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- Volume 3, Issue 2, 2011
Catalan Journal of Communication & Cultural Studies - Volume 3, Issue 2, 2011
Volume 3, Issue 2, 2011
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Advancing the study of place brands, tourism and reputation management
Authors: Nigel Morgan and Assumpció HuertasThis editorial provides an introduction to this special issue on tourism, place brands and reputation management. It explains the themes addressed in the following collection of articles and briefly locates the emerging field of place brand studies and identifies its origins in the place promotion literature. The issue is conceived as a kind of open-ended exchange of ideas between scholars interested in tourism, place brands and cultural and communication studies in their widest sense, with the central focus being the further conceptualization and practical understanding of the nature of place brands. The second part of the editorial briefly introduces each of the following articles that attempt to make progress in engaging with some of these important issues.
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Place media events and place image communication: The role of festivals and special events from the perspective of media relations
Authors: Bingqi Feng, Bing Dong, Taolong Xu and Ruofei FengThis article attempts to demonstrate the significant role played by festivals and special events in place image communication from the perspective of media relations through a review of the literature referring to place image and media relations. By developing the term ‘place media event’, the authors arise a number of issues in place image communication. The authors argue that to win satisfactory uncontrolled media coverage, the importance of inner place image, media relations practitioners, media logic and routine media relations practices should been highlighted. These factors determine the successful transformation of standard events into media events.
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Innovation and identity in Barcelona’s tourist image as represented by souvenirs
More LessBarcelona is an excellent example of a city that has been re-imaged greatly in recent years. The aim of this research was to study tourist image change and innovation in Barcelona in terms of its represented cultural identity. For this purpose, the content of souvenirs located in souvenir shops of the Gothic Quarter of Barcelona was analysed. Findings suggest that image innovation in terms of cultural identity is not complete and that there are different coexisting and conflicting cultural tourist images in Barcelona. Catalan, Spanish and global cultural identities are present, with intangible Catalan culture particularly under-represented by souvenir themes. The article identifies possible weak aspects in Barcelona’s image innovation process and implementation, and includes suggestions for improvement.
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Tourism and cultural identity: Promoting Buenos Aires as the cultural capital of Latin America
Authors: Mariana Gómez Schettini and Claudia Alejandra TroncosoSome urban areas in Buenos Aires were neglected for many decades by both public and private investment. As a result these areas underwent a process of degradation. However, in the last twenty years the city has undergone renewal processes and urban restructuring that have slowly redefined different cultural and tourist enclaves. As part of this process, and in the context of a tourist boom, public and private investment flourished, rooted in new public policies whose main purpose was to promote cultural tourism. At the same time several cultural manifestations considered threatened by globalizing forces were protected by heritage legislation. The main purpose of this article is to analyse the role of culture in tourism promotion of Buenos Aires. In particular, it examines the urban heritage and local identity valorization processes as part of tourism policies developed specially during the 2000s.
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Communicating locality: Culture, canon and place promotion in a post-socialist context
More LessThe Fish Soup Cooking Folk Festival was originally organized to celebrate the 300th anniversary of the community of Baja, in southern Hungary, becoming a town. In the past few years the festival has been developed to become one of the largest gastronomic festivals in the country. As such, it not only provides a basis for local identity but also serves as a tourist attraction. In this article, the author aims to uncover the mechanisms of the construction of local identity, attraction and place promotion, and assess their links with local history and culture. The role of the local elite in these canonizing processes is also outlined. The study concludes by demonstrating the process of the brand development of the festival and through it, the development of the locality as a brand.
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Mobility and transidiomatic practices in a tourist resort on the Costa Brava, Spain
More LessAs globalization advances, the arrival of people from around the globe to the coastal towns of Spain for leisure purposes or in search of better work opportunities has created important niches of persons who engage in multilingual and transnational practices and who compete over the control of material and symbolic resources. Such mobile citizens have brought about deep transformations in the linguistic, social and economic configuration of Empuriabrava, a tourist resort located on the Costa Brava, Spain. A networked ethnography undertaken in 2008 over two years has yielded extensive participant-observation data, interview data for key community members and abundant documentation on Empuriabrava, all of which will be used to address how boundaries are constructed by a long-established group of northern Europeans and more recently by people from developing regions of the world, and how these communities struggle over the (re)definition of linguistic, economic and political spaces and practices within the Catalan context as a broader phenomenon.
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Costumer-based brand equity for tourism destinations in Patagonia
Authors: Marina Zanfardini, Lucía Tamagni and Andrea GutauskasWe conducted empirical research into brand equity for two mountain tourism destinations, Villa la Angostura (VLA) and Villa Pehuenia (VP), in the Patagonia region of Argentina. Brand equity was measured through four dimensions: brand awareness, perceived image, perceived quality and loyalty. A structured survey was administered to a sample of 400 respondents living in Neuquén city, an important nearby source market for the destinations. Findings indicated high familiarity with both tourism brands. The Neuquén tourism market perceived both brands as nature and snow destinations, with beautiful landscapes and a range of attractions. High levels of perceived quality and positive loyalty attitudes and behaviours were also detected, although evidence was found of a differentiated perceived image for each destination. VLA was identified as a destination with a range of activities and services and better accessibility, while VP was identified as a destination with very hospitable hosts. VP seemed to be a more relaxing and peaceful destination but at the same time less entertaining compared to VLA. This research contributes to the local literature on equity brand measurement; recommendations for destination marketers are also presented.
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Use of online versus offline information sources by tourists
Authors: Manuela López and Maria SiciliaUnderstanding how tourists acquire knowledge is crucial to developing effective marketing communication strategies. With the advent of the Internet, tourist information search strategies have changed drastically. However, few studies have analysed their new search patterns in depth. This article analyses preferred information sources including both personal and impersonal sources. The trade-off between online and offline sources is also examined. Results indicate that travellers seek more information online when the source is impersonal. For personal sources and for long, expensive and foreign trips, offline sources still remain crucial.
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Recommendation culture’s influence on the promotional communication of Spanish autonomous community brands
More LessThe irruption of social media in the tourism sector has transformed the way people plan their trips. Nowadays users can experience their stay before going to the destination by watching other tourists’ videos, reading others’ referrals before booking a hotel, and making enquiries about the must-sees of a region. These user-generated content websites have promoted the appearance of a new recommendation culture. This new communicative sphere has had a significant impact on the tourism sector, with destination marketing organizations obliged to find meaningful and engaging new ways to attract more tourists to their territories. This article analyses and classifies the influence of this new recommendation culture on mainly online promotional communication strategies, tactics and messages of destination marketing organizations in each of the Spanish autonomous communities.
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Websites and place branding for seven Galician cities: An exploratory study
More LessIn this article, we analyse the content of the municipal and tourist websites of the seven main cities in Galicia. The aim was to assess the degree of development of their place branding strategies. Results indicate that graphic brands are not fully developed and functional, and emotional brand attributes, despite being present on sites, are not optimized and thus do not contribute to city identification and differentiation.
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Authors: Andra Siibak and Keily Traks
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