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Place Marketing And Rural Municipalities In Northern Sweden: A Content Analysis Of Municipal Homepages

Author

Listed:
  • Olga Rauhut Kompaniets

    (Moscow State University of Economics, Statistics and Informatics (MESI), Russia)

  • Daniel Rauhut

    (University West,Trollhättan, Sweden)

Abstract

The place marketing concept is one of the most popular concepts used in the analysis and promotion of countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most studies on place marketing focus on unique selling points and thus on brands of already extensively ‘marketed’ countries, national capitals and other large metropolitan areas, while the rural towns that need more marketing attention, given their need to overcome their lack of material and non-material resources, are often ignored. This is based on the idea of the promotion to target markets of the unique selling points of the town in question. This paper aims to discuss the extent to which the place marketing concept can be viewed as an essential tool in the effective promotion of 75 rural towns in the seven northernmost regions of Sweden. The paper outlines the reasons why rural towns in Northern Sweden should use place marketing. The article also highlights the basic features of the place marketing concept and its key elements for rural towns as well as describing the target audience for rural towns while identifying their specific needs and wants.

Suggested Citation

  • Olga Rauhut Kompaniets & Daniel Rauhut, 2013. "Place Marketing And Rural Municipalities In Northern Sweden: A Content Analysis Of Municipal Homepages," Romanian Journal of Regional Science, Romanian Regional Science Association, vol. 7(2), pages 11-36, DECEMBER.
    • Handle: RePEc:rrs:journl:v:7:y:2013:i:2:p:11-36
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    References listed on IDEAS

    as
    1. Christos Liouris & Alex Deffner, 2005. "City marketing - a significant planning tool for urban development in a globalised economy," ERSA conference papers ersa05p395, European Regional Science Association.
    2. Wilhelm J. Meester & Pieter H. Pellenbarg, 2001. "Changing regional images; are regional marketing campaigns successful?," ERSA conference papers ersa01p44, European Regional Science Association.
    3. Metaxas, Theodore, 2010. "Planning, managing and implementing place/city marketing effectively: review and discussion of the last 25 years," MPRA Paper 41024, University Library of Munich, Germany, revised 2010.
    4. Theodore METAXAS, 2010. "Cities Competition, Place Marketing And Economic Development In South Europe: The Barcelona Case As Fdi Destination," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 5(5(14)), pages 5-19, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    place marketing; rural towns; target audience; unique selling point;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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