Abstract
Purpose:
This paper systematically reviews place branding and place identity literature to identify relevant trends for successful place management. It also aims to provide concrete support to cities, regions, or rural areas in developing their identity and enhancing their attractiveness for tourists and residents.
Methodology:
In this study, a descriptive, systematic literature review is conducted on place branding and place identity literature spanning from 2010 to 2023. In addition, Natural Language Processing (NLP) techniques are applied to analyze the text of the selected articles and quantitatively support the findings from the qualitative review.
Findings:
This study reveals that the majority of contributions adopt qualitative methodologies and often pertain to specific locations. It also highlights a lack of transparency in the chosen methodological approaches and limited theoretical foundations. At the same time, the study identifies six trends within the reviewed literature and presents practical recommendations for locations.
Originality:
This literature review extends beyond a mere theoretical and methodological assessment, offering concrete support for the planning and evaluation of place development initiatives. Drawing from over 100 papers, it synthesizes crucial to bolster the sustainable development of places encompassing both urban and rural contexts. These findings are substantiated through the application of quantitative text analysis techniques.