Abstract

The article summarizes the arguments and counterarguments in the scientific discussion on place marketing. The study’s main purpose is to understand the nature and features of existing research on marketing areas to determine the direction of future research for both scientists and practitioners. Systematization of literature sources and approaches to solving the problem of marketing areas suggests that many studies in this area require a synthesis of existing research. The urgency of solving this scientific problem is that although the use of marketing in public administration has intensified in recent years, there are many problems in this area. The research of place marketing was carried out in the following logical sequence: determination of the impact of the authors, journals, and articles on territorial marketing, keyword analysis, identification of marketing clusters, visualization of scientific literature on place marketing. The study covers 1970-2021. The research object is 1611 relevant publications published in various scientific sources. The most influential journals were found to be the Journal of Business Research, Tourism Management and Marketing Theory. The most cited authors were Kavaratzis M. and Warnaby G. Most of the articles have been published by researchers from the USA, England, Italy, Canada, the Netherlands, Germany, Australia, and France. Eight key clusters were identified in the marketing of territories: politics, tourism, model, identity, place branding, residents, framework, city brand. In the last five years, most research has been devoted to placing brands, destination marketing, geographies, politics, culture, place branding, identity, tourism, involvement, governance, impact, smart city, loyalty, community. Areas of future research could include destination brand, technology, regeneration, legitimacy, experiences, word-of-mouth, attitude, reflections, memory, inequity of cities, inclusive place branding, brand equity, place attachment, place identity, and others. It is also recommended to focus on city-twinning, sister city, municipal cooperation. The study results could be helpful for companies involved in developing the brand of territories, local authorities for the development of place marketing, and scientists researching place marketing.

Keywords: bibliometric analysis, marketing management, marketing tools, place marketing, place branding, small and medium enterprises, territorial marketing, tourism infrastructure, partnership for sustainable development, city branding.

JEL Classification: М30, М31, М39.

Cite as: Khomenko, L., Rosokhata, A., & Jasnikowski, A. (2021). Analysis of territories marketing activities among small and medium business: a bibliometric analysis. Marketing and Management of Innovations, 4, 184-195. https://doi.org/10.21272/mmi.2021.4-14

