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Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations

Author

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  • Alex Deffner

    (Department of Planning and Regional Development, University of Thessaly, 38334 Volos, Greece)

  • Eva Psatha

    (Department of Planning and Regional Development, University of Thessaly, 38334 Volos, Greece)

  • Nicholas Karachalis

    (Department of Tourism Economics and Management, University of the Aegean, 82100 Chios, Greece)

Abstract

Although place branding in cross-border (c-b) areas is challenging, various c-b areas with common eco-natural and cultural characteristics are popular tourist brands in their own right. The emergence of c-b areas as destinations is not surprising since international borders are often natural formations, which may be popular tourist attractions. Due to historical and political circumstances, the Greek–Albanian c-b area has not experienced tourism development. It bears a weak image, and although individual destinations can be found in both border areas, they do not currently form a single place brand. Thus, place branding that aims to enhance the c-b area’s attractiveness should start with building a single identity by finding common competitive characteristics upon which it can be based. This paper analyzes part of the ‘Culture Plus’ project, which aims to identify significant common eco-natural and cultural resources in the Greek–Albanian c-b area. The resources were documented using local visits, interviews, and consultations. The most significant ones were comparatively evaluated to identify the vital common assets that can support place branding efforts, with encouraging results regarding the potential branding of the unique hidden identity of the c-b area.

Suggested Citation

  • Alex Deffner & Eva Psatha & Nicholas Karachalis, 2022. "Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-20, January.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:1:p:6-99:d:728669
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    References listed on IDEAS

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    1. Alex Deffner & Nicholas Karachalis & Eva Psatha & Theodore Metaxas & Kleanthis Sirakoulis, 2020. "City marketing and planning in two Greek cities: plurality or constraints?," European Planning Studies, Taylor & Francis Journals, vol. 28(7), pages 1333-1354, July.
    2. Arie Stoffelen & Dominique Vanneste, 2017. "Tourism and cross-border regional development: insights in European contexts," European Planning Studies, Taylor & Francis Journals, vol. 25(6), pages 1013-1033, June.
    3. Stoffelen, Arie & Ioannides, Dimitri & Vanneste, Dominique, 2017. "Obstacles to achieving cross-border tourism governance: A multi-scalar approach focusing on the German-Czech borderlands," Annals of Tourism Research, Elsevier, vol. 64(C), pages 126-138.
    4. S. Koumara-Tsitsou & N. Karachalis, 2021. "Traditional products and crafts as main elements in the effort to establish a city brand linked to sustainable tourism: promoting silversmithing in Ioannina and silk production in Soufli, Greece," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 257-267, September.
    5. Paige Ambord, 2021. "Authenticity in tension with homogeneity in grassroots place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 348-358, December.
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