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Wonderland in winter and little Europe in summer: a case study on how Harbin promotes its international image

Sining Kong () and Huan Chen
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Sining Kong: College of Journalism and Communication University
Huan Chen: College of Journalism and Communication University

Place Branding and Public Diplomacy, 2018, vol. 14, issue 4, 272-284

Abstract: Abstract This study used mixed methods, including in-depth interviews with Harbin’s policymakers and a survey given to Harbin’s foreign residents, to obtain their opinions on how Harbin promotes its international image. After examining Harbin’s policymakers’ international policymaking processes and foreign residents’ evaluations of the city, we found that the combination of government policies, city branding strategies, and relationship building promotes a city’s international image. From the theoretical aspect, this paper not only expands public relations research by applying it to a city’s promotion of its international image, but also enriches current city branding literature by revealing how a city conducted a city branding process. From the practical aspect, cities that are similar to Harbin can refer to this model to enhance their international image, and draw lessons from Harbin’s international image promotion process.

Keywords: City branding; Government policies; City branding strategies; Relationship building (search for similar items in EconPapers)
Date: 2018
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