204 Pages
34 B/W Illustrations
by
Routledge
204 Pages
34 B/W Illustrations
by
Routledge
204 Pages
34 B/W Illustrations
by
Routledge
Also available as eBook on:
Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world.
The book compares how the place brand is officially constructed and conveyed by the institutional bodies,... Read more
1. Introduction 2. Decoding online place branding as a multidisciplinary area 3. The present study 4. The online place brand identity of Hong Kong 5. The online place brand image of Hong Kong 6. Closing the gap between identity and image of the Hong Kong online place brand 7. Going beyond the Hong Kong online place brand 8. Moving forward
Biography
Phoenix Lam is Assistant Professor in the Department of English at the Hong Kong Polytechnic University and a member of the Research Centre for Professional Communication in English.
