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Place and Destination Branding: A Review and Conceptual Mapping of the Domain

Rowley, Jennifer and Hanna, Sonya and Keegan, Brendan (2020) Place and Destination Branding: A Review and Conceptual Mapping of the Domain. European Management Review. ISSN 1740-4754


Available under License Creative Commons Attribution Non-commercial No Derivatives.

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Although there is increasing interest in place and destination branding, the inter‐disciplinary nature of the field poses challenges for the development of a coherent knowledge base. With a view to informing both research and practice, this article presents a systematic review combining place and destination branding, identifying and defining its core themes, and developing a conceptual map of the inter‐play between them. The following key themes are identified: general, brand identity, image and personality, politics, heritage, communication/media, country‐of‐ origin, and designscape and infrastructure. The article concludes with an agenda for further research including the need for research on specific themes across a wider range of place entities.

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