Success in Place Branding: The Case of the Tourism Victoria Jigsaw Campaign |
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Authors: | Chiara Rinaldi Sue Beeton |
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Institution: | 1. chiara.rinaldi@unimc.it |
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Abstract: | This article addresses issues of complexity in place branding by presenting a perspective of this concept from a theoretical as well as a practical perspective. The discussion addresses a gap in the literature in terms of studying long-term, successful place branding cases within a well-defined academic theoretical framework. The aim of this study is to develop the understanding of how a successful destination operates by applying S.K. Rainisto’s model as a framework from which to understand place branding through the use of an exemplary case study, namely the Tourism Victoria Jigsaw Campaign. |
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Keywords: | Place branding success factors Tourism Victoria Jigsaw Campaign case study |
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