Place brands exist in various forms (e.g., in the branding of nations, cities, regions
and tourism destinations) and there is no doubt that it is now well-established as an
area of academic study. Despite its long history, it was not until the last quarter of the
twentieth century that articles on place branding began to appear in the academic
literature (Kavaratzis 2005; Pike 2009). A recent study by Lucarelli and Berg (2011)
highlights, in particular, the rapid expansion in the number of articles published on
Place brands exist in various forms (e.g., in the branding of nations, cities, regions
and tourism destinations) and there is no doubt that it is now well-established as an
area of academic study. Despite its long history, it was not until the last quarter of the
twentieth century that articles on place branding began to appear in the academic
literature (Kavaratzis 2005; Pike 2009). A recent study by Lucarelli and Berg (2011)
highlights, in particular, the rapid expansion in the number of articles published on
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