Congrats to our Dr Phoenix Lam for her first book! This book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research.
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 and perceived by individuals worldwide, as realised on the TripAdvisor Hong Kong travel forum online.
The book also includes a comparative analysis between Singapore and Hong Kong to better understand online place branding and findings from the comparative study. Suggestions are given on how to bridge the gap between the online representation and perception of a place brand and enhance online place branding in general.
More details: click here
About Dr Phoenix Lam: click here
