Robert Govers

Robert Govers
International Place Branding Association

PhD

About

53
Publications
48,853
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3,015
Citations
Introduction
Additional affiliations
September 2003 - September 2012
KU Leuven
Position
  • Professor (Associate)
September 2001 - September 2003
Education
November 2000 - November 2005
Rotterdam School of Management
Field of study
  • Marketing

Publications

Publications (53)
Article
Full-text available
Many authors in this journal and commentators elsewhere have repeatedly claimed the relative insignificance of logos and slogans in place branding. Yet, many practitioners and policymakers continue to spend time, money and effort on them. Maybe there are good reasons why logos and slogans are popular and some of these arguments will be addressed in...
Article
Full-text available
As this is the author 's first editorial as board member for this journal, it felt like an obvious duty to respond to Anholt's (2010a) open invitation to the journal ' s community to contribute to the discussion about the definition of the field. As a trained marketer, the author is hoping to contribute some valid arguments about why and how the fi...
Chapter
This chapter discusses the impact technology and the internet have had on the reputations of places, how online tools are used in place branding and what the future might look like. The discussion is interspersed with case studies such as Queensland’s Best Job in the World campaign, the @Sweden Twitter rotation account, the Province of Limburg, Net...
Article
[[Purpose]] The purpose of this paper is to propose an initial, exploratory and tentative theoretical construct related to the current consumption of landscape as a key symbolic and physical element in territorial representation and evocation, and for the deployment of place branding strategy. It constructs a line of argument to support what shall...
Book
Full-text available
Americans are loud. Amsterdam equals sex, drugs, and rock & roll. Mexicans are lazy and Germans are boring, but punctual. Paris is romantic, Wuhan infectious, Ukrainians heroic, and New Zealand untouched. This is the way people around the world think about cities, regions and countries and the communities that live there; through cliches and stereo...
Article
https://link.springer.com/article/10.1057/s41254-017-0061-y
Article
Full-text available
The title of this editorial is slightly misleading as nothing much in the nature of celebration has occurred since the journal moved into its 11th volume, but we did not want to let this anniversary pass without any reflection. We thought it about time to look at its progress in terms of online circulation, since Simon Anholt successfully launched...
Chapter
This chapter describes the exciting opportunities and the challenges that e-marketing offers to support your destination’s competitive identity. After reading this chapter you will have a basic understanding of the concepts of place and destination brand, brand equity and brand gaps. It gives you ideas and examples of how to research and measure th...
Article
The aim of this study is to create an understanding of how social media affect customer loyalty to tour operators by applying a relational benefits approach, hence contributing to the disintermediation versus re-intermediation debate. The study asked customers that have liked or placed comments on tour operators’ Facebook pages what they are hoping...
Chapter
In 2009, in order to understand the paradoxes, find answers to place brand puzzles and search for a paradigm, we embarked on a journey together with a set of contributors. They gracefully accepted our invitation to explore how “disruptive innovation”, reputation and sustainability are likely to cause both the deconstruction and the construction of...
Book
Full-text available
The International Place Branding Yearbook 2012: Managing Smart Growth and Sustainability is the third annual volume in the Yearbook series and looks at the case for applying brand and marketing strategies to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in global, nationa...
Article
Full-text available
Dubai is probably one of the best known examples of a city brand that has established itself in a very short period of time while riding the waves of globalization. This has resulted in a schizophrenic image among the global audience combining Middle-Eastern stereotypes with images of a modern, rich, glamorous metropolis. However, while the image o...
Book
Full-text available
The second annual volume of the International Place Branding Yearbook; this collection looks at the case for applying brand and marketing strategies and to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets.
Chapter
Place branding is concerned with managing the reputation of cities, states, regions and nations. More specifically, it intends to build name awareness; a distinctive, believable, authentic, meaningful, memorable and co-created image; as well as loyalty among (potential) tourists, investors, traders, expatriates and the like. In addition, Govers and...
Chapter
