Opportunities and challenges of cross-border place branding: The case of EUREGIO

Furtmair, Sebastian (2014) Opportunities and challenges of cross-border place branding: The case of EUREGIO.

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Abstract:Cross-border regions are often seen as peripheral and low developed. To attract new residents, firms and tourists many cross-border regions engage in cross-border cooperation to overcome the faced challenges. Henceforth, cross-border place branding gains more and more popularity across Europe’s cross-border regions and its stakeholders. This thesis deals with the challenges and opportunities of cross-border place branding for cross-border regions and its touristic stakeholders and how the challenges can be overcome. Theoretical concepts of place branding are explored to develop a concept of cross-border place branding. For this concept theoretical insights of regional geography and border studies are used as well. Especially the concept of regional identity is identified as an important factor for cross-border place branding initiatives. On the basis of the cases Vierländerregion Bodensee, Via-Claudia Augusta and Fehmarnbelt it is argued that a successful place brand needs to fulfill certain preconditions. Furthermore, these cases are used to identify opportunities and challenges for touristic stakeholders in a cross-border place branding initiative. Finally, this thesis uses the developed cross-border place branding concept and the identified preconditions, challenges and opportunities to analyze the potentials for a cross-border place brand in the EUREGIO region. This analysis is also based on open-ended expert interviews with important touristic stakeholders in the EUREGIO region. This thesis proposes a slow approach towards crossborder place branding with a focus on internal marketing and regional identity.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 74 (human) geography, cartography, town and country planning, demography, 76 recreation, leisure, 88 social and public administration
Programme:European Studies MSc (69303)
Link to this item:http://purl.utwente.nl/essays/65581
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