The 2017 Symposium

First of all, here is where you will find a little more detail on the 2017 4th Symposium Reflections. You can also read the full 2017 Proceedings of the 4th Corfu Symposium on Managing & Marketing Places. 

 2017 2

Corfu Symposium 2017 from Ian Southerin on Vimeo.

The 4th Corfu Symposium on Managing & Marketing Places took place 24-27 April 2017 at the Mayor Mon Repos Palace Art Hotel. The Institute of Place Management (IPM) now organises the Symposium, and has once again provided formal accreditation for the event. The Symposium focuses on both theory and practice, on both knowledge production and its impact, and this is unusual at academic events. The IPM’s links with the Journal of Place Management and Development (JPMD) with its focus on communicating with academics, practitioners, policy makers and local government, is also a driving factor behind the balance between academic and practitioner input into this event, and a special issue of the JPMD (Volume 10 Number 2) has been devoted to a selection of papers from our past events related to the Special Issue theme of Responsible Tourism and Place Making.

This year’s Symposium focused on the theme Place Making from Various Gazes. This enabled us to consider practitioner, policy, and academic papers in vibrant, positive, supportive, and, most importantly, impactful sessions that can make a real difference not only to the island of Corfu that is our host for these annual events, but also in other places where our delegates work and live.

The Symposium is a truly international event, and while we are keen to have impact on the island that is host to our event, the 2017 Symposium presented 3 keynote speeches from academics and practitioners from three different countries, and attracted almost 50 delegates presenting 35 papers representing 58 authors from 33 organisations in 21 countries. Our furthest delegates travelled from Australia, Thailand and China, we also attracted many delegates from Europe, but also delegates from Russia, Jordan, Kuwait, Saudi Arabia, Israel, Morocco and Albania.

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One of the key features of this year’s Symposium was stressed in our opening Keynote Address by Professor Cathy Parker, IPM Director, and Professor of Retail and Marketing Enterprise at Manchester Metropolitan University Business School. This was that the nature of academic enquiry into place management and place marketing issues is inherently interdisciplinary.

Delegates at the 4th Corfu Symposium on Managing & Marketing Places presented papers from the gazes of their various disciplines, including advertising, agricultural development, architecture, botanic gardens, data science, farming, food and drink, geography, hedonism and luxury, higher education, law, literature, music, place branding, place management, place marketing, sustainability, and tourism. As the Symposium continues to grow and to become increasingly interdisciplinary, it is likely that papers and discussions will include a broader range of issues presented from a wider range of disciplines.

 2017 4

Once again the Symposium was opened by the Mayor of the Corfu Municipality, Mr Konstantinos Nikolouzos, who is very keen to find ways of engaging delegates to the Symposium in helping address some of the challenges facing the island.

This year we also held an open event at the Faliraki Conference Centre in Corfu Town, where local businesses and tourist related organisations could hear short presentations from selected delegates whose research could have a real impact for Corfu even though its initial focus may have been on other places, or be of a conceptual nature.

 2017 5

 We aim to build on this even more in future years, encouraging engagement with the business community in advance of the 2018 Symposium, and engaging delegates during that event to consider how their work could have more of an impact in practice. We also aim to continue to strengthen the Symposium’s links with the local business community in Corfu, and wider through the IPM’s networks of place practitioners.

Each year we have taken delegates to visit various destinations around the island, including the opportunity to visit local producers of crafts and food and drink products. This year, along with a pre-Symposium Island Tour that offered delegates the opportunity to visit Kassiopi, Paleokastritsa, and the Achilleion Palace, we made a stop at the Vassilakis Distillery to taste some of the island’s traditional kumquat products, and also visited Ambelonas Vineyard for an evening tasting local speciality Corfiot food and drink.

2017 6 

Our final evening was spent at Archontiko Restaurant in the South of the island, where our Gala Dinner was accompanied by traditional music, and the end of evening dancing was led by Alex Christou and Christina Panagiotidou of our official partners, Green Corfu, a local travel agency specialising in alternative holidays on the island.

More details follow of each of our paper presentations and keynote speeches, but overall, in summary, the key themes that arose during the Symposium surrounded issues of:

  • Authenticity and place, and this is likely to be an issue that recurs in future events as it has done in the past;
  • Co-creation and Collaboration, between those responsible for managing and marketing places and a place’s stakeholders, and also between different places, also arose in many discussions as it became evident that many places continue to try to implement individual responses to various challenges, whereas it may be more appropriate for them to consider how they could implement similar responses and initiatives recognising that they may be more similar to clusters of other places globally than their practices currently reflect;
  • Money, Power and Politics featured heavily in many of the papers presented at this Symposium, and engaged delegates in interesting and lively discussion not only about how these issues impact upon people and places, but also generated some interesting potential solutions for place management and marketing practice.