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Bastug, S., Sakar, G. D., & Gülmez, S. (2020). An application of brand personality dimensions to container ports: A place branding perspective. Journal of Transport Geography, 82, 102552. [Google Scholar] [CrossRef]
2. Bilan, Y., Vasilyeva, T., Kryklii, O., & Shilimbetova, G. (2019). The creative industry as a factor in the development of the economy: dissemination of European experience in the countries with economies in transition. Creativity Studies, 12(1), 75-101. [Google Scholar] [CrossRef]
3. Bondarenko, A. F., Syhyda, L. O., Saher, L. Y., & Zakharkina, L. S. (2020). The economic and marketing attractiveness of countries: Measurement and positioning in terms of economic security. International Journal of Sustainable Development and Planning, 15(4), 439-449. [Google Scholar] [CrossRef]
4. Campelo, A., Aitken, R., & Gnoth, J. (2014). Sense of Place: The Importance for Destination Branding. Journal of Travel Research, 53 (2) , pp.154-166. [CrossRef]
5. Cassinger, C., Gyimothy, S., & Lucarelli, A. (2021). 20 Years of Nordic Place Branding Research: A Review and Future Research Agenda. Scandinavian Journal of Hospitality and Tourism, 21(1), 102-110. [Google Scholar] [CrossRef]
6. Chan, C. S., & Marafa, L. M. (2018). Branding Places and Tourist Destinations: A Conceptualisation and Review. The Branding of Tourist Destinations: Theoretical and Empirical Insights, 15. [oogle Scholar] [CrossRef]
7. Chygryn, O., Pimonenko, T., Bilan, S., & Starchenko, L. (2019). Digital marketing for green goods promotion: modern trends in entrepreneurship. The impact of Industry 4.0 on the level of shadow employment. International Scientific Conference on The Impact of Industry 4.0 on Job Creation Location: ‏Trencianske Teplice, Slovakia Date: ‏ NOV 21, 2019, 160-166. [Google Scholar]
8. Cleave, E., & Arku, G. (2017). Putting a number on place: a systematic review of place branding influence. Journal of place management and development, 10 (5), 425-446. [Google Scholar][CrossRef]
9. Eletxigerra, A., Barrutia, J. M., & Echebarria, C. (2018). Place marketing examined through a service-dominant logic lens: A review. Journal of Destination Marketing & Management, 9, 72-84. [Google Scholar] [CrossRef]
10. Gibson, C., & Davidson, D. (2004). Tamworth, Australia’s ‘country music capital’: place marketing, rurality, and resident reactions. Journal of Rural Studies, 20(4), 387-404. [Google Scholar][CrossRef]
11. Hanna, S., Rowley, J., & Keegan, B. (2021). Place and destination branding: A review and conceptual mapping of the domain. European Management Review, 18(2), 105-117. [Google Scholar] [CrossRef]
12. Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of business research, 59(5), 638-642. [Google Scholar] [CrossRef]
13. Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69-86. [Google Scholar] [CrossRef]
14. Kavaratzis, M., & Kalandides, A. (2015). Rethinking the place brand: the interactive formation of place brands and the role of participatory place branding. Environment and Planning A, 47(6), 1368-1382. [Google Scholar] [CrossRef]
15. Khomenko, L., Saher, L., & Polcyn, J. (2020). Analysis of the marketing activities in the blood service: bibliometric analysis. Health Economics and Management Review, (1), 21. [Google Scholar] [CrossRef]
16. Khomenko, L. M., Saher, L. Y., & Letunovska, N. Y. (2021). Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects. E3S Web of Conferences. [Google Scholar]
17. Kiralova, A. (1995). Marketing of the tourist place of destination. Economic casopis, 43 (6), 516-529.
18. Liubchak, V. V., Khomenko, L. M., Kovalishyn, M. P., Ilyina, V. V., Babar, T. V., Sikora, V. V., Simonova, O.,V. (2021). New Marketing Tools in the Blood Service to Optimize Quality Management. Wiadomości Lekarskie, 9(74), 2192-2196. [Google Scholar]
19. Lyulyov, O., Pimonenko, T., Bilan, Yu., & Lyeonov, S. (2019). Brand management and macroeconomic stability of the country. Polish Journal of Management Studies, 19 (2), 61-74. [CrossRef]
20. Madsen, H. (1992). Place‐marketing in Liverpool: a review. International Journal of Urban and Regional Research, 16(4), 633-640. [Google Scholar] [CrossRef]
21. Metaxas, T. (2009). Place marketing, strategic planning and competitiveness: The case of Malta. European Planning Studies, 17(9), 1357-1378. [Google Scholar] [CrossRef]
22. Metaxas, T., & Deffner, A. (2015). Using Critical Path Analysis (Cpa) in Place Marketing Process: a Methodological Approach in the Case of Rostock, Germany. European Spatial Research and Policy, 22(1), 135-151. [Google Scholar]
23. Rahmanov, F., Aliyeva, R., Rosokhata, A., & Letunovska, N. (2020). Tourism Management in Azerbaijan Under Sustainable Development: Impact of COVID-19. Marketing and Management of Innovations, 3, 195-207. [Google Scholar] [CrossRef]
24. Rosokhata, A., Minchenko, M., Khomenko, L., & Chygryn, O. (2021). Renewable energy: a bibliometric analysis. In E3S Web of Conferences (Vol. 250, p. 03002). EDP Sciences. [Google Scholar] [CrossRef]
25. Selby, M., & Nigel, J. Morgan. 1996. Reconstruing place image: A case study of its role in destination market research. Tourism Management, 17(4), 287-294. [Google Scholar] [CrossRef]
26. Starchenko, L., Lyeonov, S., Vasylieva, T., Pimonenko, T., & Lyulyov, O. (2021). Environmental management and green brand for sustainable entrepreneurship. In E3S Web of Conferences(Vol. 234, p. 00015). EDP Sciences. [CrossRef]
27. Tsai, S. P. (2012). Place attachment and tourism marketing: Investigating international tourists in Singapore. International Journal of Tourism Research, 14(2), 139-152. [Google Scholar][CrossRef]
28. Us, Y. O., Bilan, S., Pimonenko, T. V., Seliga, R., & Ostasz, G. (2020). Green brand for sustainable business: bibliometric analysis. IBIMA Conference. [Google Scholar]
29. Van Ham, P. (2008). Place branding: The state of the art. The Annals of the American Academy of Political and Social Science, 616(1), 126-149. [Google Scholar] [CrossRef]
30. Warnaby, G., & Medway, D. (2013). What about the ‘place’in place marketing?. Marketing Theory, 13(3), 345-363. [Google Scholar] [CrossRef]
31. Zenker, S., Braun, E., & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors. Tourism Management, 58, 15-27. [Google Scholar] [CrossRef]