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The SWOT of Damocles: challenges in shaping inclusive place marketing audits

Author

Listed:
  • Massimo Giovanardi

    (University of Bologna | Rimini Campus
    University of Bologna | Rimini Campus)

  • Maria Giulia Silvagni

    (University of Bologna | Rimini Campus)

  • Francesco Maria Barbini

    (University of Bologna | Rimini Campus
    University of Bologna)

Abstract

This paper extends existing research on inclusive place marketing by advancing methodological reflections on how to rework research instruments toward greater inclusivity. Our methodological reflections intend to encourage the dialogue between place marketing theory and practice, as well as reflections on the role that academic researchers take on while co-creating territorial development and promotion projects with a variety of non-academic stakeholders. This is done in the form of a self-reflective account of the multi-disciplinary tourism research team engaged in “RECOLOR” (Reviving and EnhanCing artwOrks and Landscapes Of the adRiatic). This is an INTERREG project funded by the European Commission that aims to enhance the tourist potential of secondary urban and natural resources in Croatia and Italy, with a view to generating sustainable development. Academics and consultants can replicate the research methods suggested in this paper when conducting participatory audits in other destinations.

Suggested Citation

  • Massimo Giovanardi & Maria Giulia Silvagni & Francesco Maria Barbini, 2023. "The SWOT of Damocles: challenges in shaping inclusive place marketing audits," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 294-304, September.
    • Handle: RePEc:pal:pbapdi:v:19:y:2023:i:3:d:10.1057_s41254-022-00269-z
    DOI: 10.1057/s41254-022-00269-z
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    References listed on IDEAS

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