TY - JOUR
T1 - Narratives of a tourism destination
T2 - Local particularities and their implications for place marketing and branding
AU - Lichrou, Maria
AU - O'Malley, Lisa
AU - Patterson, Maurice
PY - 2010/5
Y1 - 2010/5
N2 - This article presents an investigation into local narratives of place and their implications for place marketers and policymakers. It first examines the key challenges involved in marketing places in general and tourism destinations in particular. Following this, it presents, through a narrative methodology, the views of local stakeholders of the island of Santorini, Greece, in relation to their experience of the place's rapid transformation into a tourism destination. Drawing on the local narratives of place and their theorising of local particularities, the article discusses important implications for place marketing, including the political challenges and the role of place image in successful place branding.
AB - This article presents an investigation into local narratives of place and their implications for place marketers and policymakers. It first examines the key challenges involved in marketing places in general and tourism destinations in particular. Following this, it presents, through a narrative methodology, the views of local stakeholders of the island of Santorini, Greece, in relation to their experience of the place's rapid transformation into a tourism destination. Drawing on the local narratives of place and their theorising of local particularities, the article discusses important implications for place marketing, including the political challenges and the role of place image in successful place branding.
KW - local particularities
KW - place marketing and branding
KW - stakeholder narratives
UR - http://www.scopus.com/inward/record.url?scp=77956303974&partnerID=8YFLogxK
U2 - 10.1057/pb.2010.10
DO - 10.1057/pb.2010.10
M3 - Article
AN - SCOPUS:77956303974
SN - 1751-8040
VL - 6
SP - 134
EP - 144
JO - Place Branding and Public Diplomacy
JF - Place Branding and Public Diplomacy
IS - 2
ER -