The 4th Annual Conference of the International Place Branding Association Department of Planning & Regional Development University of Thessaly November 27-29th, Volos (Greece) UNDER THE AUSPICES DP RD PROCEEDINGS THE 4TH ANNUAL CONFERENCE OF THE INTERNATIONAL PLACE BRANDING ASSOCIATION Editors: Alex Deffner Eva Psatha © Copyright: Department of Planning and Regional Development, University of Thessaly, Volos, Greece, 2019 ISBN: 978-618-84403-2-6 Text Editing Eva Psatha Neoklis Mantas Sotiria Katsafadou http://www.prd.uth.gr/ 1 TABLE OF CONTENTS Welcome from the IPBA Founding Chair ...................................... 13 Welcome to IPBA, Volos 2019 ....................................................... 14 Keynote Speakers .......................................................................... 15 List of Authors ............................................................................... 15 List of the Art Session Contributors .............................................. 21 KEYNOTES .................................................................................... 23 PLACE BRANDING AND PUBLIC DIPLOMACY: THE PARADOX OF REPUTATIONAL SECURITY ....................................................................... 23 CULL NICK ........................................................................................................................ 23 BRANDING LANDSCAPES: LAND, PLACE AND IDENTITY ..................... 24 DOXIADIS THOMAS .......................................................................................................... 24 CINQUE TERRE, ITALY. A CASE OF PLACE BRANDING: FROM OPPORTUNITY TO PROBLEM FOR TOURISM ......................................... 25 VEGNUTI ROBERTO .......................................................................................................... 25 PARALLEL SESSIONS .................................................................. 26 THE GOOD, THE BAD, AND THE UGLY IN COUNTRY BRANDING ....... 26 AL ABDULRAZAK RULA ..................................................................................................... 26 CITY BRANDING CO-OWNERSHIP: DO EXTERNAL STAKEHOLDERS LISTEN TO STRATEGIES? ........................................................................... 28 ALAUX CHRISTOPHER ...................................................................................................... 28 CARMOUZE LAURA .......................................................................................................... 28 CUENCA CHRISTINE ......................................................................................................... 28 TOWARDS A DIGITALIZATION OF PLACE MARKETING: THE DIGITAL PORTRAIT OF THE TERRITORY (PDT), A NEW DIGITAL TERRITORIAL DIAGNOSIS TOOL ........................................................................................ 47 ALLA MOHSINE ................................................................................................................ 47 ABAKOUY MOSTAFA ........................................................................................................ 47 STATE POLICY CHANGES AND DESTINATION BRANDING: RE - (RE) PRESENTING RAJASTHAN (INDIA) .......................................................... 48 AMRITA JOSHI .................................................................................................................. 48 KAMAL SHARMA .............................................................................................................. 48 FROM POEM AND SONG TO CULTURAL DIPLOMACY: CHALLENGES AND OPPORTUNITIES FOR PLACE BRANDING AND TOURISM PROMOTION ................................................................................................ 49 2 ASLANIDES ANASTASIA .................................................................................................... 49 LINARDAKI CHRISTINA ..................................................................................................... 49 PLACE BRANDING AND INDUSTRIAL HERITAGE: ................................ 69 SPATIAL STRATEGIES AND INTERVENTIONS IN THE RUHR AREA ... 69 ASPROGERAKAS EVANGELOS .......................................................................................... 69 MOUNTANEA KIKI ............................................................................................................ 69 THAILAND TOURISM CRISES AND IMAGE REPAIR STRATEGIES ....... 85 AVRAHAM ELI .................................................................................................................. 85 TAECHARUNGROJ VIRIYA ................................................................................................ 85 DIFFERENTIATION OF THE REGIONAL ATTRACTIVENESS FOR GAINING TALENTS IN THE CONTEXT OF PLACE BRANDING THEORY ....................................................................................................................... 87 BARKUN YAUHENIYA ....................................................................................................... 87 GLIŃSKA EWA .................................................................................................................. 87 DĘBKOWSKA KATARZYNA ................................................................................................ 87 “CITY SOUND TRACES” AND THE PROMOTION OF IDENTITY: RE- EXPERIENCE THE CITY OF THESSALONIKI THROUGH A SOUNDWALK APPLICATION ............................................................................................ 106 BIROU-ATHANASIOU VASILIKI ....................................................................................... 106 DEFFNER ALEX ............................................................................................................... 106 PLACE BRANDING AS SPATIAL FETISHISM .......................................... 108 BOGIAZIDES NICK ........................................................................................................... 108 HERAKLION DESTINATION BRANDING. A NEW DESTINATION IDENTITY FOR THE DYNAMIC, AMBITIOUS CAPITAL OF CRETE....... 110 BROUSSALIS DIMOSTHENIS ........................................................................................... 110 DESTINATION BRANDING THROUGH BUILDING SUSTAINABLE CULTURAL TOURISM PRODUCTS: CASE STUDY OF THE ROUTES OF THE FRANKOPANS ..................................................................................... 112 BURGER MILA-MARINA ................................................................................................. 112 GEOGRAPHIES OF FEAR – COMMUNICATING SAFETY IN URBAN DESTINATIONS ........................................................................................... 127 CASSINGER CECILIA ........................................................................................................ 127 MÅNSSON MARIA .......................................................................................................... 127 EKSELL JÖRGEN .............................................................................................................. 127 THUFVESSON OLA.......................................................................................................... 127 PLACE BRAND COMMUNICATION FOR SUSTAINABLE URBAN DEVELOPMENT .......................................................................................... 129 CASSINGER CECILIA ........................................................................................................ 129 3 PARTICIPATORY CROSS BORDER PLACE MARKETING BETWEEN GREECE AND ALBANIA: A METHODOLOGICAL APPROACH ............... 131 DEFFNER ALEX ............................................................................................................... 131 THEODORE METAXAS .................................................................................................... 131 KARACHALIS NICHOLAS ................................................................................................. 131 LEFTERIS TOPALOGLOU ................................................................................................. 131 KLEANTHIS SIRAKOULIS ................................................................................................. 131 EVA PSATHA ................................................................................................................... 131 CAN A BRAND CONSTITUTE A ‘PRISONER OF GEOGRAPHY’? THE CASE OF LARISSA, GREECE, AS ‘OPEN CITY’ ......................................... 133 DEFFNER ALEX ............................................................................................................... 133 METAXAS THEODORE .................................................................................................... 133 SIRAKOULIS KLEANTHIS ................................................................................................. 133 KARACHALIS NICHOLAS ................................................................................................. 133 PSATHA EVA ................................................................................................................... 133 USING AFFORDANCE THEORY TO CONCEIVE CONVIVIAL PLACES THAT FACILITATE INTERCULTURAL ENGAGEMENT .......................... 135 DEMANGEOT CATHERINE .............................................................................................. 135 REGIONAL BRANDING IN POLAND: FROM HISTORICAL NOSTALGIA TO CREATION OF A NEW IDENTITY ....................................................... 137 DUDEK-MAŃKOWSKA SYLWIA .....................................................................................