The role of place in city centre retailing
Forskningsoutput: Tidskriftsbidrag › Artikel i vetenskaplig tidskrift
City centre offerings, including shopping, restaurants and cafés, and a lively atmosphere are vital place attributes, which together with several other elements create an attractive place. However, city centre retailing is facing serious competition from e-commerce and external shopping malls, and dying city centres appear to have become a worldwide epidemic in the last decade. To retain visitors in the city centre is a prioritized issue and a current topic, for both retail and place branding research. In the present study the role of different elements of city centre retailing in the promotion of a city as a retail destination is explored by analysing photos published on Instagram by a Town Centre Management initiative. The following research question is answered: What role can the place play in city centre retailing? The study is inter-disciplinary, showing how retail attributes and place elements can reinforce each other and together offer opportunities for unique customer experience in a city centre, for the benefit of both retailing and the city brand. Three dominant visual themes of the place’s role in the marketing of a city centre are identified: the place as a frame, the place as a living room, and the place as a stage.
|Enheter & grupper|
Ämnesklassifikation (UKÄ) – OBLIGATORISK
|Tidskrift||Place Branding and Public Diplomacy|
|Status||E-pub ahead of print - 2019 jan 1|
|Peer review utförd||Ja|