Gregory Ashworth

Place marketing. How did we get here and where are we going

Purpose – This paper serves two purposes. First, to identify the stages of the historical development of place marketing, because place marketing has developed over time through discrete phases, which differ in their sophistication as well as in their approaches and objectives. Secondly, to identify and articulate significant issues, which will determine the “way forward” for place marketing.Design/methodology/approach – Place marketing has been shaped by developments within marketing science and cognate disciplines but also by the external historical contexts at various spatial scales that determined its assumptions, goals and priorities. A concordance of a number of approaches to the evolution of place marketing is attempted and from this, conclusions are drawn about the current assumptions upon which place marketing is based.Findings – Seven issues are identified that appear to hinder marketing implementation from delivering its full contribution and are suggested here as significant for the future of ...

Pluralising pasts : heritage, identity and place in multicultural societies

List of figures Acknowledgements 1. Introduction: Heritage and Plurality Part I: The Conceptual Context 2. Culture and Plural Identities 3. Towards Pluralising Pasts: Theories and Concepts of Heritage 4. Place, Identity and Heritage Part II: A Typology of Plural Societies 5. Nature and Types of Plural Society Part III: Heritage in Plural Societies 6. Heritage in Assimilation Models 7. Heritage in Melting Pot Models 8. Heritage in Core+ Models 9. Heritage in Pillar Models 10. Heritage in Salad Bowl Models 11. Conclusion: The Future of Pluralising the Past References Index

Building a new heritage : tourism, culture and identity in the new Europe

1. A Heritage for Europe: The Need, the Task, the Contribution G. J. Ashworth and P. J. Larkham Part 1: Theories and contexts 2. From History to Heritage: From Heritage to Identity: In Search of Concepts and Models G. J. Ashworth 3 What New Heritage for Which New Europe? Some Contextual Considerations I. Masser, O. Sviden and M. Wegener Part 2: Producers and consumers 4.Tourism and Heritage: the Pressures and Challenges of the 1990s E. A.J. Carr 5. Cultural tourism and Time-Space Behaviour A.G.J. Dietvorst 6 Who Consumes the Heritage Product? Implications for European Heritage Tourism D. Light and R.C. Prentice Part 3: Choice: whose heritage, which heritage? 7.Whose Heritage? Global Problem, European Nightmare J.E. Tonbridge 8 Heritage Conservation and Revisionist Nationalism in Ireland B.J. Graham 9. The Renaissance of Cultural Vernacularism in Germany J. Soane 10. Urban Heritage in the Czech Republic R. Hammersley and T. Westlake Part 4: The achievement, hopes and limitations of heritage planning 11. Tourism: Support or Threat to Heritage? P.T. Newby 12. Heritage and Culture: A Capital for the New Europe E. Morris 13. A New Heritage for a New Europe: Problem and Potential P.J. Larkham. Indices.

The Instruments of Place Branding: How is it Done?

The Instruments of Place Branding: How is it Done? Place branding is the idea of discovering or creating some uniqueness, which differentiates one place from others in order to gain a competitive brand value. This article is not about the concepts or justifications but about how it is actually done at the local level, especially as part of broader conventional place management policies. Three main local planning instruments are widely used throughout the world in various combination in diverse places, each of which is described and exemplified here. These are first, personality association, where places associate themselves with a named individual, from history, literature, the arts, politics, entertainment, sport or even mythology, in the hope that the necessarily unique qualities of the individual are transferred by association to the place. Secondly, the visual qualities of buildings and urban design is an instrument of place-branding available to local planners. This could include flagship building, signature urban design and even signature districts. Thirdly, event hallmarking is where places organise events, usually cultural or sporting, in order to obtain a wider recognition that they exist but also to establish specific brand associations. Lessons are drawn from practice about the importance of combining these instruments and integrating them into wider planning and management strategies.

