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Online Place Branding by Phoenix Lam
Online Place Branding by Phoenix Lam
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Online Place Branding

The Case of Hong Kong
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Description

Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world. The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.

Author Biography:

Phoenix Lam is Assistant Professor in the Department of English at the Hong Kong Polytechnic University and a member of the Research Centre for Professional Communication in English.
Release date Australia
June 30th, 2022
Author
Audience
  • Tertiary Education (US: College)
Illustrations
40 Tables, black and white; 34 Halftones, black and white; 34 Illustrations, black and white
Pages
204
ISBN-13
9780367695798
Product ID
35693066

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