Place branding for sustainable development: The role of tourism in sustainable place branding strategies

This chapter focuses on sustainable place branding and the contribution of tourism to such efforts. Using as its point of departure a theoretical discussion of stakeholder interests and strategic choices in relation to place-making and place representation, the chapter addresses the possibilities and dilemmas that characterize sustainable place branding with a focus on the role played by the tourism sector. Using the Danish city of Aalborg as an empirical case, the chapter identifies both the synergies and divisions that typify cross-sector cooperation on sustainable place branding when trying to reconcile commercial and altruistic interests. The findings show that close integration between place-making and place-telling efforts is highly challenging, due to their general lack of visibility to tourist markets and the often low differentiation potential that sustainability measures offer to tourism firms. This results in such firms being hesitant to promote themselves as green and to utilize broad-based sustainable place brands developed to accommodate the needs of various different stakeholders.