5 th International Colloquium on Place Brand Management: Governance and branding of destinations: Relationships and impacts for successful brands

Transcription

1 5 th International Colloquium on Place Brand Management: Governance and branding of destinations: Relationships and impacts for successful brands Thursday, September 3 rd 13:00 14:00 Welcome lunch 14:00 14:20 Welcome to the Aosta Valley 14:20 14:40 Welcome to the 5th International Colloquium on Place Brand Management: Governance and branding of destinations Relationships and impacts for successful brands Chiara Mauri, Università della Valle d Aosta, Aosta, Italy Charles Dennis, Middlesex University, London, UK 14:40 16:15 Keynote speech on Place Branding Keith Dinnie, Founder of Brand Horizons, Middlesex University, London, UK 16:15 16:30 Coffee break

2 SESSION I The management, marketing and branding of destinations 16:30 16:50 The Smart City Brand Index: an attempt of measurement Milena Viassone, University of Turin, Italy Giuseppe Tardivo, University of Turin, Italy Maria Riorda, Amazon, Luxembourg 16:50 17:10 An investigation into the internal brand strength of destination brands Ilenia Bregoli, University of Lincoln, UK 17:10 17:30 From corporate brand identity to place brand identity: how Calabria travels with Calabrians through Vecchio Amaro del Capo liquor Eleonora Pantano, Middlesex University, UK Constantinos Vasilios Priporas, Middlesex University, UK Charles Dennis, Middlesex University, UK 17:30 17:50 From ski to snow: rethinking package holidays in a winter mountain destination Chiara Mauri, Università della Valle d Aosta, Italy Lorenzo Turci, Università della Valle d Aosta, Italy 17:50 18:20 Place Brand Management and Voluntary Compliance: ISO approach Stefano Sedda, IAS School, Switzerland Giorgio Chironna, IAS School, Switzerland 20:15 Dinner Bar à fromage - Bellevue Hotel 2

3 Friday, September 4th SESSION II/A The cultural dimension of places 9:00 9:20 Discursive legitimation of place branding case study of regional level place branding in Eastern Finland Juha Halme, University of Eastern Finland, Finland 9:20 9:40 Tourism animation, cultural heritage and experiential learning. A case study in the Aosta Valley Region Teresa Grange, Università della Valle d Aosta, Italy Francesca Bracci, Università della Valle d Aosta, Italy Claudia Iorio, Market research consultant, Italy Saverio Favre, Aosta Valley Region, Italy 9:40 10:00 Heritage as experience: the case of Greenwich, UK Gayathri Kanagasapathy, Bournemouth University, UK 10:00 10:20 An investigation of how viral marketing affects the intention to visit a place Athina Dilmperi, Middlesex University, UK 10:20 10:40 Place brand equity: the mall as a destination Richard Michon, Ryerson University, Canada Jean-Charles Chebat, HEC-Montreal, Canada SESSION II/B Case studies in destination marketing and branding 9:00 9:20 Creating local identities. Cultural themes generation: a theoretical proposal and the application to Valle d Aosta cultural heritage Anna Azzurra Gigante, Università della Valle d Aosta, Italy 9:20 9:40 Place brand architecture optimization: the case of Aosta Valley Lorenzo Turci, Università della Valle d Aosta, Italy Chiara Mauri, Università della Valle d Aosta, Italy Carmine Tripodi, Università della Valle d Aosta, Italy 9:40 10:00 Identity processes in place branding Guggenheim and Helsinki Anne Rindell, Hanken School of Economics, Finland Johanna Gummerus, Hanken School of Economics, Finland 10:00 10:20 Evaluation of a country branding project: a longitudinal study Michele Candeloro, Universidade de São Paulo, Brazil Vivian Iara Strehlau, Escola Superior de Propaganda e Marketing, Brazil 10:20 10:40 Culture-driven development local processes: the approach of cultural destination management Anna Azzurra Gigante, Università della Valle d Aosta, Italy 3

4 10:40 11:00 Coffee break SESSION III/A Destination governance 11:00 11:20 Representing political argument: an alternative interpretation of place marketing Aram Eisenschitz, Middlesex University, UK 11:20 11:40 Stakeholders perceptions of a place brand in a small university and festival city case Pori Raija Järvinen, University of Helsinki, Finland Kati Suomi, University of Turku, Finland 11:40 12:00 The analysis of the relationship between destination brand knowledge and customer perceived value: the case of Paris Dimitrios Diamantis, International School of Hotel Management, Switzerland Gabriela Saucedo Longoria, International School of Hotel Management, Switzerland 12:00 12:20 The power of local communities in the destination image formation process Isabel LLodrà-Riera, BIT Foundation, Spain Maria Pilar Martinez-Ruiz, University of Castilla-La Mancha, Spain Ana Isabel Jimenez-Zarco, Open University of Catalonia, Spain 12:20 12:40 Restoring Thailand tourism: attributes that drive destination loyalty Viriya Taecharungroj, Mahidol University International College, Thailand Praowpan Tansitpong, Mahidol University International College, Thailand 12:40 13:00 An investigation on economic resilience of destinations: a focus on internal marketing and destination governance Ilenia Bregoli, University of Lincoln, UK Giacomo Del Chiappa, University of Sassari, Italy Nikolaos Pappas, Leeds Beckett University, UK 4

5 SESSION III/B The management, marketing and branding of destinations 11:00 11:20 Nation branding and the LCM strategy: unveiling the role of country image Cristina Fona, Middlesex University, UK Charles Dennis, Middlesex University, UK 11:20 11:40 Place image vs. destination image: towards an understanding of their attributes and characteristics Barbora Cherifi, Middlesex University, UK Dimitrios Stylidis, Middlesex University, UK 11:40 12:00 Word of mouth in communicating sustainability via packaging to differentiate local brands in destination branding Deborah Bowe, University of Huddersfield, UK Len Tiu Wright, University of Huddersfield, UK 12:00 12:20 Promising the dream: the changing destination image of Turkey through the effect of Turkish television series Tugra Nazli Akarsu, Middlesex University, UK Pantea Foroudi, Middlesex University, UK Charles Dennis, Middlesex University, UK 12:20 12:40 Targeting leisure and business passengers with unsegmented pricing Marco Alderighi, Università della Valle d Aosta, Italy Marcella Nicolini, University of Pavia, Italy Claudio Piga, Keele University, UK 12:40 13:00 How sustainable is the Nation Brand phenomenon? Rula Al-Abdulrazak, University of East London, UK 13:00 Conclusion and greetings 13:30 Lunch 5

6 International Colloquium on Place Brand Management (ICPBM) Organizing secretariat Segreteria Place Brand Management Strada Cappuccini 2A Aosta fax Colloquium Director Professor Chiara Mauri Università della Valle d Aosta Université de la Vallée d Aoste Founder and Chair Professor TC Melewar Middlesex University London Directors Professor Charles Dennis Middlesex University London Professor Chiara Mauri Università della Valle d Aosta Université de la Vallée d Aosta 6