In 1993 Mr Boutros Boutros Ghali, at the time Secretary-General of the United Nations, stated that ‘The Hague is the legal capital of the world’. The question is whether this free publicity and strategic advice has been built upon in the meantime. This chapter reports on a study that was conducted in order to identify which actions need to be taken...
Chapter
This chapter examines how the city of The Hague can strengthen its recently launched branding as “International City of Peace and Justice” by asking the question whether a network model of public diplomacy, place branding and hospitality actors leads to a strengthened brand of the city of The Hague by attracting and benefiting of the image effects...
Book
Full-text available
The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets. E...
Chapter
In our book Place Branding (2009), we argue that successful place branding requires the bridging of three gaps. First, the strategy gap – that is, the projected place image (sponsored and mediated marketing communications) and product offering that need to be aligned with the place identity. If they are not, the place brand is at risk of being cont...
Chapter
Tourism represents a promising service sector that could significantly support the development of African economies. African governments targeting foreign tourists are firmly supported by international organizations. The United Nations, for example, has identified the tourist sector as a means in the “war on poverty” and will contribute towards ach...
Article
Purpose – The purpose of this paper is to examine the marketing developments since 1992 at the interface of information and communication technology (ICT) from a marketing channel and consumer perspective. Design/methodology/approach – The research method used was a review of contemporary literature in the field of ICT with particular emphasis on t...
Chapter
This chapter proposes that rapid tourist growth has begun to interfere with the holiday plans of customers, causing them to reject many intensive destinations. In the face of deteriorating environmental conditions, how can the world’s largest tour operator, TUI Travel plc, apply packaged tour innovations to create memorable customer experiences in...
Book
Full-text available
How will places continue to compete for the attention of potential investors, migrant workers, traders, students or tourists in an overcrowded, globalised and increasingly online market? This book provides a new perspective on the subject of Place Branding. In particular, it capitalizes on gaps across the virtual and physical global economy and bui...
Chapter
Brussels is currently facing an identity crisis, which can only partly be explained by the fact that the old national narrative –telling Brussels as the capital of Belgium- is fading away. Due to the lack of both coherence and cooperation among all the different European, Belgian and local institutional stakeholders, the new narration strategies of...
Article
Like mushrooms, conference and meeting facilities have sprouted across the world and Asia. Why? Conferences and meetings are a function of a societal need to exchange ideas. More and improved telecommunications has changed the basis for meetings and conferences, i.e., personal development and/or development of the organisation. Statistics on the nu...
Article
Full-text available
The ‘usual environment’ is a central concept in the UNWTO’s definition of tourism. Many countries apply rule-of-thumb distance measures to delineate its boundaries, which is rather problematic, because theoretically, the ‘usual environment’ consists of a selection of places, rather than one space with come concentric boundary. The concept becomes e...
Article
Full-text available
This paper explores whether websites that offer a global audience virtual access to watering holes in game parks afford African nations opportunities to diminish their international isolation as tourism destinations. The present analysis examines a sample of almost 450 tourism websites representing Rwanda, Uganda and Mozambique. Two aspects are stu...
Article
This study utilized enabling internet and computerized content analysis technologies to measure destination image from a phenomenographic post-positivist perspective. In an online survey, respondents were asked to describe their image of one of seven case study destinations that they had never visited before, in a narrative format. The large amount...
Article
Full-text available
This article examines the role of tourism promotion as a component of destination image formation. It reports the findings of a study in which 1,100 respondents from around the globe described their previsit perceived image of seven sample destinations, as well as the information sources they used. The findings suggest that tourism promotion does n...
Conference Paper
This paper provides a chronological overview of some influential writings on the impact of information and communication technology on marketing. Particularly the Internet and developments in e-marketing are considered. The paper identifies that processes of disintermediation and a loss of social interaction and personal trust - e-marketing related...
Conference Paper
Full-text available
Many research studies have addressed resident perceptions in tourism. Most of these studies focus on the economic, social and cultural impacts of tourism or the perceptions and attitudes of residents towards tourism development. In contrast, this study examines whether, and to what extent residents’ perceptions on the cultural identity of a region...
