Globetrotters And Brands: Cities In An Emerging Communicative Space
This chapter presents and discusses a new communicative space in which contemporary cities exists. The outset of such a space is the result of two interrelated developments. First international tourism has become a viable source of income for cities causing them to compete with each other for potential visitors. As a result cities have widely embraced the practice of city branding for promoting themselves as touristic destinations. Second the rise of social media use in such branding projects brought cities closer to their target audiences-at least in terms of communication. The new communicative space concept therefore explains a situation in which target audiences including residents and potential visitors interact with each other and contribute to the establishment of the reputation of a city or its brand. © Springer International Publishing Switzerland 2017.