£136.81

Routledge Online Place Branding: The Case of Hong Kong Book

Name: Routledge Online Place Branding: The Case of Hong Kong Book
Brand: Routledge
Price: 136.81 GBP
Availability: InStock

Call Centre Management

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Description

Explore the complexities of digital identity with Online Place Branding: The Case of Hong Kong. This academic work from Routledge Advances in Management and Business Studies provides a deep look into how global destinations build and maintain their reputations in the digital age. Using an interdisciplinary approach, the text combines language and discourse studies with practical insights from marketing and tourism research. This study focuses on Hong Kong, a premier global destination, to examine the gap between official messaging and public perception. It compares the institutional brand construction found on the official Brand Hong Kong website with the real-world experiences shared by travelers on the TripAdvisor Hong Kong travel forum. This comparison offers valuable perspectives for students, researchers, and professionals interested in how online platforms shape the way the world views major cities.

Key Features

Uses an interdisciplinary framework that integrates language studies, discourse analysis, marketing, and tourism research methods.

Provides a direct comparison between official institutional branding and actual public user experiences found on social platforms.

Analyzes the digital presence of Hong Kong through specific case studies of the Brand Hong Kong website and TripAdvisor forums.

Offers academic insights into how global cities are perceived and constructed through online communication channels.

Part of the Routledge Advances in Management and Business Studies series for professional and academic use.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 0367000342
Category: Books > Subjects > Business, Finance & Law > Management > Call Centre Management
Domain: Amazon UK
Release Date: 29 December 2020
Listed Since: 05 December 2019

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Routledge Online Place Branding: The Case of Hong Kong Book

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