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Trying to Be Attractive: Image Building and Identity Formation in Small Swedish Industrial Municipalities
Dalarna University, School of Technology and Business Studies, Human Geography.ORCID iD: 0000-0002-4919-4462
2007 (English)In: Association of American Geographers, Annual Meeting, San Francisco, 2007Conference paper, Published paper (Other academic)
Abstract [en]

Efforts of creating and communicating positive images constitute a considerable part of contemporary regional development strategies. The use of place marketing 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 place marketing as a development tool in specific local contexts. The study aims at understanding the role of place marketing in municipalities with experiences of negative development. The empirical material used consists of a case study with six small industrial municipalities in the Swedish Bergslagen region. Strategies of image building and place marketing are described and analysed by using a conceptual model of different cultural economy approaches to development. The case study indicates that place marketing 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 is rather a matter of building new images and selling itself to ‘insiders’ by creating a discourse of attractiveness.

Place, publisher, year, edition, pages
San Francisco, 2007.
Keywords [en]
Attractive places, Place marketing, Image, Identity formation, Bergslagen, Industrial municipalities
Identifiers
URN: urn:nbn:se:du-2652OAI: oai:dalea.du.se:2652DiVA, id: diva2:521704
Conference
Association of American Geographers, Annual Meeting , San Francisco, 17-21 april, 2007, 2007
Available from: 2007-04-04 Created: 2007-04-04 Last updated: 2015-06-15Bibliographically approved

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Heldt Cassel, Susanna

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CiteExportLink to record
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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