Research Agenda for Place Branding

Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the 'reset button' on such activity and fully reconsider its purpose and goals.Chapters span a range of important themes in contemporary place branding and are organised into sections covering place branding governance, contexts, experience and creativity. Drawing on contributions from key international scholars across a variety of academic disciplines, the book showcases an interplay of oppositional perspectives - ranging from those who see place branding as a potential means of improving the economic vitality of places, to others who consider much existing place branding activity exclusionary to certain sectors of society.Providing a wealth of creative and innovative suggestions on how place branding can be done, thought about and researched differently in the future, this Research Agenda will be a key resource for research-oriented academics and students in marketing, geography, planning and tourism.