Article
Full-text available
This study analyzes how destination identity is projected through the use of photographic imagery and narratives in an online environment in the context of marketing a fast growing tourist destina- tion such as Dubai. Twenty Dubai-based websites, covering various sectors of the industry, were content analyzed in terms of the photographic material a...
Conference Paper
Full-text available
Pictures and text are basically the two elements that drive marketing promotion. That notion is not new to tourism research. What is new is the study of these two elements in an online environment. Content analysis of online pictures and text can provide a clear idea of the destination images that tourism websites are projecting. In this research s...
Article
Full-text available
The nature of tourism as a hedonic product, demands that narratives, which project destination images, represent the richness of tourism experiences and reflect multisensory, fantasy and emotional cues. Only a strong representation of the real identity of place and how it can be experienced, will build the perceived destination images that lead to...
Article
As the global increasingly informs the local, ideas like the 'nation state' are deconstructed. In its wake, the reconceptualisation of the traditional tourism destination and its image seems to be unavoidable. The following paper examines the deconstruction of the tourism destination image model from a space of representation to the space of genera...
Article
The substantial increases in the volume of tourist information available as a consequence of rapid technological change, globalization, and the blurring boundaries of competition are the main reasons that both consumers and destinations face complexity. These forces combined have caused a process that is ``reengineering'' the tourism industry. Part...
Article
Full-text available
This paper diverges slightly from the existing research stream and examines how industry specific hospitality information technology can be integrated into a hotel school's IT-infrastructure, creating a live learning environment where systems are not just used in "standalone" training sessions, but also in operations where students can get "real" h...
Article
Full-text available
The substantial increases in the volume of tourist information available as a consequence of rapid technological change, globalization, and the blurring boundaries of competition are the main reasons that both consumers and destinations face complexity. These forces combined have caused a process that is ``reengineering'' the tourism industry. Part...
Article
Maintaining and improving high quality supply in Europe is fundamental to keeping Europe's leading position as a destination in world tourism, to meeting the challenges of competitors and to increasing its market share. The paper presents the results of eight best practice case studies of different destinations in four European countries, which wer...
Chapter
Travel and tourism is by now generally perceived to be the market with the biggest online potential for e-commerce. The success of major online travel agents and the growth numbers in online tourist expenditure are proof of that. As this was also recognised by the Flemish government, a research study into the effectiveness of the online communicati...
Chapter
A survey was conducted amongst different types of consumers to measure the marketing effectiveness of the Dutch domestic tourism organisation, The Stichting Toerisme en Recreatie AVN. Specifically the purpose of the present study is to investigate how the AVN might improve its ability to manage consumer expectations and determine which attributes t...
Chapter
The global development of recreation has lead to global brands and standardised products. Standardised recreation products neither capitalise on the uniqueness of place, nor the ‘mass-customisation’ market trend. This paper analyses the peculiarities of the recreation and tourism sector. It suggests the value- chain/network approach as a means of r...
Article
Full-text available
Het opdoemend netwerk van mondiale hubs en stromen van geld, media, technologie en migratie, hebben geleid tot een algemene bewustwording rond oplopende spanningen tussen mondiale en locale identiteiten en imago’s. Dubai, het onderzoeksdecor van dit proefschrift, is een goed voorbeeld. Met internet en mobiele technologie bestaat het creëren van bes...

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Project (1)
Project
The proposed paper aims to situate landscape consumption within the context of place branding strategies, understood as one of the most current economies of signs and spaces. To this end, the paper proposes, via an extensive review of the literature related to visual landscape and place branding, a tentative approach towards a landscape infused place branding theory. Within this framework of symbolic place consumption, the paper provides some preliminary evidence on the important role played by visual landscape and its capacity for symbolic evocation in the projection and imageability of dreamed (a priori) and/or experienced (in situ) geographies.