The differential effect of various stakeholder groups in place marketing
研究分析了不同利益相关者群体参与地方营销对品牌内容和政策领域的影响，发现居民和公共管理者影响空间规划，而企业影响旅游休闲政策。
This article analyses whether involving various stakeholder groups in place marketing has effects on the content of place brands, and on how place marketing influences other policy fields, i.e. spatial planning and tourism/leisure policies. The research applies structural equation modelling to nationwide surveys in the Netherlands and Germany among professionals in place marketing ( N = 444). The study shows that different stakeholder groups have a varied influence; involving residents and public managers increases the influence of place marketing on spatial planning policies, whereas involving businesses increases influence on tourism/leisure policies. Other studies have shown varying influence of stakeholder groups in cases, but not in quantitative studies. The research also addresses the mechanisms at play in Germany and the Netherlands, showing mainly commonalities.