docFinal Program 2015 - Università della Valle d`Aosta
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Final Program 2015 - Università della Valle d`Aosta
5th International Colloquium on Place Brand Management: Governance and branding of destinations: Relationships and impacts for successful brands Thursday, September 3rd 13:00 – 14:00 Welcome lunch 14:00 – 14:20 Welcome to the Aosta Valley 14:20 – 14:40 Welcome to the 5th International Colloquium on Place Brand Management: Governance and branding of destinations – Relationships and impacts for successful brands Chiara Mauri, Università della Valle d’Aosta, Aosta, Italy Charles Dennis, Middlesex University, London, UK 14:40 – 16:15 Keynote speech on Place Branding Keith Dinnie, Founder of Brand Horizons, Middlesex University, London, UK 16:15 – 16:30 Coffee break SESSION I The management, marketing and branding of destinations 16:30 – 16:50 The Smart City Brand Index: an attempt of measurement Milena Viassone, University of Turin, Italy Giuseppe Tardivo, University of Turin, Italy Maria Riorda, Amazon, Luxembourg 16:50 – 17:10 An investigation into the internal brand strength of destination brands Ilenia Bregoli, University of Lincoln, UK 17:10 – 17:30 From corporate brand identity to place brand identity: how Calabria travels with Calabrians through Vecchio Amaro del Capo liquor Eleonora Pantano, Middlesex University, UK Constantinos Vasilios Priporas, Middlesex University, UK Charles Dennis, Middlesex University, UK TC Melewar, Middlesex University, UK 17:30 – 17:50 From ski to snow: rethinking package holidays in a winter mountain destination Chiara Mauri, Università della Valle d’Aosta, Italy Lorenzo Turci, Università della Valle d’Aosta, Italy 17:50 – 18:20 Place Brand Management and Voluntary Compliance: ISO approach Stefano Sedda, IAS School, Switzerland Giorgio Chironna, IAS School, Switzerland 20:15 Dinner Bar à fromage - Bellevue Hotel 2 Friday, September 4th SESSION II/A The cultural dimension of places 9:00 – 9:20 Discursive legitimation of place branding – case study of regional level place branding in Eastern Finland Juha Halme, University of Eastern Finland, Finland 9:20 – 9:40 Tourism animation, cultural heritage and experiential learning. A case study in the Aosta Valley Region Teresa Grange, Università della Valle d’Aosta, Italy Francesca Bracci, Università della Valle d’Aosta, Italy Claudia Iorio, Market research consultant, Italy Saverio Favre, Aosta Valley Region, Italy 9:40 – 10:00 Heritage as experience: the case of Greenwich, UK Gayathri Kanagasapathy, Bournemouth University, UK 10:00 – 10:20 An investigation of how viral marketing affects the intention to visit a place Athina Dilmperi, Middlesex University, UK TC Melewar, Middlesex University, UK 10:20 – 10:40 Place brand equity: the mall as a destination Richard Michon, Ryerson University, Canada Jean-Charles Chebat, HEC-Montreal, Canada SESSION II/B Case studies in destination marketing and branding 9:00 – 9:20 Creating local identities. Cultural themes generation: a theoretical proposal and the application to Valle d’Aosta cultural heritage Anna Azzurra Gigante, Università della Valle d’Aosta, Italy 9:20 – 9:40 Place brand architecture optimization: the case of Aosta Valley Lorenzo Turci, Università della Valle d’Aosta, Italy Chiara Mauri, Università della Valle d’Aosta, Italy Carmine Tripodi, Università della Valle d’Aosta, Italy 9:40 – 10:00 Identity processes in place branding – Guggenheim and Helsinki Anne Rindell, Hanken School of Economics, Finland Johanna Gummerus, Hanken School of Economics, Finland 10:00 – 10:20 Evaluation of a country branding project: a longitudinal study Michele Candeloro, Universidade de São Paulo, Brazil Vivian Iara Strehlau, Escola Superior de Propaganda e Marketing, Brazil 10:20 – 10:40 Culture-driven development local processes: the approach of cultural destination management Anna Azzurra Gigante, Università della Valle d’Aosta, Italy 3 10:40 – 11:00 Coffee break SESSION III/A Destination governance 11:00 – 11:20 Representing political argument: an alternative interpretation of place marketing Aram Eisenschitz, Middlesex University, UK 11:20 – 11:40 Stakeholders’ perceptions of a place brand in a small university and festival city – case Pori Raija Järvinen, University of Helsinki, Finland Kati Suomi, University of Turku, Finland 11:40 – 12:00 The analysis of the relationship between destination brand knowledge and customer perceived value: the case of Paris Dimitrios Diamantis, International School of Hotel Management, Switzerland Gabriela Saucedo Longoria, International School of Hotel Management, Switzerland 12:00 – 12:20 The power of local communities in the destination image formation process Isabel LLodrà-Riera, BIT Foundation, Spain Maria Pilar Martinez-Ruiz, University of Castilla-La Mancha, Spain Ana Isabel Jimenez-Zarco, Open University of Catalonia, Spain 12:20 – 12:40 Restoring Thailand tourism: attributes that drive destination loyalty Viriya Taecharungroj, Mahidol University International College, Thailand Praowpan Tansitpong, Mahidol University International College, Thailand 12:40 – 13:00 An investigation on economic resilience of destinations: a focus on internal marketing and destination governance Ilenia Bregoli, University of Lincoln, UK Giacomo Del Chiappa, University of Sassari, Italy Nikolaos Pappas, Leeds Beckett University, UK 4 SESSION III/B 11:00 – 11:20 The management, marketing and branding of destinations Nation branding and the LCM strategy: unveiling the role of country image Cristina Fona, Middlesex University, UK TC Melewar, Middlesex University, UK Charles Dennis, Middlesex University, UK 11:20 – 11:40 Place image vs. destination image: towards an understanding of their attributes and characteristics Barbora Cherifi, Middlesex University, UK Dimitrios Stylidis, Middlesex University, UK 11:40 – 12:00 Word of mouth in communicating sustainability via packaging to differentiate local brands in destination branding Deborah Bowe, University of Huddersfield, UK Len Tiu Wright, University of Huddersfield, UK 12:00 – 12:20 Promising the dream: the changing destination image of Turkey through the effect of Turkish television series Tugra Nazli Akarsu, Middlesex University, UK Pantea Foroudi, Middlesex University, UK Charles Dennis, Middlesex University, UK TC Melewar, Middlesex University, UK 12:20 – 12:40 Targeting leisure and business passengers with unsegmented pricing Marco Alderighi, Università della Valle d’Aosta, Italy Marcella Nicolini, University of Pavia, Italy Claudio Piga, Keele University, UK 12:40 – 13:00 How sustainable is the ‘Nation Brand’ phenomenon? Rula Al-Abdulrazak, University of East London, UK 13:00 Conclusion and greetings 13:30 Lunch 5 International Colloquium on Place Brand Management (ICPBM) Organizing secretariat Segreteria Place Brand Management Strada Cappuccini 2A 11100 Aosta [email protected] fax 0039 0165 306749 2015 Colloquium Director Professor Chiara Mauri Università della Valle d’Aosta – Université de la Vallée d’Aoste Founder and Chair Professor TC Melewar Middlesex University London Directors Professor Charles Dennis Middlesex University London Professor Chiara Mauri Università della Valle d’Aosta – Université de la Vallée d’Aosta 6