NZx: the essence of a place
Morena
Where does the the essence of of place fit into the future of New Zealand tourism?
Essence of place refers to the emotive bonds and attachments people develop or experience in particular locations and environments, at scales ranging from the home to the nation. Sense of place is also used to describe the distinctiveness or unique character of particular localities and regions.
There has been considerable academic research into the role essence of a place plays in tourism – particularly branding of a destination. In New Zealand researchers at the University of Otago found “understanding sense of place, and positioning the people of the place at the centre of a branding strategy” is the most effective form of developing and enhancing a destination brand.
As Jonathan Tourtellot notes an essence of a place is more than just another term for geographical character. Sense of place can stir the soul, inspiring song, art, literature, and passionate allegiance – surely every marketers dream!
The takeaway message is that place attributes, and how they are communicated and understood, have become integral to tourism. This will be increasingly important as the multitude of destinations compete in a post-COVID world.
How well does your destination differentiate from others pushing the essence of their place – both real and imagined?
Ka kite ano
