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| Title | Computational Approaches To Place Branding: A Call For A Theory-Driven Research Agenda |
|---|---|
| ID_Doc | 15376 |
| Authors | Sevin E. |
| Year | 2021 |
| Published | A Research Agenda for Place Branding |
| DOI | http://dx.doi.org/10.4337/9781839102851.00010 |
| Abstract | The chapter proposes a research agenda for computational approaches in place branding by highlighting two different domains of future research: changes in practice and changes in the availability of data/analysis methods for researchers. First, computational approaches have been adopted by the practice as we have indeed welcomed algorithm-based thinking to place development through the concept of smart-cities and destinations. As a practice-driven field, scholars of place branding should incorporate those changes into their research agenda. Second, scholars themselves have access to larger and diverse datasets on individual attitudes and behaviors. These new datasets can be incorporated into research agendas either to replace traditional data gathering methods or to search for previously undiscovered patterns across datasets. The chapter concludes with a caution: a large dataset is not a substitute for a sound theoretical framework, therefore computational approaches should be led by theory and not vice versa. © Dominic Medway, Gary Warnaby and John Byrom 2021. |
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