Tourism, the burden of authenticity and place branding

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Standardised place branding practices such as the serial reproduction of cultural attractions have been heavily criticised for producing ‘comfortingly predictable’ tourist spaces (Edensor, 2006), while, paradoxically, fuelling the touristic quest for authentic places. This is essentially the burden of authenticity. In unravelling this conundrum, we consider how applications of marketing management thinking to tourism have exacerbated commodification processes, by homogenising places. We then explore how more recent marketing thinking opens up new possibilities for action, facilitating experience co-creation, the realisation of value and the potential for existential authenticity. The implication for place is that marketing should not be fully determined or articulated in advance. Rather than managing value per se, tourism places should focus on the resources out of which value can be created. Here the place brand becomes an important symbolic resource.

Original languageEnglish
Title of host publicationA Research Agenda for Place Branding
PublisherEdward Elgar Publishing Ltd.
Pages215-231
Number of pages17
ISBN (Electronic)9781839102851
ISBN (Print)9781839102844
DOIs
Publication statusPublished - 1 Jan 2021
Externally publishedYes

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