Participatory place branding through design: the case of Dunga beach in Kisumu, Kenya

Jernsand, Eva Maria,1967Gothenburg University,Göteborgs universitet,Mistra Urban Futures,Företagsekonomiska institutionen,Företagsekonomiska institutionen, Marknadsföring,Centrum för turism,Department of Business Administration,Department of Business Administration, Marketing Group,Centre for Tourism,Chalmers tekniska högskola,Chalmers University of Technology,University of Gothenburg (author)

For place branding to reach long-term commitment and legitimacy a large number of stakeholders needs to be involved. This calls for innovative ways of approaching the process itself, permitting it to be participatory and changeable. In this article, the purpose is to describe, in detail, how a place branding process can take place in practice, and illustrate how an integration of design can act as a mean to reach community participation. The example is a tourism development case in Kisumu, Kenya where the authors were actively involved in destination branding. The findings show how the empathic and intuitive process of design allows each activity to lead to the other in an evolutionary way, and how visual tools can strengthen communication between participants as well as stimulate idea generation. The implication is that place branding should be viewed as consisting of several ongoing processes with multiple stakeholders. With the introduction of evolutionary and visual elements to these processes, they become more participatory, changeable and sustainable.

Kraff, Helena,1983Gothenburg University,Göteborgs universitet,Mistra Urban Futures,Högskolan för design och konsthantverk,School of Design and Crafts,Chalmers tekniska högskola,Chalmers University of Technology,University of Gothenburg(Swepub:cth)xkrahe (author)
Göteborgs universitetMistra Urban Futures (creator_code:org_t)

In:Place Branding and Public Diplomacy: Springer Science and Business Media LLC11:3, s. 226-2421751-80401751-8059

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

By the university: University of Gothenburg; Chalmers University of Technology

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