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Resident stories and digital storytelling for participatory place branding

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  • Kasey Clawson Hudak

    (Pennsylvania State University)

Abstract

Extending from current participatory place branding scholarship, this article presents a framework for applying digital storytelling (DST) to place branding. DST, or individual narratives recorded and distributed through various media, encourage residents to share their place impressions and experiences in meaningful ways. DST exemplifies the participatory place branding initiative by engaging residents in all parts of the branding process, integrating distinctive place-specific features and promoting a collaborative place brand. At the same time, residents feel empowered to share their stories and community initiatives are supported. Describing a DST-facilitated approach for participatory place branding, this article explores how place brand practitioners can encourage residents to take responsibility for the place brand while mediating multiple voices and visions into a unique place brand narrative.

Suggested Citation

  • Kasey Clawson Hudak, 2019. "Resident stories and digital storytelling for participatory place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(2), pages 97-108, June.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:2:d:10.1057_s41254-019-00117-7
    DOI: 10.1057/s41254-019-00117-7
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    References listed on IDEAS

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    1. Robert Govers, 2015. "Rethinking Virtual and Online Place Branding," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 73-83, Springer.
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    6. Andrea Insch & Trudie Walters, 2018. "Challenging assumptions about residents’ engagement with place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(3), pages 152-162, August.
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    Cited by:

    1. Heather Skinner, 2021. "Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, March.
    2. Ioana S. Stoica & Mihalis Kavaratzis & Christina Schwabenland & Markus Haag, 2021. "Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, December.
    3. Beatriz Casais & Patrícia Monteiro, 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 229-237, December.
    4. Mohammad Reza Yazdan Panah Shahabadi & Hassan Sajadzadeh & Mojtaba Rafieian, 2020. "Explaining the theoretical model of place branding: an asset-based approach to regeneration of the historic district of Tehran," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 377-392, July.
    5. Ulla Hakala & Arja Lemmetyinen & Lenita Nieminen, 2020. "Rebranding a “rather strange, definitely unique” city via co-creation with its residents," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 316-325, December.
    6. Sang, Senyao, 2021. "Reconstructing the place branding model from the perspective of Peircean semiotics," Annals of Tourism Research, Elsevier, vol. 89(C).

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