Place Branding in the Age of the New Normal:

Abstract

Currently, rural areas have structural problems. Place branding, which leverages the nonresident population, is attracting attention as a solution to these problems. However, the COVID-19 pandemic has prevented this policy from being implemented. In this paper, we consider place branding in the coronavirus crisis from the following three perspectives. (1) Strategies for acquiring a nonresident population during the coronavirus crisis. (2) Development of an alternative market to replace the nonresident population. (3) Possibility of place branding other than through acquisition of a nonresident population. Place branding in the coronavirus crisis requires consideration from a long-term perspective of solving structural problems and a short-term perspective of responding to the particular situation of the coronavirus crisis.

Keywords

• place branding
• place marketing
• regional management model
• electronic commerce
• micro-tourism
• ethical consumption