Online Place Branding (The Case of Hong Kong) - 9780367695798

ISBN: 9780367695798
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$54.99
SKU:
9780367695798
Minimum Purchase:
25 units
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Minimum Order: 25 copies per title

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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.

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Product Details

Author:
Phoenix Lam
Format:
Paperback
Pages:
204
Publisher:
Taylor & Francis (June 30, 2022)
Language:
English
ISBN-13:
9780367695798
Weight:
10.625oz
Dimensions:
6.125" x 9.1875"
File:
TAYLORFRANCIS-TayFran_240328052532151-20240328.xml
Folder:
TAYLORFRANCIS
List Price:
$54.99
Series:
Routledge Advances in Management and Business Studies
Case Pack:
10
As low as:
$48.39
Publisher Identifier:
P-CRC
Discount Code:
H
Audience:
College/higher education
Country of Origin:
United States
Pub Discount:
30

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