STAKEHOLDERS AND FORMATION OF PLACE BRANDING PROCESS

  • Gela Mamuladze
  • Irine Beridze
Keywords: place branding, stakeholders, residents, government, investors, students, tourism

Gela Mamuladze

Batumi Shota Rustaveli State University, Batumi, Georgia

Email: mamuladze.gela@bsu.edu

orcid-og-image4.png https://orcid.org/0000-0001-8651-3808

Irine Beridze

Batumi Shota Rustaveli State University, Batumi, Georgia

Email: irina.beridze@bsu.edu.ge

orcid-og-image4.png 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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Published
2022-06-08