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Online Place Branding

Af: Phoenix Lam Engelsk Paperback
SPAR
kr 48

Online Place Branding

Af: Phoenix Lam Engelsk Paperback

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 204
ISBN-13: 9780367695798
Indbinding: Paperback
Udgave:
ISBN-10: 0367695790
Kategori: Reklame
Udg. Dato: 30 jun 2022
Længde: 15mm
Bredde: 154mm
Højde: 233mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 30 jun 2022
Forfatter(e): Phoenix Lam
Forfatter(e) Phoenix Lam


Kategori Reklame


Sprog Engelsk


Indbinding Paperback


Sider 204


Udgave


Længde 15mm


Bredde 154mm


Højde 233mm


Udg. Dato 30 jun 2022


Oplagsdato 30 jun 2022

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