Place Marketing as Governance Strategy: An Assessment of Obstacles in Place Marketing and Their Effects on Attracting Target Groups

Authors


  • Jasper Eshuis is assistant professor in the Department of Public Administration at Erasmus University Rotterdam. His research focuses on the governance of complex systems, with a special interest in public branding and place marketing. Together with Erik-Hans Klijn, he recently published Branding in Governance and Public Management (Routledge, 2012). E-mail: eshuis@fsw.eur.nl

  • Erik Braun is senior researcher and lecturer in urban economics and city marketing at the Erasmus School of Economics, Erasmus University Rotterdam. He published his doctoral dissertation on city marketing in 2008. His research interests include the application of marketing and branding concepts by cities and regions, place brand management, place brand perceptions, and the governance of place marketing as well as a broad range of urban economic issues. E-mail: braun@ese.eur.nl

  • Erik-Hans Klijn is professor in the Department of Public Administration at Erasmus University Rotterdam. His research activities focus on complex decision making, network management, public–private partnerships, branding, and the impact of media on complex decision making. He has published extensively in international journals and is author of Managing Uncertainties in Networks (with Joop F. M. Koppenjan, Routledge, 2004) and Branding in Governance and Public Management (with Jasper Eshuis, Routledge, 2012). E-mail: klijn@fsw.eur.nl

Abstract

Place marketing is increasingly being used as a governance strategy for managing perceptions about regions, cities, and towns. What are the most important obstacles to implementing place marketing? Based on a survey of 274 public managers involved in place marketing in the Netherlands, this article analyzes the main obstacles as perceived by public managers. It also analyzes the effects of obstacles on perceived results of place marketing in terms of attracting target groups. A factor analysis of a variety of obstacles investigated in the survey shows three clearly demarcated obstacles: administrative obstacles within municipalities, obstacles in developing the substance of marketing campaigns, and political obstacles. Obstacles in developing the substance of the marketing campaigns have significant effects on the results of place marketing in terms of attracting stakeholders, whereas the two other obstacles have no significant influence.

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