City Promotion For Tourism Development:

The City Branding Theory and Concepts

DOI

10.2991/aebmr.k.201116.044How to use a DOI?

Keywords

city branding, tourism, promotion, city

Abstract

City branding is a very interesting topic for scholars also policymakers. As cities seek to attract tourism, as well as investment and other purposes to be able to compete globally, brand strategy concepts are widely adopted from commercial domains by cities for regional development and quality of life improvement. This paper aims to provide a very different perspective on city branding theory. It is intended to connect the basic concept of place branding (country/city/destination), the purpose and benefits of city branding with the application of its application in various cities in the world including the process, obstacles and challenges as well as policy recommendations from the results of empirical studies presented in the form of cases. Large databases were selected to search for published articles related to urban tourism. Thereafter, the retrieved articles were categorized and analyzed. This paper highlights several main topics in the literature of city branding. Majority research published on city branding comes from marketing and urban studies fields. Instead of interdisciplinary fields, these two disciplines tend to parallel each other. The linkage of this conceptual framework will be a theoretical basis for understanding the implementation of city branding as well as providing recommendations for the development of cities through marketing tourism in the future.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Andriani Kusumawati
AU  - Supriono
PY  - 2020
DA  - 2020/11/17
TI  - City Promotion For Tourism Development:
BT  - Proceedings of the 2nd Annual International Conference on Business and Public Administration (AICoBPA 2019)
PB  - Atlantis Press
SP  - 219
EP  - 223
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201116.044
DO  - 10.2991/aebmr.k.201116.044
ID  - Kusumawati2020
ER  -