Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning

Ingvar Tjøstheim and Frank M. Go

Chapter Chapter 14 in International Place Branding Yearbook 2011, 2011, pp 165-176 from Palgrave Macmillan

Abstract: Abstract Experience of place is multifaceted. A place has many offerings and meanings and, for consumers, each product, service, event or place is likely to have several meanings attached to it. Typically, for a consumer, these meanings are not stable, but tend to be dynamic (Levy 1959) and therefore represent a challenge for place marketing. What particular meanings should destinations emphasize in marketing campaigns? And why? In general, almost any destination refers repeatedly to a select number of sights and attractions in advertisements. But from a traveler’s perspective there may be other attractions, as well as the familiar ones, that might be far more relevant when deciding whether to visit a particular destination. Accordingly, effective place marketing depends on informed decision-making. Therefore, relevant market research and market studies are necessary. In particular, tools that are used in market research should correspond to the multifaceted nature of place experience.

Keywords: Partial Little Square; Virtual Environment; Place Identity; Average Variance Extract; Partial Little Square Path Model (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-34332-0_14

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DOI: 10.1057/9780230343320_14

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