Online Place Branding (Routledge Advances in Management and Business Studies)
Language: English
Published by Routledge, 2022
Series: Book 90 of 107 - Routledge Advances in Management and Business Studies
- Softcover
- New

Seller: Ria Christie Collections, Uxbridge, United KingdomRia Christie Collections
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Seller Inventory # ria9780367695798_new
- Title
- Online Place Branding (Routledge Advances in Management and Business Studies)
- Author
- Lam, Phoenix
- Publisher
- Routledge
- Publication year
- 2022
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0367695790
- ISBN 13
- 9780367695798
- Item weight
- 438 grams
- Series
- Book 90 of 107: Routledge Advances in Management and Business Studies
Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world.
The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.
"Synopsis" may belong to another edition of this title.
About the Author
Phoenix Lam is Assistant Professor in the Department of English at the Hong Kong Polytechnic University and a member of the Research Centre for Professional Communication in English.
"About the title" may belong to another edition of this title.
Ria Christie Collections
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