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Online Place Branding: The Case of Hong Kong (Routledge Advances in Management and Business Studies) (Paperback)

Online Place Branding: The Case of Hong Kong (Routledge Advances in Management and Business Studies) By Phoenix Lam Cover Image
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Description


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.

About the Author


Phoenix Lam is Assistant Professor in the Department of English at the Hong Kong Polytechnic University and a member of the Research Centre for Professional Communication in English.
Product Details
ISBN: 9780367695798
ISBN-10: 0367695790
Publisher: Routledge
Publication Date: June 30th, 2022
Pages: 204
Language: English
Series: Routledge Advances in Management and Business Studies