Online Place Branding is popular PDF and ePub book, written by Phoenix Lam in 2020-12-28, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Online Place Branding can be Read Online from any device for your convenience.
Online Place Branding Book PDF Summary
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.
Detail Book of Online Place Branding PDF
- Author : Phoenix Lam
- Release : 28 December 2020
- Publisher : Routledge
- ISBN : 9780429816468
- Genre : Business & Economics
- Total Page : 204 pages
- Language : English
- PDF File Size : 19,8 Mb
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