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Trying to be Attractive: Image Building and Identity Formation in Small Industrial Municipalities in Sweden
Dalarna University, School of Technology and Business Studies, Human Geography.ORCID iD: 0000-0002-4919-4462
2008 (English)In: Place Branding and Public Diplomacy, ISSN 1751-8040, Vol. 4, no 2, p. 102-114Article in journal (Refereed) Published
Abstract [en]

Efforts of creating and communicating positive images constitute a considerable part of contemporary regional development strategies. The use of different marketing practices has become a popular way to promote attractiveness for tourists, business and in-migrants in growth regions as well as in peripheral and economically vulnerable regions across Europe. In this article I explore the employment of different place marketing strategies as a development tool in specific local contexts. The study aims at understanding the role of place marketing in the process of image building in municipalities with experiences of negative economic development and unfavourable images. The empirical material used consists of a case study with six small industrial municipalities in the Swedish Bergslagen region. Strategies of image building are described and analysed by using a conceptual model of different cultural economy approaches to development. The case study indicates that place marketing in a broader sense should not only be looked upon as a matter of selling the municipality to outsiders such as tourists and potential in-migrants. In some types of municipalities, place marketing efforts are rather a matter of adding new aspects to, or entirely changing the place brand. An important target group is in this case the inhabitants of the region. By selling itself to ‘insiders’ the municipalities are trying to create a discourse of attractiveness.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2008. Vol. 4, no 2, p. 102-114
Keywords [en]
Place marketing, image, cultural economy, Bergslagen
National Category
Human Geography
Research subject
Komplexa system - mikrodataanalys, General Microdata Analysis - tourism
Identifiers
URN: urn:nbn:se:du-3133DOI: 10.1057/palgrave.pb.6000086OAI: oai:dalea.du.se:3133DiVA, id: diva2:519907
Available from: 2008-02-21 Created: 2008-02-21 Last updated: 2015-06-15Bibliographically approved

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Heldt Cassel, Susanna

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf