place branding, smart cities, the shared economy and … · a coruña 15.888 0,540 barcelona 1.977...

Teaching excellence for over 100 yearsUniversity ranked no. 1 in London for TourismTeaching excellence for over 100 yearsUniversity ranked no. 1 in London for Tourism

Place branding, smart cities,

the shared economy and

other myths in city

management

Dr. Andres Coca-Stefaniak

University of Greenwich

Norsk Sentrumsutvikling, Kristiansand (Norway), 17 Oct. 2017

Teaching excellence for over 100 yearsUniversity ranked no. 1 in London for TourismNorsk Sentrumsutvikling, Kristiansand (Norway), 17 Oct. 2017

Teaching excellence for over 100 yearsUniversity ranked no. 1 in London for Tourism

Evolution of town & city management

Source: Coca-Stefaniak, J.A. and Carroll, S. (2015), “Traditional or experiential places? Exploring research needs and practitioner challenges in the

management of town centres beyond the economic crisis”, Journal of Urban Regeneration & Renewal, 9(1), pp.38-45.

Social innovation,

smart communities,

third sector

engagement

and digital high

streets



Diverse approaches to place management

Source: Coca-Stefaniak et al (2009), “Evolution of town centre and place management models: a European perspective”, Cities, Vol. 26, Issue 2, pp. 74-80,

http://www.sciencedirect.com/science/article/pii/S0264275108001236

Formal schemes

Public

funding

Private

funding

Cesena

(IT) Granollers (ESP)

Darwen (UK)Business

Improvement

Districts (UK)Lille

(FRA)

Salzburg (AUT)

Terrassa (ESP)

Informal schemes

Ludlow (UK)

Vasterås

(SWE)

Łodz (POL)

St Helens (UK)Swedish TCM

partnerships




Town centre competitiveness

and strategic positioning

Source: Coca-Stefaniak J .A .(2013), Successful town centres – developing effective strategies, London: Gfirst-BIS, http://gala.gre.ac.uk/14927/

specialists

global celebrities

sustainable destinations

Community entrepreneurs


http://gala.gre.ac.uk/14927/


So what takes up most of a

town centre manager’s time?



Source: Coca-Stefaniak, J.A., Plichta, J. and Branka, S. (2015), “Managing town centres and destinations – insights from an international survey of

place management professionals”, 3rd Place Management & Branding Conference, 6th-8th May, Poznan (Poland).


Country

Tourism and Leisure

Evening economy

management

Engaging with visitors

Engaging with local

residents

Czech 23,1% 15,4% 100,0% 84,6%

UK 41,0% 50,8% 54,1% 65,6%

Poland 14,0% 16,3% 76,7% 93,0%

Sweden 71,7% 37,0% 80,4% 87,0%

Responses: “Most of the time “ + “Some of the time”


Source: Coca-Stefaniak, J.A., Plichta, J. and Branka, S. (2015), “Managing town centres and destinations – insights from an international survey of

place management professionals”, 3rd Place Management & Branding Conference, 6th-8th May, Poznan (Poland).


Country

Engaging with local

businesses

Engaging with NGOs and

social enterprises

Events and festivals

Marketing activities

Czech 76,9% 46,2% 100,0% 92,3%

UK 98,4% 57,4% 86,9% 86,9%

Poland 72,1% 65,1% 81,4% 79,1%

Sweden 87,2% 47,8% 82,6% 95,7%


Myth no. 1


Professional place management is

definitely worth its cost (?).

Source: Coca-Stefaniak, J.A. and Carroll, S. (2015), “Traditional or experiential places? – Exploring research needs and practitioner

challenges in the management of town centres beyond the economic crisis”, Journal of Urban Regeneration and Renewal, Vol. 9, No. 1, pp.

38-45, http://gala.gre.ac.uk/13949/



Enter place branding ...



Which approach?


Source: de Noronha, I., Coca-Stefaniak, J.A. and Morrison, A.M. (2017), “Confused branding? An exploratory study of place branding practices

among place management professionals”, Cities, 66, pp.91-98, http://www.sciencedirect.com/science/article/pii/S0264275116305522

Leadership

Strategy

Equal

Partnership

CreativityCITY

BRANDING

Source:

www.placebrands.net



Myth no. 2


Any (place) brand is better than not having

one if you want to attract visitors.

Source: Coca-Stefaniak, J.A. (2014), “Place branding and city centre management – exploring international parallels in research and

practice", Journal of Urban Regeneration and Renewal, Vol. 7, No. 4, pp. 367-373, http://gala.gre.ac.uk/13297/



The visitor economy



How seriously are UK BIDs

taking the visitor economy?


• Total of 133 BID strategies analysed

• 80 BIDs make reference to tourism

• Only 8 BIDs make reference to the visitor

economy

Source: Chaperon, S., Coca-Stefaniak, J.A. and Kennell, J. (2016), Business improvement districts and the visitor economy, London: ATCM-

University of Greenwich, http://gala.gre.ac.uk/14772/1/14772_Coca_Stefaniak_Business_improvement_districts_%28pub_PDF%29_2016.pdf

http://gala.gre.ac.uk/14772/1/14772_Coca_Stefaniak_Business_improvement_districts_(pub_PDF)_2016.pdf

Teaching excellence for over 100 yearsUniversity ranked no. 1 in London for TourismNorsk Sentrumsutvikling, Kristiansand (Norway), 17 Oct. 2017

Source: Chaperon, S., Coca-Stefaniak, J.A. and Kennell, J. (2016), Business improvement districts and the visitor economy, London: ATCM-

University of Greenwich, http://gala.gre.ac.uk/14772/1/14772_Coca_Stefaniak_Business_improvement_districts_%28pub_PDF%29_2016.pdf

0 1 2 3 4 5 6 7

Plymouth Waterfront

Bedford

Weymouth

Solihull

London Bridge

Sunderland

Macclesfield

Abergavenny

The 8 BIDs that mention the visitor economy

http://gala.gre.ac.uk/14772/1/14772_Coca_Stefaniak_Business_improvement_districts_(pub_PDF)_2016.pdf


Myth no. 3


Only big budget place management schemes

can afford to target the visitor economy*.

* The highest proportion of BIDs that mention tourism and/or the visitor

economy are based in Scotland.


Smart Cities

18


Connected cities


Over 20 billion connected devices

world-wide …

... and yet, 95% of the data

collected in London is never used.


Facebook Followers Engagement(E)

A Coruña 22.362 5,714

Barcelona 82.292 9,169

Bilbao 2.388 9,166

MALAGA 120.490 15,652SANTANDER 2.868 20,711

Twitter Followers Engagement

A Coruña 15.888 0,540

Barcelona 1.977 3,785

BILBAO 585 7,649

MALAGA 20.838 1,223

Santander 2.226 5,166

Instagram Followers Engagement

A Coruña 5.552 50,587

BARCELONA 37.456 59,404

BILBAO 245 79,035

Málaga 1.256 -

Santander 1.683 67,708

User engagement with social media

Source: Molinillo, S., Anaya-

Sanchez, R. and Coca-Stefaniak,

J.A. (2016), “Smart interactions? –

An exploratory study of residents’

and visitors’ engagement via social

media with smart destination

brands in Spain”, ITSA

Conference, Greenwich, London.



Myth no. 4


The larger the smart city and the more

global the smart tourism destination, the

more people will engage with its place

brand.

Source: Molinillo, S., Anaya-Sanchez, R. and Coca-Stefaniak, J.A. (2016), “Smart interactions? – An exploratory study of residents’ and visitors’

engagement via social media with smart destination brands in Spain”, ITSA Conference, Greenwich, London.


However …


For 4 million people in the UK, their main

companion all day is a TV set …

Source: Age UK (2014)

and

https://www.campaignto

endloneliness.org/lonelin

ess-research/

https://www.campaigntoendloneliness.org/loneliness-research/


The sharing economy


Source: Paulauskaite, D., Powell, R., Coca-Stefaniak, J.A. and Morrison A.M. (2017), "Living like a local: Authentic tourism experiences and the

sharing economy", International Journal of Tourism Research, http://onlinelibrary.wiley.com/doi/10.1002/jtr.2134/full

http://onlinelibrary.wiley.com/doi/10.1002/jtr.2134/full


Myth no. 5


The sharing economy will deliver authentic

visitor experiences regardless of the type

of tourism destination.

Source: Paulauskaite, D., Powell, R., Coca-Stefaniak, J.A. and Morrison A.M. (2017), "Living like a local: Authentic tourism experiences and the

sharing economy", International Journal of Tourism Research, http://onlinelibrary.wiley.com/doi/10.1002/jtr.2134/full

http://onlinelibrary.wiley.com/doi/10.1002/jtr.2134/full


The challenge for place

management



Hjertelig takk

Dr. Andres Coca-Stefaniak

[email protected]


mailto:[email protected]

place branding, smart cities, the shared economy and … · a coruña 15.888 0,540 barcelona 1.977...

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