Maps and the representation of urban shopping destinations

Purpose – This paper seeks to investigate the use of town centre guides as a device for the representation of urban shopping destinations. Design/methodology/approach – Following a review of the relevant academic literature in the areas of cartography and place marketing, the paper considers the use of graphic interface elements of scale, projection and symbolisation in the specific context of maps in town centre guides. The guides are drawn from various UK locations reflecting different levels of the retail hierarchy and different locational “archetypes” as identified by URBED. Findings – The level of detail and content of maps in town centre guides studied varied significantly. All the graphic interface elements of scale, projection and symbolisation were incorporated. Projection was usually oblique, and in some maps isometric. Regarding symbolisation, the most important variables were shape and hue. Research limitations/implications – This is an exploratory investigation using a limited number of town centre guides. An agenda for further research, focusing on issues in relation to the production and consumption of maps in this context, is presented. Practical implications – The paper provides place marketing practitioners with guidance as to the development of town centre marketing/promotional material, which may incorporate maps. Originality/value – Town centre guides are an important and commonly used promotional mechanism for urban retail provision. This paper considers issues relating to the use of a crucial component of these guides, namely cartographic representations of the town cente.