Co-creation and internal place branding: a case study of Plettenberg Bay, South Africa

Nicola Camatti () and Simon Wallington ()
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Nicola Camatti: University of Venice Ca’ Foscari
Simon Wallington: University of Venice Ca’ Foscari

Place Branding and Public Diplomacy, 2023, vol. 19, issue 4, No 10, 525-534

Abstract: Abstract Co-creation is a common term used in place branding to describe the involvement of stakeholders in the creation of a place’s brand. The motivation behind co-creation is that it will add depth and legitimacy to the brand. Through a process of co-creation, it is also hoped that stakeholders will become active ambassadors of the brand and its values. Co-creation, however, is far from simple in practice—places are complicated, budgets are often small and competing interests are many. This paper examines the processes of co-creation that were initiated by Plett Tourism, a tourism office in a South African seaside town called Plettenberg Bay. By considering this case study, and case studies from other places, it is hoped that a broader conception of co-creation can be understood, one that goes beyond the early stages of involving stakeholders in the creation of a place brand and instead creating a platform for continuous engagement with stakeholders. Part of this engagement is sometimes called internal place branding, and so the ways in which internal place branding intersects with co-creation will discussed in this paper too.

Keywords: South Africa; Co-creation; Internal place branding; Tourism-South Africa; Brand co-creation; Common platform (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41254-022-00279-x

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