland and returning visitors from the Kalmar region. The main theories used involve place branding and place marketing. Our analysis shows that Öland’s image is of mixed status. Öland summer time and Öland winter time are two contrasting places. An extended tourism season would be preferable. The essay concludes with a SWOT-analysis and a list of recommendations for how to develop Öland’s brand.

Baigiamajame magistro darbe plačiau aptariamos kultūros paveldo (dėmesys fokusuojamas į architektūros paveldą) integracijos į šiuolaikinės taip vadinamos tinklaveikos visuomenės ekonominę ir socialinę sistemą. Darbe laikomasi principinio požiūrio, kad šiuolaikinis darbo, laisvalaikio organizavimas ir individų identitetai sąveikauja nuolatinio tapsmo sąlygomis ir yra priklausomi vieni nuo kitų. Vietos įvaizdis šiuo požiūriu tampa itin svarbus miesto/regiono/valstybės savęs reprezentacijos įrankis šiuolaikinėje žinių valdymu grįstoje visuomenėje. Šioje postruktūralistinėje vartotojų visuomenėje architektūros paveldas ir naujos architektūros intervencijos gali būti vienas esminių įrankių komunikuoti žinių pertekliaus epochoje. Pagrindinis tyrimo tikslas apibrėžti Kauno miesto patirtis ir galimybes reprodukuoti ir publikuoti žinių bagažą konceptualiai pristatant vietą. Todėl trijose darbo dalyse, naudojant specialiai susiformuotus teorinius tyrimo metodus aiškinamasi vietos įvaizdžio sampratos kaita pereinat iš industrinės į postindustrinę epochas, taip įvaizdžio diegimo problematika. Vėliau pereinama prie Kauno miesto patirčių ir potencialo analizės, paradomi charakteringi pavyzdžiai atitinkantys tiek vakarų vartotojiškos kultūros modifikacijas, tiek postkolonialinias įtakas vienaip ar kitaip formuojančias tiek vietos identitetą, tiek kultūros paveldo apsaugos/niokojimo apraiškas. Trečioji dalis skirta Kauno miesto kaip vietos naratyvo kūrimo galimybėms ir problematikai... [toliau žr. visą tekstą] / The thesis is to be about the first deeper glance in Lithuania issueing the place image throught architectural and cultural heritage management. The key factor is to challange the paradigma of how individual or scietist perceive architectural processes due side effets of changing World. Nevertheless, cultural heritage in Lithuania has a feature in academical field to be self-centered so hardly ever usefull for wider sociocultural progress if we consider that tourism or old town vitality is based not on heritage management itself, but depends on traditionally perceived which are the best routes for tourists or traditional area of walking around. This issue claims that in so called network society the most important is to recognise the possibilities and threats for architectural heritage to become an actine participator of network progress. It is clarely seen, that internet technologies and communicational options is to be elimate a traditional urban space out of field of public interest. However, city image is about to sell a place no matter in digital or either in real dimentions. Master work is solving the issue how the Kaunas could work and produce its image via architectural representation‘s forms and manners. First part of work is to describe early perception of place image in western countries. As a matter of fact, there‘s notice made that place image should meet an expectation. Since public realtions have became part of everydays expeirience and its self being... [to full text]

Basée sur une recherche-intervention effectuée dans le cadre d’une thèse CIFRE au sein l’association « Auvergne Nouveau Monde » (ANM), l’objectif de cette thèse consiste à identifier, comprendre et évaluer les déterminants sur lesquels repose la participation des parties prenantes (PP) à la démarche de marketing territorial de la marque de territoire ANM. Ressaisis dans les champs de la démocratie participative et du marketing territorial, les enjeux de la participation des PP d’une marque de territoire sont explicités ainsi que leurs fondements conceptuels. Puis, le terrain de recherche et la démarche méthodologique d’étude (7 études) sont exposés : cette dernière est constituée, d’un travail de contextualisation de la participation des PP de la démarche d’ANM (1, 2, 3, 4) puis, d’une étude qualitative réalisée auprès de 25 entretiens d’adhérents de l’association (5), et, enfin, du test par l'approche PLS (Partial Least Squares) de deux modèles d’équations structurelles (études 6 (adhérents) et 7 (ambassadeurs citoyens auvergnats)) des déterminants de la participation des PP de la marque ANM à la démarche de marketing territorial mise en œuvre. Enfin, les résultats de la validation des deux modèles d’équations structurelles (295 répondants) sont présentés puis discutés afin d’en délimiter les apports, les limites, les implications managériales et les perspectives de recherche. Les résultats obtenus démontrent que l’attachement à la marque ANM a une influence positive sur la participation des PP étudiées ; corrélativement, les résultats indiquent que cet attachement à la marque est influencé positivement par le sentiment d’appartenance régionale, l’implication organisationnelle (adhérents) et la satisfaction à l’endroit de l’association ANM porteuse de la marque. / Based on a research-intervention carried out as part of a CIFRE thesis within the association "Auvergne Nouveau Monde" (ANM), the objective of this thesis is to identify, understand and evaluate the different determinants on which lies the participation of the stakeholders in the place marketing process of the "ANM" brand of territory. In order to do this, in a first part, in the fields of participatory democracy and place marketing, the meaning, scope and stakes of the participation of the stakeholders of a brand of territory are explained as well as their conceptual foundations. Then, in a second part, the field of research and the methodological approach to study the participation of the stakeholders of the brand "Auvergne Nouveau Monde" are exposed: the latter consists, first, of a contextualization work on the participation of stakeholders in the ANM place marketing approach and then, secondly, of a qualitative study carried out through 25 interviews with members of the association ANM, and, thirdly, the PLS (Partial Least Squares) approach to two models of structural equations (a model for the members of the ANM association and a model for the brand ambassadors, citizens of Auvergne) of the determinants of the participation of ANM brand stakeholders in the implemented place marketing approach. In a third part, the results of the validation of the two structural equation models of the determinants of participation based on a total sample of 295 respondents are presented and then discussed in order to delineate both the inputs, limitations, managerial implications and research prospects. The results show that attachment to the ANM brand has a positive influence on the participation of the stakeholders studied; correspondingly, the results indicate that this attachment to the brand is positively influenced by the feeling of regional belonging, organizational involvement (for members) and satisfaction with the ANM brand association

