5th International Colloquium on Place Brand Management:
Governance and branding of destinations:
Relationships and impacts for successful brands
Thursday, September 3rd
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
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
TC Melewar, 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
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
TC Melewar, 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
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
SESSION III/B
11:00 – 11:20
The management, marketing and branding of destinations
Nation branding and the LCM strategy: unveiling the role of country image
Cristina Fona, Middlesex University, UK
TC Melewar, 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
TC Melewar, 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
International Colloquium on Place Brand Management (ICPBM)
Organizing secretariat
Segreteria Place Brand Management
Strada Cappuccini 2A
11100 Aosta
[email protected]
fax 0039 0165 306749
2015 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