Repositioning Gold Coast: A Place Branding Perspective

Marco Ocke () and Allan Augusto Platt
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Marco Ocke: Federal University of Santa Catarina – UFSC
Allan Augusto Platt: Federal University of Santa Catarina – UFSC

Chapter Chapter 26 in Case Based Research in Tourism, Travel, Hospitality and Events, 2022, pp 483-499 from Springer

Abstract: Abstract Internationally recognised as a tourist destination, the City of Gold Coast has developed place branding initiatives to express a transformational shift in the local economy towards a reputation of a global city and to ensure strong presence that reinforces the competitive attributes that build its identity. Repositioning Gold Coast was based on the concept that the city is a business environment full of opportunities inspired by its residents’ lifestyle, aiming to boost innovation and entrepreneurial culture without losing its destination branding features important to tourism and hospitality stakeholders. However, the intention to communicate to different markets simultaneously may lead to the risk of the message becoming abstract and not appealing to any audience, similar to other competing places or oriented only to a particular target profile. This case study fosters an understanding of place brandingPlace branding as a long-term planningLong term planning strategy approach to support the growth of a diversified and sustainable economyEconomies. The readers are invited to discuss the possible outcomes of repositioningRepositioning Gold Coast and develop suitable strategies to achieve effective communication results.

Keywords: Place branding; Repositioning; City of Gold Coast (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-4671-3_26

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DOI: 10.1007/978-981-16-4671-3_26

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