Abstract
In the global world, cities and regions increasingly compete for resources, investments, residents, tourists. Leadership in economic development, living standards, investment, and tourism attractiveness becomes the most important competitive advantage. Two technologies can be used to form a leading position of a place—the improvement of territorial potential and its promotion. In the second case, a full range of marketing technologies is used to form a leadership image of the place. This article discusses how digital technologies are transforming approaches to marketing places to be aimed at creating leadership positions. Based on the theories of the digital economy, the features and fundamental changes that occur in the field of marketing and branding of the territory in the era of digitalization are revealed. The possibility of using digital channels of interaction in the marketing of territories is considered, their merits are revealed. The concept is introduced, the structure of the virtual potential of the territory is proposed, and a methodical approach to its analysis is formulated. A comparative analysis of the official portals of the largest cities of the Russian Federation is done using a number of e-metrics. The conclusion is made about the need to adjust the approaches in the field of territory marketing and the importance of forming the concept of digital identity of the Russian Federation largest cities, which would be an integral part of the strategy for the socioeconomic development of the city.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Abrhám J, Wang J (2017) Novel trends on using ICTS in the modern tourism industry. Czech J Soc Sci Bus Econ 6(1):37–43. https://doi.org/10.24984/cjssbe.2017.6.1.5
Ashworth GJ, Kavaratzis M (2009) Beyond the logo: brand management for cities. J Brand Manag 16(8):520–531. https://doi.org/10.1057/palgrave.bm.2550133
Astrauskaitė I, Paškevičius A (2018) An analysis of crowdfunded projects: KPI’s to success. Entrepreneurship Sustain Issues 6(1):3–34. https://doi.org/10.9770/jesi.2018.6.1(2)
Bayraktar A, Uslay C (2017) Global branding campaigns across cities, regions and nations, 1st edn. IGI Global, 346 p
Bloom Consulting (2018) Country brand ranking. https://www.bloom-consulting.com/en/pdf/rankings/Bloom_Consulting_Country_Brand_Ranking_Tourism.pdf. Accessed 29 Oct 2018
Botschen G, Promberger K, Bernhart J (2017) Brand-driven Identity Development of Places. J Place Manag Dev 10(2):152–172. https://doi.org/10.1108/JPMD-07-2016-0051
Caldwell N, Freire JR (2007) The differences between branding a country, a region and a city: applying the brand box model. J Brand Manag 12(1):50–61. https://doi.org/10.1057/palgrave.bm.2540201
Cassinger C, Eksell J (2017) The magic of place branding: regional brand identity in transition. J Place Manag Dev 10(3):202–212. https://doi.org/10.1108/JPMD-03-2017-0028
Cocker H, Cronin J (2017) Charismatic authority and the youtuber: unpacking the new cults of personality. Market Theor 17(4):455–472. https://doi.org/10.1177/1470593117692022
Colavitti AM, Usai A (2015) Partnership building strategy in place branding as a tool to improve cultural heritage district’s design. The experience of UNESCO’s mining heritage district in Sardinia, Italy. J Cult Heritage Manag Sustain Dev 5(2):151–175. https://doi.org/10.1108/jchmsd-02-2014-0007
Del Pozo PB, González PA (2012) Industrial Heritage and Place Identity in Spain: from monuments to landscapes. Geogr Rev 102(4):446–464. https://doi.org/10.1111/j.1931-0846.2012.00169.x
Faulconbridge JR, Beaverstock JV, Nativel C, Taylor PJ (2011) The globalization of advertising, agencies, cities and spaces of creativity, 1st edn. Routledge, New York, 185 p
Gertner D (2011) Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Brand Public Diplomacy 7(2):91–106. https://doi.org/10.1057/pb.2011.7
Gong S, Zhang J, Zhao P, Jiang X (2017) Tweeting as a marketing tool: a field experiment in the TV industry. J Mark Res 54(6):833–850. https://doi.org/10.1509/jmr.14.0348
Hakala H, Niemi L, Kohtamäki M (2017) Online brand community practices and the construction of brand legitimacy. Market Theor 17(4):537–558. https://doi.org/10.1177/1470593117705695
Huang YP (2015) A thought on the integrated development of regional brands. Can Soc Sci 11(11):107–111
Kavaratzis M, Warnaby G, Ashworth GJ (eds) (2015) Rethinking place branding, 1st edn. Springer, Cham. https://doi.org/10.1007/978-3-319-12424-7
Kladou S, Mavragani E (2015) Assessing destination image: an online marketing approach and the case of tripadvisor. J Destin Market Manag 4(3):187–193. https://doi.org/10.1016/j.jdmm.2015.04.003
Kolotouchkina O, Seisdedos G (2017) Place branding strategies in the context of new smart cities: Songdo IBD. Place Brand Public Diplomacy, Masdar and Skolkovo. https://doi.org/10.1057/s41254-017-0078-2
Lichrou M, O’Malley L, Patterson M (2014) On the marketing implications of place narratives. J Market Manag 30(9–10):832–856. https://doi.org/10.1080/0267257X.2014.926961
Michaelidou N, Siamagka NT, Moraes C, Micevski M (2013) Do marketers use visual representations of destinations that tourists value? Comparing visitors’ image of a destination with marketer-controlled images online. J Travel Res 52(6):789–804. https://doi.org/10.1177/0047287513481272
Oliveira E, Panyik E (2015) Content, context and co-creation: Digital challenges in destination branding with references to Portugal as a tourist destination. J Vacation Market 21(1):53–74. https://doi.org/10.1177/1356766714544235
Orlova L, Gagarinskaya G, Gorbunova Y, Kalmykova O (2018) Start-ups in the field of social and economic development of the region: a cognitive model. Entrepreneurship Sustain Issues 5(4):795–811. https://doi.org/10.9770/jesi.2018.5.4(7)
Radovic D, Strielkowski W, Wang J, Cepel M, Rausser G (2017) Economic analysis of sustainable tourism: a case study of Nottingham. Transform Bus Econ 16(2B):703–714
Sevin E (2014) Understanding cities through city brands: city branding as a social and semantic network. Cities 38:47–56. https://doi.org/10.1016/j.cities.2014.01.003
Strielkowski W (2017) Promoting tourism destination through film-induced tourism: the case of Japan. Market-Trziste 29(2):193–203. https://doi.org/10.22598/mt/2017.29.2.193
Strielkowski W, Riganti P, Jing W (2012) Tourism, cultural heritage and e-services: Using focus groups to assess consumer preferences. Tourismos: an Int Multidiscipl J Tour 7(1):41–60
Tham A, Croy G, Mair J (2013) Social media in destination choice: distinctive electronic word-of-mouth dimensions. J Travel Tour Market 30:144–155. https://doi.org/10.1080/10548408.2013.751272
Vasylchak S, Halachenko A (2016) Theoretical basis for the development of resort services: regional aspect. Int Econ Lett 5(2):54–62. https://doi.org/10.24984/iel.2016.5.2.3
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Vlasova, N., Kulikova, E., Katochkov, V. (2019). Digital Marketing of Place Leadership. In: Strielkowski, W. (eds) Sustainable Leadership for Entrepreneurs and Academics. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-15495-0_11
Download citation
DOI: https://doi.org/10.1007/978-3-030-15495-0_11
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-15494-3
Online ISBN: 978-3-030-15495-0
eBook Packages: Business and ManagementBusiness and Management (R0)