Battle of the Brands: The Gold Coast Identity Crisis
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Cities have attempted to differentiate themselves throughout history based on their spatial qualities, inhabitant characteristics, social conditions and historical roots. However, in the 21st century the recent tool of branding has introduced a new dimension to city identity: city image. However, sometimes the city image portrayed to visitors through branding doesn't match the city's identity as perceived by residents. The Gold Coast epitomizes city image and identity mismatch. Partially as a result of branding, it is seen as a resort town and the playground of the country by outsiders, its residents view the city in an entirely different way. This paper argues that theme parks, fancy resorts, gold lam頢ikinis and skyscrapers tell only part of the story of the Gold Coast's identity. In fact, behind this glittering mask, there is a multiplicity of faces and the city is in a state of identity crisis. The objective of this paper is to examine these many and varied faces that the Gold Coast presents to the world and the tension between the identity and image. This will be accomplished through comparing perceptions of residents and visitors on the city's image and identity. Data will be collected through intercept surveys.
State of Australian Cities National Conference 2011 Proceedings
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Land Use and Environmental Planning