Marketing the Hanse experience : Hanseatic cultural heritage in the marketing of German towns
Keywords
Loading...
Authors
Issue Date
2014-06
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
Hanzesteden Marketing, part of MarketingOost located in Zwolle, conduct a joint
placemarketing operation for the Hanseatic towns along the IJssel: Hasselt, Kampen, Zwolle,
Hattem, Deventer, Zutphen and Doesburg. These places are offered as a package,
advertising their shared Hanseatic past and atmosphere, or a Hanseatic formula. The
assumption in this research is that the concept of the Hanse, is more established and animate
in German society, as Germany is its place of origin.
This research sets out to get a clearer view on the role of Hanseatic heritage in the
marketing of German cities, and the perception of the Hanse in Germany. The methodology
incorporates a qualitative case study using semi-structured in-depth interviews with a
strategic sampling of experts in both placemarketing and historical background. Additional
methods that were used are short interviews with respondents on location who interact with
historic heritage, observational methods, and analysis of documents such as promotional
materials
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen