Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination

Kamel Ben Youssef; Martha Friel; Thomas Leicht; Lidia Marongiu

doi:doi:10.11648/j.jim.s.2015040101.18

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Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination

Kamel Ben Youssef, Martha Friel, Thomas Leicht, Lidia Marongiu

Published in Journal of Investment and Management (Volume 4, Issue 1-1)

Received: 23 January 2015 Accepted: 23 January 2015 Published: 29 January 2015

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Abstract

The perceptioning model developed by Bassani et al. (2002, 2007, and 2011) permits to design, launch and develop a strong brand in B2B and B2C markets. In recent years, it has also been used to build wikibrands (Moffit and Dover, 2010) and successful products relying on the high involvement of consumers’ communities in value creation processes. The paper explores how the perceptioning model as a tool for destination branding could also find successful application in other fields such as the tourism sector. After a literature review on place branding and perceptioning, the paper applies this model at a territorial scale by analyzing the case of the region of Liguria in Northwest Italy as a prototype of wikidestination. By relying on a qualitative research design based on interviews and discourse analysis, this paper provides evidence that perceptioning is also a suitable approach for territorial marketing, especially in the case of wikidestinations that are constructed collectively.

Published in	Journal of Investment and Management (Volume 4, Issue 1-1) This article belongs to the Special Issue Attractiveness and Governance of Tourist Destinations
DOI	10.11648/j.jim.s.2015040101.18
Page(s)	58-68
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2015. Published by Science Publishing Group

Keywords

Brand identity, C-to-C online marketing, Perceptioning, Territorial marketing, Wikibrand, Wikidestination

References

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APA Style

Kamel Ben Youssef, Martha Friel, Thomas Leicht, Lidia Marongiu. (2015). Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination. Journal of Investment and Management, 4(1-1), 58-68. https://doi.org/10.11648/j.jim.s.2015040101.18

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ACS Style

Kamel Ben Youssef; Martha Friel; Thomas Leicht; Lidia Marongiu. Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination. J. Invest. Manag. 2015, 4(1-1), 58-68. doi: 10.11648/j.jim.s.2015040101.18

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AMA Style

Kamel Ben Youssef, Martha Friel, Thomas Leicht, Lidia Marongiu. Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination. J Invest Manag. 2015;4(1-1):58-68. doi: 10.11648/j.jim.s.2015040101.18

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@article{10.11648/j.jim.s.2015040101.18,
  author = {Kamel Ben Youssef and Martha Friel and Thomas Leicht and Lidia Marongiu},
  title = {Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination},
  journal = {Journal of Investment and Management},
  volume = {4},
  number = {1-1},
  pages = {58-68},
  doi = {10.11648/j.jim.s.2015040101.18},
  url = {https://doi.org/10.11648/j.jim.s.2015040101.18},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jim.s.2015040101.18},
  abstract = {The perceptioning model developed by Bassani et al. (2002, 2007, and 2011) permits to design, launch and develop a strong brand in B2B and B2C markets. In recent years, it has also been used to build wikibrands (Moffit and Dover, 2010) and successful products relying on the high involvement of consumers’ communities in value creation processes. The paper explores how the perceptioning model as a tool for destination branding could also find successful application in other fields such as the tourism sector. After a literature review on place branding and perceptioning, the paper applies this model at a territorial scale by analyzing the case of the region of Liguria in Northwest Italy as a prototype of wikidestination. By relying on a qualitative research design based on interviews and discourse analysis, this paper provides evidence that perceptioning is also a suitable approach for territorial marketing, especially in the case of wikidestinations that are constructed collectively.},
 year = {2015}
}

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TY  - JOUR
T1  - Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination
AU  - Kamel Ben Youssef
AU  - Martha Friel
AU  - Thomas Leicht
AU  - Lidia Marongiu
Y1  - 2015/01/29
PY  - 2015
N1  - https://doi.org/10.11648/j.jim.s.2015040101.18
DO  - 10.11648/j.jim.s.2015040101.18
T2  - Journal of Investment and Management
JF  - Journal of Investment and Management
JO  - Journal of Investment and Management
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EP  - 68
PB  - Science Publishing Group
SN  - 2328-7721
UR  - https://doi.org/10.11648/j.jim.s.2015040101.18
AB  - The perceptioning model developed by Bassani et al. (2002, 2007, and 2011) permits to design, launch and develop a strong brand in B2B and B2C markets. In recent years, it has also been used to build wikibrands (Moffit and Dover, 2010) and successful products relying on the high involvement of consumers’ communities in value creation processes. The paper explores how the perceptioning model as a tool for destination branding could also find successful application in other fields such as the tourism sector. After a literature review on place branding and perceptioning, the paper applies this model at a territorial scale by analyzing the case of the region of Liguria in Northwest Italy as a prototype of wikidestination. By relying on a qualitative research design based on interviews and discourse analysis, this paper provides evidence that perceptioning is also a suitable approach for territorial marketing, especially in the case of wikidestinations that are constructed collectively.
VL  - 4
IS  - 1-1
ER  -

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Author Information

Kamel Ben Youssef

Department of Management, Université Paris Ouest Nanterre La Défense, Paris, France
Martha Friel

Department of Economics and Law, IULM University, Milan, Italy
Thomas Leicht

Department of Philosophie Information-Communication, Langage, Littérature and Arts du Spectacle, Université Paris Ouest Nanterre, Paris, France
Lidia Marongiu

Studio Giaccardi & Associati – Consulenti di Direzione, Ravenna, Italy

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Plain Text BibTeX RIS

APA Style

Kamel Ben Youssef, Martha Friel, Thomas Leicht, Lidia Marongiu. (2015). Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination. Journal of Investment and Management, 4(1-1), 58-68. https://doi.org/10.11648/j.jim.s.2015040101.18

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ACS Style

Kamel Ben Youssef; Martha Friel; Thomas Leicht; Lidia Marongiu. Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination. J. Invest. Manag. 2015, 4(1-1), 58-68. doi: 10.11648/j.jim.s.2015040101.18

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AMA Style

Kamel Ben Youssef, Martha Friel, Thomas Leicht, Lidia Marongiu. Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination. J Invest Manag. 2015;4(1-1):58-68. doi: 10.11648/j.jim.s.2015040101.18

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@article{10.11648/j.jim.s.2015040101.18,
  author = {Kamel Ben Youssef and Martha Friel and Thomas Leicht and Lidia Marongiu},
  title = {Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination},
  journal = {Journal of Investment and Management},
  volume = {4},
  number = {1-1},
  pages = {58-68},
  doi = {10.11648/j.jim.s.2015040101.18},
  url = {https://doi.org/10.11648/j.jim.s.2015040101.18},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jim.s.2015040101.18},
  abstract = {The perceptioning model developed by Bassani et al. (2002, 2007, and 2011) permits to design, launch and develop a strong brand in B2B and B2C markets. In recent years, it has also been used to build wikibrands (Moffit and Dover, 2010) and successful products relying on the high involvement of consumers’ communities in value creation processes. The paper explores how the perceptioning model as a tool for destination branding could also find successful application in other fields such as the tourism sector. After a literature review on place branding and perceptioning, the paper applies this model at a territorial scale by analyzing the case of the region of Liguria in Northwest Italy as a prototype of wikidestination. By relying on a qualitative research design based on interviews and discourse analysis, this paper provides evidence that perceptioning is also a suitable approach for territorial marketing, especially in the case of wikidestinations that are constructed collectively.},
 year = {2015}
}

Copy | Download

TY  - JOUR
T1  - Perceptioning as a Tool for Destination Branding: The case of Liguria as Wikidestination
AU  - Kamel Ben Youssef
AU  - Martha Friel
AU  - Thomas Leicht
AU  - Lidia Marongiu
Y1  - 2015/01/29
PY  - 2015
N1  - https://doi.org/10.11648/j.jim.s.2015040101.18
DO  - 10.11648/j.jim.s.2015040101.18
T2  - Journal of Investment and Management
JF  - Journal of Investment and Management
JO  - Journal of Investment and Management
SP  - 58
EP  - 68
PB  - Science Publishing Group
SN  - 2328-7721
UR  - https://doi.org/10.11648/j.jim.s.2015040101.18
AB  - The perceptioning model developed by Bassani et al. (2002, 2007, and 2011) permits to design, launch and develop a strong brand in B2B and B2C markets. In recent years, it has also been used to build wikibrands (Moffit and Dover, 2010) and successful products relying on the high involvement of consumers’ communities in value creation processes. The paper explores how the perceptioning model as a tool for destination branding could also find successful application in other fields such as the tourism sector. After a literature review on place branding and perceptioning, the paper applies this model at a territorial scale by analyzing the case of the region of Liguria in Northwest Italy as a prototype of wikidestination. By relying on a qualitative research design based on interviews and discourse analysis, this paper provides evidence that perceptioning is also a suitable approach for territorial marketing, especially in the case of wikidestinations that are constructed collectively.
VL  - 4
IS  - 1-1
ER  -

Copy | Download