Chiara Mauri – författare

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

The Three Hs: Hotels, Hospitality and Holidays – Strategies for Successful Place Brands in the Post-Pandemic "New Normal" examines how place branding is being fundamentally reshaped in the aftermath of the COVID-19 pandemic. As global tourism, hospitality, and holiday industries confront disrupted mobility, accelerated digitalisation, heightened sustainability pressures, and shifting consumer expectations, destinations are increasingly required to rebuild trust, resilience, and authenticity in an uncertain and volatile environment.Conceptualising hotels, hospitality services, and holiday destinations as the interconnected "Three Hs", this book positions place branding as an integrative, multi-stakeholder discipline that extends beyond traditional marketing communication. It explores how territorial identity, cultural narratives, digital technologies, and strategic governance interact to shape competitive and sustainable place brands in the post-pandemic "new normal". Bringing together leading international scholars and practitioners, the volume offers theoretically grounded and empirically informed insights into how destinations respond to crises, manage their reputations, and co-create value with residents, visitors, and institutional stakeholders.The book addresses critical contemporary themes, including digital transformation, artificial intelligence, smart destinations, sustainability integration, stakeholder engagement, authenticity, and crisis resilience. Structured across five interconnected sections, it moves from foundational perspectives on place identity and cultural meaning, through technological and digital innovations, to strategic marketing and management approaches, global comparative case studies, and future-oriented research agendas. Together, these perspectives highlight how innovation, technology, sustainability, and storytelling are redefining competitive advantage across diverse geographic and cultural contexts.Designed for both academic and professional audiences, this volume provides rigorous frameworks, global case evidence, and practical insights for researchers, graduate students, destination marketers, hospitality executives, policymakers, and urban planners. By combining conceptual depth with applied relevance, The Three Hs offers timely guidance for building resilient, ethical, and technologically enabled place brands in the evolving global tourism and hospitality landscape.