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Towards Smart and Strategic Place-Brand Engagement
(Abstract of the 30th Nordic Symposium on Tourism and Hospitality Research, 2022)





AuthorsPohjola Tuomas, Aalto Johanna, Lemmetyinen Arja

EditorsAnatoly Lvov, Raija Komppula, Jarmo Ritalahti

Conference nameNordic Symposium on Tourism and Hospitality Research

Publishing placePorvoo

Publication year2022

Book title 30th Nordic Symposium on Tourism and Hospitality Research: Participatory approaches to development for desirable tourism futures. Book of abstracts

Web address https://www.nordicsymposium2022.fi/files/2022/09/Book-of-Abstracts.pdf(external)

Self-archived copy’s web addresshttps://research.utu.fi/converis/portal/detail/Publication/176673375(external)


Abstract

The article sets out the dimensions of engagement with a place brand and illustratrates the interconnectedness of the place-brand actor roles (Quadruple Helix counterparts) with the regional Smart Specialisation Strategy (S4) of the European Union objectives and their strategic significance to the place-brand. Special attention will be paid to the role of a university in a place-brand value co-creation ecosystem. The case data is from two development projects that have been implemented in the province of Satakunta in Finland (2020-2022).

The S4 strategy emphasises the Entrepreneurial Discovery Process (EDP). It is inherently concerned with
stakeholder engagement and co-creation and aims to facilitate the identification of regional strengths and
leveraging them for growth and sustainability enhancement (Komninos et al., 2021). Additionally, the ever-deepening influence of technology and data ina dynamic place-brand ecosystem context, in the form of the digital transformation and utilisation of smart technologies including social media, big data, and mobile technologies in place-brand development, is becoming imperative for most organisations targeting economic and sustainability goals (Pohjola et al., 2020; Mariani et al., 2018).


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Last updated on 2024-26-11 at 23:11