Co-creation is a common term used in place branding to describe the involvement of stakeholders in the creation of a place’s brand. The motivation behind co-creation is that it will add depth and legitimacy to the brand. Through a process of co-creation, it is also hoped that stakeholders will become active ambassadors of the brand and its values. Co-creation, however, is far from simple in practice—places are complicated, budgets are often small and competing interests are many. This paper examines the processes of co-creation that were initiated by Plett Tourism, a tourism office in a South African seaside town called Plettenberg Bay. By considering this case study, and case studies from other places, it is hoped that a broader conception of co-creation can be understood, one that goes beyond the early stages of involving stakeholders in the creation of a place brand and instead creating a platform for continuous engagement with stakeholders. Part of this engagement is sometimes called internal place branding, and so the ways in which internal place branding intersects with co-creation will discussed in this paper too.

Co-creation and internal place branding: a case study of Plettenberg Bay, South Africa.

nicola camatti;
2022

Abstract

Co-creation is a common term used in place branding to describe the involvement of stakeholders in the creation of a place’s brand. The motivation behind co-creation is that it will add depth and legitimacy to the brand. Through a process of co-creation, it is also hoped that stakeholders will become active ambassadors of the brand and its values. Co-creation, however, is far from simple in practice—places are complicated, budgets are often small and competing interests are many. This paper examines the processes of co-creation that were initiated by Plett Tourism, a tourism office in a South African seaside town called Plettenberg Bay. By considering this case study, and case studies from other places, it is hoped that a broader conception of co-creation can be understood, one that goes beyond the early stages of involving stakeholders in the creation of a place brand and instead creating a platform for continuous engagement with stakeholders. Part of this engagement is sometimes called internal place branding, and so the ways in which internal place branding intersects with co-creation will discussed in this paper too.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in ARCA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/5008460
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact