Book Title

Online Place Branding: The Case of Hong Kong

Author

Phoenix Lam (Department of English)

Publisher

Routledge

Year of Publication

2020

ISBN

9780367000349

Introduction

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 and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.

Content

1. Introduction
2. Decoding online place branding as a multidisciplinary area
3. The present study
4. The online place brand identity of Hong Kong
5. The online place brand image of Hong Kong
6. Closing the gap between identity and image of the Hong Kong online place brand
7. Going beyond the Hong Kong online place brand
8. Moving forward

* Owners of respective book covers are credited. Book covers are for reference only. FH is unable to accept responsibility of any inaccurate information.