Online Place Branding
The Case of Hong Kong
Seiten
2022
Routledge (Verlag)
9780367695798 (ISBN)
Routledge (Verlag)
9780367695798 (ISBN)
Through an interdisciplinary methodological approach, this book examines both online institutional representations and public views of Hong Kong and place branding. The book provides insight into place identity and the actual perception of a place as received and experienced by stakeholders through the case study on Hong Kong.
Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world.
The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.
Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world.
The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.
Phoenix Lam is Assistant Professor in the Department of English at the Hong Kong Polytechnic University and a member of the Research Centre for Professional Communication in English.
1. Introduction 2. Decoding online place branding as a multidisciplinary area 3. The present study 4. The online place brand identity of Hong Kong 5. The online place brand image of Hong Kong 6. Closing the gap between identity and image of the Hong Kong online place brand 7. Going beyond the Hong Kong online place brand 8. Moving forward
| Erscheinungsdatum | 13.06.2022 |
|---|---|
| Reihe/Serie | Routledge Advances in Management and Business Studies |
| Zusatzinfo | 40 Tables, black and white; 34 Halftones, black and white; 34 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 299 g |
| Themenwelt | Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Anglistik / Amerikanistik |
| Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Literaturwissenschaft | |
| Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Sprachwissenschaft | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Volkswirtschaftslehre | |
| ISBN-13 | 9780367695798 / 9780367695798 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
Mehr entdecken
aus dem Bereich
aus dem Bereich
Paul Celans Poetik der Mehrsprachigkeit
Buch | Hardcover (2025)
De Gruyter (Verlag)
CHF 153,90
