Moving Milan towards Expo 2015: Designing Culture Into a City Brand
De Carlo, Manuela
Emerald Group Publishing Limited
MetadataShow full item record
Purpose – To create a competitive edge in today's tourism marketplace, cities seek to differentiate themselves and create a positive image. Yet, there is little consensus about city branding processes and few case studies. This paper aims to explore Milan's brand image and personality, focusing on the extent to which its image is dominated by business and fashion or culture and heritage and the implications of this positioning for Milan's re‐branding in preparation for Expo 2015. Design/methodology/approach – The paper combines quantitative and qualitative primary research. It reports the findings of a questionnaire survey, a web survey, desk research and focus group research. It analyses actual and potential tourists' perceptions, Milan's heritage product, current brand personality and the brand fingerprint. Findings – Business tourism is central to Milan's prosperity; in contrast, its significant cultural attractions remain marginal to its tourism offer. This results in a narrow range of tourist perceptions of the destination and highly seasonal tourist activity. Research limitations/implications – This paper represents the discovery phase research for a new city brand and further longitudinal and qualitative work is required. Practical implications – The paper includes implications for the development of a consistent destination branding strategy analyzing the first steps of the definition of the Milan's brand. Originality/value – The paper makes practical recommendations to tourism and place marketing practitioners for broadening Milan's brand to build on the city's strong architectural and cultural heritage. It also has value for tourism academics since it makes a methodological contribution to the place branding literature through its use of projective techniques.
Journal of Place Management and Development
De Carlo, M. Canali, S. Pritchard, A. Morgan, N. (2009) "Moving Milan towards Expo 2015: designing culture into a city brand", Journal of Place Management and Development, Vol. 2 (1), 8 - 22
Full text not available from this repository. The definitive version is available at http://www.emeraldinsight.com; or follow the enclosed URI.
Showing items related by title, author, subject and abstract.
Narratives of tourism experiences: An interpretative approach to understanding tourist-brand relationships Westwood, Sheena (Cardiff Metropolitan University, 2004)This study is a reflection of the journey that I have taken as a tourism marketing researcher. Based on emergent design, it is a two phase interpretative, autoethnographic study of the relationships between tourism consumers ...
Knowledge dialogue through Indigenous tourism product design: a collaborative research process with the Lacandon of Chiapas, Mexico Espeso-Molinero, Pilar; Carlisle, Sheena; Pastor-Alfonso, Maria Jose (Taylor & Francis, 2016-07-11)This research analyzes an innovative process employed by Indigenous entrepreneurs and employees to design new and imaginative products closely related to their cultural, social and natural heritage, values and resources. ...
Bridging the hospitality and tourism university–industry research gap in developing countries: The case of Egypt Sobaih, Abu Elnasr; Jones, Eleri (Sage, 2015)This paper explores university–industry collaboration in developing countries through a case study of university–industry research collaboration in support of the Egyptian hospitality and tourism industry. The perceptions ...