Data di Pubblicazione:
2019
Citazione:
Stereotypical versus experiential destination branding : the case of Milan city / I. De Noni, L. Orsi, L. Zanderighi. - In: CITY, CULTURE AND SOCIETY. - ISSN 1877-9166. - 17:2(2019 Jun), pp. 38-45. [10.1016/j.ccs.2018.10.001]
Abstract:
In the last decades several contributes have tried to provide theoretical solutions and models for measuring the
value of a place, a destination, a city. Specifically, some of them have explored the role several factors and different
stakeholders play in the place branding evaluation and perception process. However, no conclusive findings
are documented and several aspects need to be further investigated. In order to extend the understanding
of city branding, this study focuses on the perceived image of Milan and performs a gap analysis by exploring
specific factors and specific types of stakeholders. Based on target's provenance and degree of knowledge of city,
stereotypical and experiential perceptions of Milan are measured with respect to nine main city attributes as
summarized by literature background and compared to the brand values of some important European cities. The
findings highlight a mismatch between the stereotypical and experiential perception at different levels and provide
the framework to inspire more effective marketing policies for the improvement of city's image.
Tipologia IRIS:
01 - Articolo su periodico
Keywords:
place branding; city branding; place management; destination management; brand communications
Elenco autori:
I. De Noni, L. Orsi, L. Zanderighi
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