Place marketing and rural municipalities in northern Sweden: A content analysis of municipal homepages

• Main Authors: Rauhut Kompaniets, Olga, Rauhut, Daniel
• Format: Article in Journal/Newspaper
• Language: English
• Published: Moscow State University of Economics, Statistics and Informatics (MESI), Moscow, Russia 2013
• Subjects: place marketing; rural towns; target audience; unique selling point; Business Administration; Företagsekonomi; Northern Sweden
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-46150

The place marketing concept is one of the most popular concepts used in the analysis and promotion of countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most studies on place marketing focus on unique selling points and thus on brands of already extensively ‘marketed’ countries, national capitals and other large metropolitan areas, while the rural towns that need more marketing attention, given their need to overcome their lack of material and non-material resources, are often ignored. This is based on the idea of the promotion to target markets of the unique selling points of the town in question. This paper aims to discuss the extent to which the place marketing concept can be viewed as an essential tool in the effective promotion of 75 rural towns in the seven northernmost regions of Sweden. The paper outlines the reasons why rural towns in Northern Sweden should use place marketing. The article also highlights the basic features of the place marketing concept and its key elements for rural towns as well as describing the target audience for rural towns while identifying their specific needs and wants.