Place branding and sustainable rural communities: qualitative evidence from rural areas in Denmark

Barbora Gulisova*, Chris Horbel, Egon Noe

*Kontaktforfatter

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstract

Several significant societal and economic shifts threaten the sustainability of rural places. More rural communities and municipalities have started to employ place branding to attract residents and businesses and to maintain the service level required to sustain their communities. This study aims to better understand the potential benefits of place branding for the sustainability of rural communities. An exploratory, qualitative research design using case studies from rural places in Denmark was applied. The findings suggest that the level of institutionalization of the place branding approach and the scope of actor engagement influence the type and strength of social sustainability outcomes. Future research should broaden the scope to include both environmental and economic sustainability dimensions. Furthermore, the impact of place branding on sustainability in other spatial contexts, such as cities or countries, should be investigated.

OriginalsprogEngelsk
TidsskriftJournal of Strategic Marketing
ISSN0965-254X
DOI
StatusE-pub ahead of print - 2021

Bibliografisk note

Publisher Copyright:
© 2022 Informa UK Limited, trading as Taylor & Francis Group.

Fingeraftryk

Dyk ned i forskningsemnerne om 'Place branding and sustainable rural communities: qualitative evidence from rural areas in Denmark'. Sammen danner de et unikt fingeraftryk.

Citationsformater