The SWOT of Damocles: challenges in shaping inclusive place marketing audits

Massimo Giovanardi (), Maria Giulia Silvagni () and Francesco Maria Barbini ()
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Massimo Giovanardi: University of Bologna | Rimini Campus
Maria Giulia Silvagni: University of Bologna | Rimini Campus
Francesco Maria Barbini: University of Bologna | Rimini Campus

Place Branding and Public Diplomacy, 2023, vol. 19, issue 3, No 4, 294-304

Abstract: Abstract This paper extends existing research on inclusive place marketing by advancing methodological reflections on how to rework research instruments toward greater inclusivity. Our methodological reflections intend to encourage the dialogue between place marketing theory and practice, as well as reflections on the role that academic researchers take on while co-creating territorial development and promotion projects with a variety of non-academic stakeholders. This is done in the form of a self-reflective account of the multi-disciplinary tourism research team engaged in “RECOLOR” (Reviving and EnhanCing artwOrks and Landscapes Of the adRiatic). This is an INTERREG project funded by the European Commission that aims to enhance the tourist potential of secondary urban and natural resources in Croatia and Italy, with a view to generating sustainable development. Academics and consultants can replicate the research methods suggested in this paper when conducting participatory audits in other destinations.

Keywords: Place marketing and branding; Tourism; SWOT analysis; Participatory planning; INTERREG; Sustainability (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41254-022-00269-z

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