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    3-Gap Place Branding Model

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    The document discusses place branding and how destinations compete online. It presents a 3-gap place branding model that shows the relationship between a place's identity, brand strategy, image, and visitor experiences. It also discusses analyzing a place's perceived identity, image, and projected image online. Specific websites are provided as examples of conveying a place's brand essence, matching values to visitor segments, linking virtual and physical experiences, and communicating through video and social media.

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    3-Gap Place Branding Model

    Uploaded by

    nvrlve
    108 views4 pages
    The document discusses place branding and how destinations compete online. It presents a 3-gap place branding model that shows the relationship between a place's identity, brand strategy, image, and visitor experiences. It also discusses analyzing a place's perceived identity, image, and projected image online. Specific websites are provided as examples of conveying a place's brand essence, matching values to visitor segments, linking virtual and physical experiences, and communicating through video and social media.

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    The document discusses place branding and how destinations compete online. It presents a 3-gap place branding model that shows the relationship between a place's identity, brand strategy, image, and visitor experiences. It also discusses analyzing a place's perceived identity, image, and projected image online. Specific websites are provided as examples of conveying a place's brand essence, matching values to visitor segments, linking virtual and physical experiences, and communicating through video and social media.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    108 views4 pages

    3-Gap Place Branding Model

    Uploaded by

    nvrlve
    The document discusses place branding and how destinations compete online. It presents a 3-gap place branding model that shows the relationship between a place's identity, brand strategy, image, and visitor experiences. It also discusses analyzing a place's perceived identity, image, and projected image online. Specific websites are provided as examples of conveying a place's brand essence, matching values to visitor segments, linking virtual and physical experiences, and communicating through video and social media.

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    of 4

    How destinations compete on the Net?

    A Place Branding Perspective


    ROBERT GOVERS

    Robert Govers

    Background
    Globalisation has made people footloose Where is the sense of place?

    Place Brands and e-Brand

    ROBERT GOVERS Robert Govers

    The 3-gap Place Branding Model


    HOST

    Place Identity Place Brand Strategy Gap Projected Place Image Product Offering Place Brand Performance Gap Vicarious Place Experiences Perceived Place Experience Perceived Place Image Temporal Environmental and Situational Influences
    Place Brands and e-Brand

    Place Brand Satisfaction Gap

    Visitor Identity
    Cultural background Social characteristics Personal characteristics Psychological characteristics

    Word-of-Mouth Word-of-Mouse
    GUEST
    ROBERT GOVERS

    32 Gap Bridging Guide & ICT

    Place Brands and e-Brand

    ROBERT GOVERS

    Place Brand Analysis


    Perceived identity analysis:
    www.nzedge.com

    Perceived image analysis:


    http://tinyurl.com/ygy7735

    Projected image analysis:


    www.google.com/trends www.radian6.com www.mediatenor.com http://tourism.wu-wien.ac.at/Jitt/JITT_7_2_Govers_Go.pdf http://linkbc.ca/torc/downs1/JITT61GoversGoDstinationImage.pdf

    Place Brands and e-Brand

    ROBERT GOVERS

    Place Brand Essence


    Brand Identity: match brand on- and offline
    www.flandes.net

    Experience concept:
    www.voiceofwales.com www.thevoiceofwales.com/en/content/cms/gallery/autumn08lan dingpage/autumn08landingpage.aspx www.massively.com/2008/05/25/second-life-places-visit-mexicoruta-maya/

    Value Match: segmentation


    www.lafrise.nl/

    Place Brand Implementation


    Construction: Link virtual and physical
    www.youtube.com/watch?v=M-rfH-UrC-s

    Cooperation:
    www.thevoiceofwales.com/

    Communication:
    www.youtube.com/watch?v=_RmPgPS8cN0 www youtube com/user/PureNewZealand www.youtube.com/user/PureNewZealand http://twitter.com/visitholland

    Questions?
    Robert Govers
    Adjunct Associate Professor Consortium University of Leuven

    www.rgovers.com www.linkedin.com/in/rgovers http://claimid.com/rgovers rgovers@rgovers.com rgovers@geo.kuleuven.be rgovers@scarlet.be

    Place Brands and e-Brand

    ROBERT GOVERS

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