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How to measure the impact of place-marketing activities
Dalarna University, School of Technology and Business Studies, Business Administration and Management.ORCID iD: 0000-0001-6363-7066
University of Eastern Finland, Joensuu, Finland.ORCID iD: 0000-0002-9146-9984
2018 (English)Conference paper, Oral presentation only (Other academic)
Abstract [en]

This paper aims to explicate and integrate the main methods of measuring the effects of place marketing. Rather than favouring one method over another a priori, we seek to understand each model on its own terms in order to illuminate key assumptions and hypotheses. Only after each method has been considered separately do we compare and contrast the different methods to provide a sound basis for evaluating the models measuring the effects of place marketing activities empirically.

Generally, the methods hitherto developed to measure the effect of place marketing activities posit causal mechanisms in line with the ‘quasi-experimental’ evaluation model or are simple ex ante/ex post comparisons. This finding has implications for the formulation of place marketing activities. Depending on what method is used under what circumstances, the effects of place marketing activities will differ. The paper suggests a model for evaluating the impact of place marketing activities.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Place marketing, success measurement, evaluation methods, methodology
National Category
Business Administration
Research subject
Complex Systems – Microdata Analysis
Identifiers
URN: urn:nbn:se:du-29251OAI: oai:DiVA.org:du-29251DiVA, id: diva2:1274956
Conference
The 58th European Regional Science Association’s Congress, 28-31 August 2018, Cork, Ireland
Available from: 2019-01-03 Created: 2019-01-03 Last updated: 2019-01-04Bibliographically approved

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Rauhut Kompaniets, Olga

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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