Place Branding in the Age of the New Normal:
Currently, rural areas have structural problems. Place branding, which leverages the nonresident population, is attracting attention as a solution to these problems. However, the COVID-19 pandemic has prevented this policy from being implemented. In this paper, we consider place branding in the coronavirus crisis from the following three perspectives. (1) Strategies for acquiring a nonresident population during the coronavirus crisis. (2) Development of an alternative market to replace the nonresident population. (3) Possibility of place branding other than through acquisition of a nonresident population. Place branding in the coronavirus crisis requires consideration from a long-term perspective of solving structural problems and a short-term perspective of responding to the particular situation of the coronavirus crisis..
| Medienart: |
E-Artikel |
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| Erscheinungsjahr: |
2021 |
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| Erschienen: |
2021 |
| Enthalten in: |
Zur Gesamtaufnahme - volume:41 |
|---|---|
| Enthalten in: |
Maketingu Janaru - 41(2021), 1, Seite 29-40 |
| Sprache: |
Japanisch |
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| Beteiligte Personen: |
Tetsu Kobayashi [VerfasserIn] |
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| Links: |
doi.org [kostenfrei] |
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| Themen: |
Electronic commerce |
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| doi: |
10.7222/marketing.2021.030 |
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| funding: |
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| Förderinstitution / Projekttitel: |
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| PPN (Katalog-ID): |
DOAJ001139428 |
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| 520 | |a Currently, rural areas have structural problems. Place branding, which leverages the nonresident population, is attracting attention as a solution to these problems. However, the COVID-19 pandemic has prevented this policy from being implemented. In this paper, we consider place branding in the coronavirus crisis from the following three perspectives. (1) Strategies for acquiring a nonresident population during the coronavirus crisis. (2) Development of an alternative market to replace the nonresident population. (3) Possibility of place branding other than through acquisition of a nonresident population. Place branding in the coronavirus crisis requires consideration from a long-term perspective of solving structural problems and a short-term perspective of responding to the particular situation of the coronavirus crisis. | ||
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