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Revitalizing Forgotten Place Brands through Touring Consumption: The Case of The Old London Underground Company

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Touring Consumption

Part of the book series: Management – Culture – Interpretation ((MCI))

Abstract

The consumption of a place brand is an interdisciplinary science lying between tourism, marketing, economics, sociology, urban planning, sustainability and psychology which creates challenges for researchers who prefer to dwell in narrowly defined empirical studies (Papdopoulous and Heslop 2002; Fan 2006; Gilmore 2002; Prichard et al. 2011). There is a need for a polydimensional viewpoint in design of research studies. A place brand as defined by Zenker and Braun (2010: 4) is a sum of the networks of association in the consumer’s mind developed from the visual, verbal and behavioural expression of a place which itself is based on the aims, communication, values, general culture of the place’s stakeholders and the overall place design. To add to this complexity is the issue of mobility in tourism consumption.

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  1. University of Wollongong in Dubai, Knowledge Village, Block 15 2-24, Dubai, 20183, UAE

    Dr. Melodena Stephens Balakrishnan

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    Stephan Sonnenburg

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    Desmond Wee

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Balakrishnan, M. (2015). Revitalizing Forgotten Place Brands through Touring Consumption: The Case of The Old London Underground Company. In: Sonnenburg, S., Wee, D. (eds) Touring Consumption. Management – Culture – Interpretation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-10019-3_2

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