O ABSTRACTS/ FULL PAPERS CONFERENCE PROCEEDINGS OF THE SECOND CONFERENCE OF THE INTERNATIONAL PLACE BRANDING ASSOCIATION MARRIOTT HOTEL, SWANSEA – DECEMBER 5th – 9th, 2017 [DATE] [COMPANY NAME] IPBA[Company address] Copyright © 2018 Swansea University – International Place Branding Association All rights reserved. No part of this book may be reproduced or utilised in any form or by any School of Management means, electronic or mechanical, including Swansea University, photocopying, recording, or by any information Bay Campus, Fabian Way storage and retrieval system, without Swansea, Wales permission in writing from the publisher. SA1 8EN First published January 2018. International Place Branding Association (IPBA) Swansea University Publication ISBN 978-1-911503-02-6 Editors: Samuel Ebie, Nigel Morgan and Brian Garrod 1 Editorial The School of Management, Swansea University, were honoured to host the IPBA 2017 Conference. Building on the success of IPBA’s inaugural conference that took place in London in December 2016, IPBA 2017 was graced with over 100 delegates from around the globe. Submissions were received from doctoral scholars, academics, marketing professionals, educators and branding experts, collectively representing more than 30 countries across six continents. This conference proceedings publication is a collection of accepted submissions comprising papers at the doctorial colloquium, abstracts and full papers. In total, there were 67 papers with 80 authors. We would like to express our deep and sincere gratitude to everyone who has showed interest in the conference and submitted various abstracts and papers. We are particularly thankful to our keynote speakers and to the delegates who shared their presentations, written research papers and artwork for the conference art gallery sessions. We would like to say a big thank you to the Dean of the School of Management, all the administrative staff of the School who worked so hard with colleagues as a united team to ensure the success of this event, and staff of Marriott Hotel, Swansea, for their hospitality. Thank you very much. The Editorial Board 2 Welcome from Professor Marc Clement, Dean of the School of Management I am delighted to welcome you to the second conference of the International Place Branding Association here in Swansea. It is a particularly exciting time for Swansea at present. Our final pitch to become the 2021 UK City of Culture is being made this week, while a £1.2b City Regional Deal was announced by the Prime Minister right here in the School of Management Executive Boardroom last summer. Proposals for a Tidal Lagoon in Swansea Bay are still in progress and there will soon be a major redevelopment of the city centre, including an arena and major retail and leisure facilities. Swansea is facing an exciting future, as we build on our rich heritage. Our historic docklands and medieval castles sit alongside a vibrant mix of shops and restaurants, galleries and museums, hotels, theatres and parks. Swansea is also a diverse cultural melting pot: not only a bilingual community in which the Welsh language can be heard spoken in everyday conversation but also there being a rich mix of diverse ethnicities from around the world. Established in 1920, Swansea University will soon be celebrating its centenary. We are a research- led university that thrives on exploration and discovery, offering an enviable balance of excellent teaching and world-class research. The University has enjoyed a period of tremendous growth in the last 10 years and we have achieved our ambition to be a top 30 research University, achieving 26th position in the UK’s Research Excellence Framework league table in 2014. The School of Management is very much part of that success story. The School has recently seen major investment in our building and facilities, and we have significantly enhanced our engagement with key stakeholders and commercial partners. Our primary goal is to provide the excellent research-led teaching, skills and enhanced learning opportunities that our graduates need to realise their goals. In addition, we strive to address some of the most significant local and global challenges, primarily in the areas of health and well-being, digital society and sustainable economies. Our recent move to the new £450 million Bay Campus – one of the largest knowledge-economy projects in the UK and within the top five in Europe – provides the perfect environment for the School of Management to climb to even greater heights. I hope that you will take some time to look around the campus and city and I wish you all a productive, engaging and thought-provoking conference. Professor Marc Clement 3 Welcome from Professor Nigel Morgan, Chair of the organising committee It is a delight to welcome the IPBA and its conference delegates to my home city of Swansea and to the School of Management. I recently became Head