Atlantic Arc Cities

A brief by Elise Baudelet, junior expert in territorial marketing at CAAC

Citizens’ involvement is correlated to tourism development as a positive support facilitates its improvement whereas opposition can restrain it (1). Territorial marketing strategy mobilises the actors of the territory to contribute upstream (the diagnosis) to downstream (the operational implementation of policies). Therefore, analysing the elements that lead residents to join the strategy of the destination will help to expand the host community as well as the hospitality of a city.

Indeed, to define the brand identity of the place through its unique characteristics, inhabitants should be asked for their feeling and feedbacks. For instance, in the frame of the AT Brand project, the city of Cardiff has required its citizens’ ideas to create communication on its identity. On one hand, it will help the city to define its image by gathering numerous thoughts based on real…

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