Overview
Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world.
The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.
This book title, Online Place Branding (The Case of Hong Kong) - 9780367695798, ISBN: 9780367695798, by Phoenix Lam, published by Taylor & Francis (June 30, 2022) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
Unlike Amazon and other retailers who may also offer Online Place Branding (The Case of Hong Kong) - 9780367695798 books on their website, we specialize in large quantities and provide personal service, from trusted, experienced, friendly people in Portland, Oregon. We offer a Price Match Guarantee, and QuickQuote form, to make purchasing quick and easy.
Prefer to work with a human being when you order Online Place Branding (The Case of Hong Kong) - 9780367695798 books in bulk? Our Book Specialists are standing by Monday-Friday 8-5 PST, ready to help!