[pt] A inserção de um tema na concepção de espaços comerciais pode tornar-se uma forma de promovê-los. Cada vez mais, estabelecimentos optam pelo título de temático com a intenção de adquirir novos valores, em especial aqueles que o tema traz consigo. Assim, são criados espaços de fuga do cotidiano onde todos os elementos compositivos devem remeter claramente ao tema adotado; quanto mais óbvia a identificação da narrativa melhor. Nesta dissertação, procuramos entender a construção deste modelo, as possíveis causas de sua consolidação e sucesso, o porquê do fascínio exercido pelos Espaços Temáticos, considerando-os sempre como produto histórico. Buscamos, ainda, dentro deste modelo temático, a identificação de futuras tendências, onde se enquadrariam as grandes marcas que se tornam temas de si próprias. / [en] The addition of a theme during the conception of commercial spaces can become a way of promoting them. More and more establishments opt for the themed title willing to acquire new values, especially those brought along with the theme. This way, we create spaces of escape where all the elements clearly refer to the adopted theme; the more obvious the identification of the story told, the better. In this dissertation we intended to understand the construction of this model, the possible causes of its consolidation and success; the reason for the enchantment produced by the Themed Spaces, considered always as historical products. We still searched, within this thematic model, for the identification of future tendencies in which can be included the brands that turn into their own themes.

The purpose of this thesis is three-fold. First, it explored the ski resort marketing based on place and destination marketing theories. New trends and best practices support the theory by practical examples from the field and online research. Moreover, general hypotheses about ski resorts' visitors were defined. The second objective was to analyze the behavior of ski resorts' visitors based on a quantitative research. As a result, the predefined hypotheses were either confirmed or disproved. Finally, practical implications and recommendations combining the recent trends and tourists' experiences were discussed to suggest future development of ski resort marketing practices. In the end, research results, conclusions as well as its limitations are presented. Overall, this thesis could serve as a comprehensive study of current trends in the area of ski resort marketing and visitors' behavior and experiences.

No description available.

This thesis investigates the phenomenon of creative hubs in former industrial sites based upon the case study of Hub Criativo do Beato and its process of implementation in Lisbon, Portugal. The hub is explored in relation to political-cultural power embedded in the practice of globalism and public-private partnership. The empirical study represents a common case of creative hubs, but also indicates of a unique aspect of implementation as the decision-making process is shown to bypass the municipal planning department. Conflicting narratives between the rhetoric of the intermediary actor StartUp Lisboa and local concerned are analysed by given value-and-power questions of Flyvbjerg (2002) in relation to globalisation, the creative economy and neo-liberalisation. Data is collected through interviews with actors representing different perspectives and interest to the eastern riverside. Findings shows that globalisation is in the eye of the intermediary manager of the project as an opportunity to accumulate investments and knowledge for the city. The local economic practitioners portray an already ongoing entrepreneurial and global processes in the eastern riverside, and present opposed wishes for governmental involvement within the entrepreneurial and creative practice. The conclusion draws attention to the principal concern of the creative discourse taken for granted in practise. In this case, narratives show that Hub Criativo do Beato is carried out mainly for the city to compete on the global arena, without greater concern for the local context, which resulted in missing great opportunities to deal with challenges and local participation in the planning approach to the eastern riverside of Lisbon.

Idag är det få platser som inte är föremål för någon typ av varumärkesarbete. Marknadsföring och varumärkning av städer, regioner och länder ses som ett sätt att konkurrera om ekonomiska resurser utifrån, men också för att skapa relationer till de egna invånarna. Denna uppsats ämnar undersöka förhållningssättet hos nyckelintressenter för en kommuns platsvarumärkning och vilka strategier som lyfts fram för att kommunicera stadens bild. Detta görs genom en litteraturstudie, och en fallstudie. Litteraturstudien avser att redogöra för skillnader mellan olika begrepp och förstå vilka åtgärder som bidrar till bilden av en stad. Fallstudien utgår ifrån Stockholms stad och intervjuer med representanter från stadens nyckelintressenter för varumärkesprocessen. Sammanfattningsvis indikerar studien på att det kan finnas både likheter och skillnader i hur olika nyckelintressenter förhåller sig till roller och strategier. / Today, there are few places that are not subject to some form of branding efforts. Marketing and branding of cities, regions, and countries are seen as a way to compete for external economic resources, as well as to establish relationships with their own residents. This paper aims to investigate the attitudes of a municipality's key stakeholders toward its place branding process and to explore the strategies that can be employed to communicate the city's image. This is achieved through a literature review and a case study. The literature review seeks to elucidate differences between various concepts and to understand the actions that contribute to shaping a city's image. The case study focuses on the city of Stockholm, involving interviews with representatives from the city's key stakeholders in the branding process. In conclusion, the study suggests that there may be both similarities and differences in how different key stakeholders approach their roles and strategies.