Residents’ Attitudes Towards Place Marketing: Tourism Marketing Focus

Alexandra Sazhina; Irina Shafranskaya

doi:10.6092/issn.2036-5195/6775

Authors

Alexandra Sazhina National Research University Higher School of Economics http://orcid.org/0000-0003-3947-6324
She is a Seniour Lecturer in the Management Department at Higher School of Economics, Perm Campus. She is currently finalizing her dissertation on place marketing and co-production. Her field of interest is mega-events and tourism in the context of city marketing.
Irina Shafranskaya National Research University Higher School of Economics http://orcid.org/0000-0003-4987-5716
She is an Associate Professor in the Management Department at Higher School of Economics, Perm Campus. Her interests cover city marketing and branding issues, including both theory and practical implications. She is especially interested in comparative research of place branding activities in different Russian cities.

DOI:

https://doi.org/10.6092/issn.2036-5195/6775

Keywords:

Co-production, Place marketing, Residents’ Engagement

Abstract

This article examines theoretical aspects of the co-production concept and illustrates its applicability within the framework of place marketing and tourism. A theoretical exploratory technique based on literature and discussion is employed to propose a conceptual model on residents’ willingness to be engaged in co-production activities.

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Residents’ Attitudes Towards Place Marketing: Tourism Marketing Focus

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