STAKEHOLDERS AND FORMATION OF PLACE BRANDING PROCESS
Gela Mamuladze
Batumi Shota Rustaveli State University, Batumi, Georgia
Email: mamuladze.gela@bsu.edu
https://orcid.org/0000-0001-8651-3808
Irine Beridze
Batumi Shota Rustaveli State University, Batumi, Georgia
Email: irina.beridze@bsu.edu.ge
https://orcid.org/0000-0001-5645-8633
ABSTRACT
The present paper evaluates the role of key stakeholders in the process of place branding formation. As its abundance is considered to be one of the challenges in the development of this process. There are analyzed interests, responsibilities and expectations of each stakeholder - government, local people, investors, students and tourists, which must meet requirements such as: partnership, leadership, continuity, shared vision, implementation of strategy-based action.
On the bases of analyzing bibliographic research and empirical materials, it is identified stakeholders’ characteristics, experiences and challenges of existing collaboration between the parties in Ajara. The conducted survey revealed those requirements of stakeholders which are particularly important for the development of the region as a place brand. Based on the opinions of experts, processed theoretical and practical materials, the data obtained as a result of the research were analyzed and found out the role of each stakeholder for the successful formation of place branding process. Accordingly, there were made relevant conclusions and recommendations.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2022 Gela Mamuladze, Irine Beridze
This work is licensed under a Creative Commons Attribution 4.0 International License.