of the School’s Department of Business and I am honoured to work in such a dynamic environment with such wonderful colleagues. We are a large department of over 60 academics and 1500 students, with research centres and programmes encompassing marketing and tourism, strategy, operations and analytics, people and organisations and entrepreneurship and innovation. We ourselves sit within a large and rapidly expanding School, which has a vision to make a difference to society and the economy locally and globally through excellence in research-led teaching. We are currently ranked 17th in the UK for the impact of research and 26th for our research excellence, and we are moving towards our ambition to be one of the UK’s top business schools. Located at the University’s new £450million Bay Campus, our two-year old School of Management building (SoM) provides world-class facilities. The School is already home to the innovation hubs of some of our industry partners, such as Fujitsu and Pfizer, whilst several spin-out companies are also resident. These and other yet undisclosed developments will allow us to deliver world-class education through collaboration, innovation and fresh thinking. The visitor economy and its role in place identity and place-making is an essential part of the School, University and indeed the wider Swansea region’s ambitions for growth. Tourism is Wales’ second biggest industry and employs over a quarter of a million people across the nation. For every £50k spent by visitors in Wales, one job is created or safeguarded here. It will be interesting to hear and take part in the upcoming discussions over tourism, inward investment and place-making throughout over the course of this conference. It promises to be a stimulating few days and I am hugely indebted to Professor Brian Garrod and his team for their tireless efforts to host what I am sure will be a very rewarding event. Professor Nigel Morgan 4 Welcome from Professor Brian Garrod, Conference host It is my great pleasure to welcome you to Swansea and to serve as conference host. My hope for the conference is that it will be a source of significant ideas and inspiration, as well as a productive networking venue for the international place branding knowledge community. I believe that as decision makers worldwide increasingly discover both the importance and implications of place branding, we will increasingly find ourselves at the forefront of policy, planning, marketing and business decision making, and that we will be called upon to provide critical-but- incisive contributions to that knowledge nexus. As such, the conference is not simply a pleasant opportunity for us to come together, to meet up with old friends and make new ones: it is critical for the development of our field both in theory and practice. We have a very serious few days ahead of us. That is not to say, of course, that we cannot have a convivial and sociable time together, and my aim as Conference Host is to make sure that we can do just that. Let me begin by welcoming you to our wonderful city. I only relocated to Swansea at the beginning of this academic year but already it feels like home to me. I hope that I will be able to make you feel at home too, even though you might only be staying a few days. I would like to take this opportunity to thank our keynote speakers for taking the time out of their busy schedules to join us. Thank you, Mari, Geerte, Manolis and Don. I know from my own experience that preparing a keynote speech involves a great deal of effort, as well as nerve to deliver! Please rest assured that you have an attentive and appreciative audience. Finally, I would like to thank everyone who assisted ‘behind the scenes’ to make this conference happen. There are too many of you to name but I am certain that without your help I would long ago have sunk beneath the waves. Thank you for coming. Professor Brian Garrod 5 Conference Programme Tuesday 5th – Thursday 9th December 2017 Marriott Hotel, Swansea Doctoral Colloquium DAY 1- Tuesday 5th December 2017 Time Session 09:30 – 10:00 Registration with coffee 10:00 – 10:15 Welcome 10:15 – 12:15 Presentation sessions Attractiveness and transparency at odds: The cases of commodity trade and international sport organizations as part of Swiss place brand strategies Renaud Vuignier and Vincent Mabillard Visual identity on urban international destinies Lorena De Ferrari (Cultural-) identity based nation branding: A case study of the Maori in New Zealand Jasmine Sera 12:15 – 13:15 Lunch 13:15 – 15:45 Presentation sessions Co-created visual narratives: Answering the call for more participatory approaches in place branding Cátia Filipa Cerqueira Rebelo Defining 'value' and how it is uniquely transmitted from the Llangollen International Musical Eisteddfod Lewis Thomas The Impact of the Jamaican Diasporic community in the New York Metropolitan Area on Brand Jamaica.