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Place branding & place marketing 1976–2016: A multidisciplinary literature review

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Abstract

This contribution offers a systematic and complete overview of the scientific literature in the field of place marketing and place branding research. A total of 1172 articles published between 1976 and 2016 in 98 different journals were analyzed and meticulously classified into categories and subcategories according to disciplinary approach, method used and perspective adopted. This literature review thus provides a detailed overview of the state of the art and reveals various trends and developments in this emerging field of study. Among other things, it demonstrates that the field suffers from a lack of conceptual clarity, diverging definitions and a weak theoretical foundation, which means it addresses a very broad range of research topics. In addition, the field lacks empirical evidence and explanatory articles, meaning that the numerous hypotheses concerning the effects of place marketing activities on attractiveness remain unsubstantiated. The review also underscores the literature’s lack of interest in the political and institutional contexts of places, although this information is crucial in terms of public management. Moreover, this work notes that the rhetoric of consultants is given pride of place, with the publication of numerous prescriptive articles focused on sharing best practices. Finally, this study notes the existence of a significant number of critical articles.

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Notes

  1. However, rigorous case studies can provide reasonably good results, as shown in an article on place branding case studies (Lajarge 2000).

  2. According to Hankinson (2010), “After years of separate development, there has recently been a convergence between the academic domains of urban policy, tourism and mainstream branding resulting in the emergence of a new domain of place branding.” We would also add public management, classic marketing and political science to the list of disciplines active in this field, as evidenced by certain articles published in their respective academic journals.

  3. Apart from two student assistant colleagues who provided assistance with the downloading, printing and storage of the articles during the systematic phase, the author conducted this entire research project on his own.

  4. Here is the complete list: Place Branding and Public Diplomacy (formerly known as Place Branding), Urban Studies, Cities, International Journal of Urban and Regional Research, Journal of Place Management and Development, European Planning Studies, European Journal of Marketing, European Urban and Regional Studies, Tourism Management, Journal of Marketing Management, Procedia-Social and Behavioral Sciences, Journal of Brand Management, Journal of Business Research, Annals of Tourism Research, Journal of Vacation Marketing, Journal of Travel & Tourism Marketing, Journal of Destination, Marketing & Management, Tijdschrift voor economische en sociale geografie, Town Planning Review, Journal of Travel Research, Urban Geography, Journal of the American Planning Association, City & Community, Journal of Hospitality Marketing & Management (formerly known as Journal of Hospitality & Leisure Marketing), Marketing Theory, Journal of Product & Brand Management, Public Administration Review, International Review of Administrative Sciences, Public Management Review and International Journal of Public Sector Management.

  5. With the exception of the journal Procedia - Social and Behavioral Sciences, whose content varies widely from one article to the next.

  6. These aggregate data (combinations) represent the 576 documents in the “entirely relevant” category.

  7. Note that 428 is 56% of 762 items rather than 790. This is because for the purposes of classification by method we eliminated the 28 books from our corpus, after realizing that it was difficult to determine a method category for eclectic publications of this type.

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Acknowledgements

The author would like to warmly acknowledge Edith Skewes-Cox and Stephen Jones for their valuable assistance with editing and translation. He also wants to offer his gratitude to the two student assistants Lisa Raval and Mathieu Gobet who provided assistance with the downloading, printing and storage of the articles during the systematic phase. His thanks are also due to Prof. Martial Pasquier who supported him in the conception and production of this literature review.

A preliminary version of the present literature review, in the form of a working paper in French and in English (Vuignier 2016a, b), presents in more detail certain steps and reflections of the researcher while carrying out the review.

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  1. Swiss Graduate School of Public Administration (IDHEAP), University of Lausanne, Lausanne, Switzerland

    Renaud Vuignier

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  1. Renaud Vuignier
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Correspondence to Renaud Vuignier.

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The complete and detailed database of the 1172 publications analyzed is available upon request to the author: Renaud.Vuignier (2016b) at unil.ch. All these references are also mentioned in the bibliography of the IDHEAP working paper from the same author entitled “Place marketing and place branding: A systematic (and tentatively exhaustive) literature review.”

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Vuignier, R. Place branding & place marketing 1976–2016: A multidisciplinary literature review. Int Rev Public Nonprofit Mark 14, 447–473 (2017). https://doi.org/10.1007/s12208-017-0181-3

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