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Co-creation and internal place branding: a case study of Plettenberg Bay, South Africa

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  • Nicola Camatti

    (University of Venice Ca’ Foscari)

  • Simon Wallington

    (University of Venice Ca’ Foscari)

Abstract

Co-creation is a common term used in place branding to describe the involvement of stakeholders in the creation of a place’s brand. The motivation behind co-creation is that it will add depth and legitimacy to the brand. Through a process of co-creation, it is also hoped that stakeholders will become active ambassadors of the brand and its values. Co-creation, however, is far from simple in practice—places are complicated, budgets are often small and competing interests are many. This paper examines the processes of co-creation that were initiated by Plett Tourism, a tourism office in a South African seaside town called Plettenberg Bay. By considering this case study, and case studies from other places, it is hoped that a broader conception of co-creation can be understood, one that goes beyond the early stages of involving stakeholders in the creation of a place brand and instead creating a platform for continuous engagement with stakeholders. Part of this engagement is sometimes called internal place branding, and so the ways in which internal place branding intersects with co-creation will discussed in this paper too.

Suggested Citation

  • Nicola Camatti & Simon Wallington, 2023. "Co-creation and internal place branding: a case study of Plettenberg Bay, South Africa," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 525-534, December.
    • Handle: RePEc:pal:pbapdi:v:19:y:2023:i:4:d:10.1057_s41254-022-00279-x
    DOI: 10.1057/s41254-022-00279-x
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    References listed on IDEAS

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    1. Bodil Stilling Blichfeldt & Henrik Halkier, 2014. "Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals in Rural North Jutland, Denmark," European Planning Studies, Taylor & Francis Journals, vol. 22(8), pages 1587-1603, August.
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