Holocaust Tourism: The Experience of Kraków-Kazimierz

Atrocity, Heritage and Tourism: The Management of Dissonance Dissonant heritage is a condition in which there is a lack of congruence in time or space between people and their heritage (Tunbridge & Ashworth, 1996). If all heritage is someone’s heritage and therefore logically not someone else’s, any creation of heritage from the past disinherits someone completely or partially. However, atrocity heritage for various reasons is particularly prone to many types of dissonances. Its nature imbues it with a capacity to amplify the effects and thus render more serious what otherwise would be marginal or manageable. The dissonance created by atrocity is not only peculiarly intense and lasting but raises particularly complex issues of interpretation for those who associate with victims, perpetrators and observers. The addition of tourism demand to the other demands clearly complicates still further what was already an emotionally intricate matter. It would seem self-evident that mankind would prefer to forget unpleasant pasts rather than deliberately remember an atrocity. There must therefore be compelling reasons and convincing explanations that justify the deliberate act of remembrance of past trauma. Victims may use atrocity heritage for a deliberate fostering of group cohesion, place identification or ideological legitimation. The memorability of atrocity simply makes it a powerful instrument for those who identify themselves as victims. Historically, victimisation as a founding mythology has played a central role in state-building. There are of course dangers inherent in a dominating sense of past injustice which may not be an ideal paradigm for the guidance of future action. It is more difficult to understand why perpetrators should want atrocity to be memorialised. Perpetrating individuals and states would seem to have an obvious interest in avoiding the creation of heritage likely to be highly dissonant to them which might lead to internal problems and external disadvantages. However, many atrocities, not least terrorist acts, were perpetrated with the deliberate intent of being publicised and memorialised, at least in the short term, for particular military or strategic advantage as a warning to others not to resist. However, more usual are strategies of denial favouring ‘collective amnesia’, ‘blame shift’, which often requires a form of demonisation of a preferably defunct group of scapegoats or ‘victim complicity’. Finally, those not directly identifying with either victims or perpetrators may argue that they have an interest in memorialisation to prevent the reoccurrence of similar atrocity, in which they might be involved. This is the global

Towards Effective Place Brand Management

Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.

The European city : a Western perspective

Explores the distinction of West European urban experience. It also provides an examination of the similarities and differences between urban experiences of West European countries. Divided into three sections, the first part studies the philosophies, histories and procedures that make the West European city system rich in internal variety. The second part deals with various aspects of the citys developmental policies and the final section consolidates the previous policies by examining the city plan as a whole.

Old cities, new pasts: Heritage planning in selected cities of Central Europe

Heritage is the contemporary usage of a past and is consciously shaped from history, its survivals and memories, in response to current needs for it. If these needs and consequent roles of heritage, whether for the political legitimacy of governments, for social and ethnic cohesion, for individual identification with places and groups, or for the provision of economic resources in heritage industries change rapidly, then clearly we expect the content and management of that heritage to do likewise. The cities of Central Europe have long been the heritage showcases that reflected the complex historical and geographical patterns of the regions changing governments and ideologies. The abrupt economic and political transition and reorientation of the countries of Central Europe has thus, unsurprisingly, led to many equally abrupt changes in the content and management of urban heritage throughout the region. The uses made of heritage are clearly drastically changing but so also is the way that heritage is currently managed. What is happening, as well as how, is however uncertain and investigated here. The revolutionary eradication of a rejected past, a return to some previous pasts or the beginnings of a new past in the service of a new present are all possibilities. Answers are sought to these questions through the examination of a selection of cases of types of heritage city and their management in the region. These include an archetypical European gem city (Eger, Hungary), a tourist-historic honey-pot (Česky Krumlov, Czechia), a medium-sized multifunctional city (Gdansk, Poland), a major metropolis (Budapest, Hungary), the relict anomaly (Kaliningrad/ Königsberg, Russia) and the national cultural centre of Weimar.

Heritage, Tourism and Places: A Review

The subject of this review is the relationship between three phenomena, heritage, tourism, and its context of places. This triangular relationship has been viewed in three main ways namely as automatically harmonious, inevitably in conflict or potentially sustainable. The basis for a sustainable heritage tourism can be investigated in two directions. First by examining the management of heritage for tourists which requires answers to the questions, ‘why are tourists interested in heritage?’ and ‘how do tourists use heritage?’ Secondly heritage tourism can be managed for the attainment of local objectives, frequently local economic development, which requires investigation of the relationship between heritage and places and between heritage tourism and local economies. The extent to which these questions have been posed and answered in the research literature is reviewed.

Conservation Designation and the Revaluation of Property: the risk of heritage innovation

The relationship between the designation of heritage areas, property values and the role of local authority policy is examined through the case of Canadas oldest and largest Heritage Conservation District, St. Johns Newfoundland. Investment in renovation by public authorities and individuals is a risky undertaking which does not necessarily result in private and public gains. The causes of the failure of the St. Johns Heritage Conservation Area (HCA) to generate private property investment for renovation and enhancement of the historic district are investigated. Conclusions are drawn about the relationship of local authority goals and policies and private initiatives so that the preconditions for possible success and the minimising of risk, of relevance elsewhere, can be established.