Resident stories and digital storytelling for participatory place branding

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

Extending from current participatory place branding scholarship, this article presents a framework for applying digital storytelling (DST) to place branding. DST, or individual narratives recorded and distributed through various media, encourage residents to share their place impressions and experiences in meaningful ways. DST exemplifies the participatory place branding initiative by engaging residents in all parts of the branding process, integrating distinctive place-specific features and promoting a collaborative place brand. At the same time, residents feel empowered to share their stories and community initiatives are supported. Describing a DST-facilitated approach for participatory place branding, this article explores how place brand practitioners can encourage residents to take responsibility for the place brand while mediating multiple voices and visions into a unique place brand narrative.

Original languageEnglish (US)
Pages (from-to)97-108
Number of pages12
JournalPlace Branding and Public Diplomacy
Volume15
Issue number2
DOIs
StatePublished - Jun 3 2019

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Marketing

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