Bottlenecks in place marketing and their effects on attracting target groups

Academic Public Administration Studies

Bottlenecks in place marketing and their effects on attracting target groups

Show full item record

Title: Bottlenecks in place marketing and their effects on attracting target groups
Author: Eshuis, Jasper; Braun, Erik; Klijn, Erik-Hans
Abstract: Place marketing is increasingly used as a governance strategy for managing perceptions about regions, cities and towns. Both public and private parties engage in place marketing activities to create positive images, and attract residents, investors and tourists. However, only little empirical research has been done on the working and the results of place marketing. This paper contributes to filling that knowledge gap on the basis of a survey among 200 professionals and politicians involved in place marketing in the Netherlands. The paper examines the bottlenecks in place marketing. Also we research the effects of the bottlenecks on outcomes of place marketing in terms of attracting target groups. A factor analysis of a variety of bottlenecks investigated in the survey shows three clearly demarcated bottlenecks: administrative bottlenecks within the municipalities, bottlenecks in developing the substance of marketing campaigns, and political bottlenecks. The survey also shows that the bottlenecks in the developing the substance of the marketing campaigns have significant effects on the effects of place marketing in terms of attracting stakeholders while the two other bottlenecks have no significant influence.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/403
Date: 2011-08-05


Files in this item

Files Size Format View
EGPA_2011_PSG_XVI_Eshuis.doc 192.5Kb Microsoft Word View/Open

This item appears in the following Collection(s)

Show full item record

Search APAS


Advanced Search

Browse

My Account

Statistics