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- W297925560 abstract "The purpose of this paper is to widen the sometimes too managerial view of place and destinationbranding into the discipline of design. By using a designerly approach, the concept of capturing andbuilding brand equity is seen as an evolutionary and creative process, open to the involvement of thecommunity. This is in contrast to the tapping of a place’s identity into common values that couldapply for any place in the world, and the use of linear processes without taking advantages of thespecific conditions for the place.Theoretical perspectives are obtained from two angles: place branding with an emphasis tomarketing, and design theory with a participatory approach. In order to exemplify the role of designin a place branding context, the authors’ own experiences of being actively involved in thedevelopment process at an ecotourism destination in Kenya are declared. By adopting an openapproach and the process of reflection in action, the authors continuously reframed the problemsetting, developed and adapted actions throughout in order to suit the specific context.Both practical and theoretical results were obtained. Practical ideas and actions for developmentwere produced, that takes the local needs, prerequisites, and its unique features into consideration.Five main implications for adopting a designerly way into the field of place branding were outlined:connection to context, open process, community participation, idea generation and communicationthrough visualization. The contribution is a better understanding of the benefits of design, as well asan understanding of the importance of the specific context in place branding." @default.
- W297925560 created "2016-06-24" @default.
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- W297925560 date "2013-01-01" @default.
- W297925560 modified "2023-09-27" @default.
- W297925560 title "Community‐based tourism development - a designerly approach to destination branding" @default.
- W297925560 hasPublicationYear "2013" @default.
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