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Think locally, acT globally. The new possibiliTies for place branding.
by Vasily DubeykoVskiy. 9th March 2016, davos
Travel decision ModelМОДЕЛЬ «3 И»: ПУТЬ ТУРИСТА В ГОРОД
Currenttourists
Potential tourists
AWARENESS
Quantity
All t
ouris
ts
Quality Interest
IMAGE OCCASION
decenTralizaTion of coMMunicaTionComms Controllability Vs # oF stakeholDers
Controllability oF CommuniCations
# oF stakeholDers
product Corporation place
decenTralizaTion of coMMunicaTiontHe future oF plaCe branD CommuniCation
1
2
place brand is the idea that: - is relevant to the place identity - unites all inhabitants
each stakeholder becomes a touch point for the place brand.
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