Legitimacy and inclusivity in Place Branding

Shalini Bisani*, Marcella Daye, Kathleen Mortimer

*Corresponding author for this work

Research output: Contribution to JournalArticlepeer-review

Abstract

Scholars have increasingly called for multi-stakeholder and participatory approaches to place branding. The inclusion of communities is often argued for creating legitimate place brands. However, there is limited understanding of how these notions interact. This paper investigates how stakeholders construct legitimacy and inclusivity in their place branding practices. We develop a theoretical framework for legitimacy-inclusivity and apply it to a case study of Northamptonshire, UK. The analysis reveals contrasting approaches by industry stakeholders and voluntary organisations in terms of representation and advocacy, engagement and co-creation, and effectiveness and impact. The unique characteristics and mechanisms of voluntary organisations, which facilitate community leadership and engagement, have implications for more inclusive and legitimate place branding
Original languageEnglish
Article number103840
Number of pages14
JournalAnnals of Tourism Research
Volume109
Early online date17 Sept 2024
DOIs
Publication statusPublished - 17 Sept 2024

Data Access Statement

Data will be made available on request

Keywords

  • Place Branding
  • Inclusion
  • tourism
  • Voluntary sector
  • Northamptonshire

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