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  • Collaborative Methods in Researching City Branding: Studies from Hong Kong, Shanghai, and Sydney

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    41212_1.pdf (365.9Kb)
    Author(s)
    Gammack, John
    Donald, Stephanie Hemelryk
    Griffith University Author(s)
    Gammack, John G.
    Year published
    2006
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    Abstract
    This article illustrates and reflects upon the nature of inquiry appropriate to the question of place branding, in particular, world city branding. Disciplinary research traditions including cultural studies, film studies, marketing, and psychology offer conceptual categories and valuable modes of access to this area, and our concern here is to examine whether these compete or converge in forming understanding. Noting both the benefits and challenges of working across quite different paradigms of thought, vocabulary, and expected outcome, we discuss the possibilities of mutual shaping or influence in interdisciplinary inquiry. ...
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    This article illustrates and reflects upon the nature of inquiry appropriate to the question of place branding, in particular, world city branding. Disciplinary research traditions including cultural studies, film studies, marketing, and psychology offer conceptual categories and valuable modes of access to this area, and our concern here is to examine whether these compete or converge in forming understanding. Noting both the benefits and challenges of working across quite different paradigms of thought, vocabulary, and expected outcome, we discuss the possibilities of mutual shaping or influence in interdisciplinary inquiry. Acknowledging issues in establishing a working and meaningful discursive field across disciplinary boundaries, interests, and methodological habits, we illustrate, using a range of qualitative, projective, and quantitative methods, the collection, evaluation, and analysis of primary and secondary data in a current project. This looks at the major Pacific Rim cities of Sydney, Hong Kong, and Shanghai, and particular issues of their brand identity. While all three cities compete on the world stage for events, tourists, and investment, they also are at the center of distinct film traditions, and have been rendered variously in popular imagination. We examine the representation of the city in the mind of some of its publics, and the relation of this to the requirements of branding. We find common ground in critical categories including narrative, everyday life, and color, and view these as a plexus from which various discipline-focused inquiries may proceed. We also discuss how central notions of identity, character, and representation are conceptualized differently within disciplines, and note implications for place-branding theory. We conclude that greater cross-disciplinarity is required for appropriate understanding, and that both tourism marketing and cultural (especially film) studies can learn from each other.
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    Journal Title
    Tourism Culture & Communication
    Volume
    6
    Issue
    3
    DOI
    https://doi.org/10.3727/109830406778134144
    Copyright Statement
    © 2006 Cognizant Communication Corporation. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Commerce, Management, Tourism and Services
    Studies in Human Society
    Language, Communication and Culture
    Publication URI
    http://hdl.handle.net/10072/13572
    Collection
    • Journal articles

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