Already in the 1980s industrial tourism - people visiting operational companies - has been identified as a growing segment of regional tourism industries. Since then the pressure on companies to open their doors for other members of the society has only increased. Several scholars (e.g. Frew, 2000;...

The theoretical development of place branding is in its early stages. The most important contributions so far have come from publications "translating" insights, methods and tools from corporate branding theory to places and cities in particular. Obviously, an academic field in its early stages...

The number of cities claiming to make use of branding has been growing considerably in the last decade. Competition is one of the key drivers for cities to establish their place as a brand and promoting that place to visitors, investors, companies and residents. Unfortunately, place marketers...