Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations
Although place branding in cross-border (c-b) areas is challenging, various c-b areas with common eco-natural and cultural characteristics are popular tourist brands in their own right. The emergence of c-b areas as destinations is not surprising since international borders are often natural formati...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-01-01
|
| Series: | Tourism and Hospitality |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-5768/3/1/6 |
| _version_ | 1797441430048735232 |
|---|---|
| author | Alex Deffner Eva Psatha Nicholas Karachalis |
| author_facet | Alex Deffner Eva Psatha Nicholas Karachalis |
| author_sort | Alex Deffner |
| collection | DOAJ |
| description | Although place branding in cross-border (c-b) areas is challenging, various c-b areas with common eco-natural and cultural characteristics are popular tourist brands in their own right. The emergence of c-b areas as destinations is not surprising since international borders are often natural formations, which may be popular tourist attractions. Due to historical and political circumstances, the Greek–Albanian c-b area has not experienced tourism development. It bears a weak image, and although individual destinations can be found in both border areas, they do not currently form a single place brand. Thus, place branding that aims to enhance the c-b area’s attractiveness should start with building a single identity by finding common competitive characteristics upon which it can be based. This paper analyzes part of the ‘Culture Plus’ project, which aims to identify significant common eco-natural and cultural resources in the Greek–Albanian c-b area. The resources were documented using local visits, interviews, and consultations. The most significant ones were comparatively evaluated to identify the vital common assets that can support place branding efforts, with encouraging results regarding the potential branding of the unique hidden identity of the c-b area. |
| first_indexed | 2024-03-09T12:23:52Z |
| format | Article |
| id | doaj.art-8eb6a01c6d314b1691ea4d87b1cd2934 |
| institution | Directory Open Access Journal |
| issn | 2673-5768 |
| language | English |
| last_indexed | 2024-03-09T12:23:52Z |
| publishDate | 2022-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Tourism and Hospitality |
| spelling | doaj.art-8eb6a01c6d314b1691ea4d87b1cd29342023-11-30T22:37:56ZengMDPI AGTourism and Hospitality2673-57682022-01-0131809910.3390/tourhosp3010006Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism DestinationsAlex Deffner0Eva Psatha1Nicholas Karachalis2Department of Planning and Regional Development, University of Thessaly, 38334 Volos, GreeceDepartment of Planning and Regional Development, University of Thessaly, 38334 Volos, GreeceDepartment of Tourism Economics and Management, University of the Aegean, 82100 Chios, GreeceAlthough place branding in cross-border (c-b) areas is challenging, various c-b areas with common eco-natural and cultural characteristics are popular tourist brands in their own right. The emergence of c-b areas as destinations is not surprising since international borders are often natural formations, which may be popular tourist attractions. Due to historical and political circumstances, the Greek–Albanian c-b area has not experienced tourism development. It bears a weak image, and although individual destinations can be found in both border areas, they do not currently form a single place brand. Thus, place branding that aims to enhance the c-b area’s attractiveness should start with building a single identity by finding common competitive characteristics upon which it can be based. This paper analyzes part of the ‘Culture Plus’ project, which aims to identify significant common eco-natural and cultural resources in the Greek–Albanian c-b area. The resources were documented using local visits, interviews, and consultations. The most significant ones were comparatively evaluated to identify the vital common assets that can support place branding efforts, with encouraging results regarding the potential branding of the unique hidden identity of the c-b area.https://www.mdpi.com/2673-5768/3/1/6cross-border areasplace brandingstakeholder managementdestination managementcultural mappingGreece |
| spellingShingle | Alex Deffner Eva Psatha Nicholas Karachalis Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations Tourism and Hospitality cross-border areas place branding stakeholder management destination management cultural mapping Greece |
| title | Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations |
| title_full | Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations |
| title_fullStr | Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations |
| title_full_unstemmed | Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations |
| title_short | Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations |
| title_sort | resource mapping and place branding as a strategy approach in an attempt to establish cross border areas of greece and albania as tourism destinations |
| topic | cross-border areas place branding stakeholder management destination management cultural mapping Greece |
| url | https://www.mdpi.com/2673-5768/3/1/6 |
| work_keys_str_mv | AT alexdeffner resourcemappingandplacebrandingasastrategyapproachinanattempttoestablishcrossborderareasofgreeceandalbaniaastourismdestinations AT evapsatha resourcemappingandplacebrandingasastrategyapproachinanattempttoestablishcrossborderareasofgreeceandalbaniaastourismdestinations AT nicholaskarachalis resourcemappingandplacebrandingasastrategyapproachinanattempttoestablishcrossborderareasofgreeceandalbaniaastourismdestinations |