Destination-brand and place-brand management from the public relations perspective

Abstract

The management of destination branding and place branding is a relatively new concept, the development of which has mainly been based on theoretical marketing considerations. Despite this, these brands and their operational management can now be more suitably based on public relations, among other reasons because places are not products marked by commercial interests alone and because they involve a variety of publics. This paper highlights the preponderance of marketing in destination-brand and place-brand management: indeed, professionals lack training in public relations, few destinations have communication plans, and such plans are mainly focused on tourists, addressing very few other target groups. Consequently, a theoretical change is required in these concepts and their management from the public relations perspective to achieve a more comprehensive, fairer, more participatory and more sustainable place development.

KEYWORDS: public relations, destination brand, place brand, marketing, reputation, tourism.