Towards a theoretical framework on sensorial place brand identity

What is it about?

We present a conceptual model that can help place managers brand their destinations in a way that attracts visitors and residents across all of their senses. This is important because branding otherwise usually focuses mostly on the visual senses. Our model considers not only the role of place managers such as Destination Marketing Organisations (DMOs) in this process, but also key stakeholders such as local businesses, and the role played by key influencers such as social media. The paper also gives a range of examples showing how a sensory branding approach that considers the entire experience of a place user across a range of points of contact can be much stronger than when focusing solely on the visual aspects of a place.

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