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Online Place Branding: The Case of Hong Kong
By Phoenix Lam
eBook
$59.99
By Phoenix Lam
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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 ...