Day 1 – Monday 24th April


Keynote address: Interdisciplinarity and Places
Professor Cathy Parker, Institute of Place Management 
Manchester Metropolitan University, UK

Session 1: Place Branding and Tourism Development

Elements of the place branding process to succeed the place brand: Towards a strategic place branding model
Mohamed Berrada Hassan 1st University, Morocco & Lumière University Lyon 2, France
Laure Ambroise Jean Monnet University, France
Houcine Berbou  Hassan 1st University, Morocco

Destination Management: an operational approach
Kyriaki Glyptou Leeds Beckett University, UK

Local Development and Creative Tourism: Case Study-Loulé
Caroline Cavalcanti de Melo University of Lisbon / IGOT / ESHTE, Portugal 

Session 2: Gazing on the Regional and Rural

Place Making: Reframing a Rural Village
Katherine Casey University of Limerick, Ireland

Creating Exportable Consumer Brands Based on Authenticity of Place
Caroline Whitfield Consultant, UK

 The Local Consumers’ Gaze Interpreted as Regional Food Brand Essence

2017 7


Gillian Rodríguez University of Central Lancashire, UK












Session 3: Gazing on Cities

Towards a taxonomy of place brands. A content analysis of Greater Manchester’s place brand architecture

2017 8

Gareth Roberts Institute of Place Management, Manchester Metropolitan University, UK












Does Advertising Work in Place Branding? Evidence from Chinese Cities
Chunying Wen Asia Media Research Center, Communication University of China, China

Town and city centres from the data scientists’ gaze
Cathy Parker Institute of Place Management, Manchester Metropolitan University, UK
Christine Mumford Cardiff University, UK
Nikos Ntounis Institute of Place Management, Manchester Metropolitan University, UK
Simon Quin Institute of Place Management, Manchester Metropolitan University, UK
Ed Dargan Institute of Place Management, Manchester Metropolitan University, UK


Day 2 – Tuesday 25th April

Session 4: The Gaze of Hedonism and Luxury

A Psychographic Segmentation of Kuwaiti Travelers Using Self-Organizing Maps
Yvette Reisinger Gulf University for Science and Technology, Kuwait

Does Hedonism Create a Long-Term Value for Destination Brands?
Nof A. Al-Sufyani Brunel University, UK & Prince Sultan University, Kingdom of Saudi Arabia

Mapping the Geographies of Luxury: A reflection on Place and Conspicuous Products in the Age of Globalization
Federica Carlotto Regent’s University London, UK


Session 5: Interactive Special Session

Introducing the Institute of Place Management Journal of Place Management and Development
Writing for Publication

 2017 9


Session 6: Issues of Sustainability and Responsibility

An investigation into Ecotourism Potential of Al-Adaseya, Northern Jordan
Fakhrieh Darabseh Yarmouk University, Jordan
Fawziya Hussein  Yarmouk University, Jordan

Understanding and Implementing Responsible Tourism in the 21st Century
Jacqueline Holland Newcastle Business School, Northumbria University, UK
Tom Mordue Newcastle Business School, Northumbria University, UK
Helen Woodruffe-Burton Edge Hill University Business School, UK

The Nine Major Themes that Shape Place Sustainability
Viriya Taecharungroj Mahidol University International College, Thailand
Thunwadee Suksaroj ASEAN Institute of Health Development, Mahidol University, Thailand
Cheerawit Rattanapan ASEAN Institute of Health Development, Mahidol University, Thailand

Session 7: Place, Music and Literature

Place: Reading, Thinking, Writing, Making
David Cooper Manchester Metropolitan University

Literature and Sense of Place in UK Landscape Strategy
Jess Edwards Manchester Metropolitan University, UK

Connecting the Sound Tracks of Our Lives: Marketing Places Through Music
Jan Brown Liverpool John Moores University, UK


Day 3 – Wednesday 26th April


Session 8: Place and Practice

The Personal is Professional: Exploring Particular Challenges of Place Brand Practitioners
Giannina Warren Middlesex University London, UK

Places change lives
Martin Ousley True Corfu, UK based Tour Company

Corfu and the Dutch Tourist
Xenia Tombrou Independent Researcher, Utrecht, Netherlands & Corfu, Greece

Corfu PAWS
Oana Popescu Corfu PAWS (Promoting Animal Welfare Sustainably), Corfu, Greece
Sue Gentry Done Corfu PAWS (Promoting Animal Welfare Sustainably), Corfu, Greece
Heather Skinner Institute of Place Management, Manchester Metropolitan University, UK

Session 9: Stakeholders and Governance

Places, users, and place uses: Russian management experiences 
Kirill Rozhkov National Research University Higher School of Economics, Russia

Struggling for legitimacy in the city branding process: an application of Bourdieu’s field-capital theory to the co-creation of the city brand identity 
Laura Reynolds Cardiff University, UK
Nicole Koenig-Lewis Cardiff University, UK
Heike Doering Cardiff University, UK

Place Management decision-making under uncertainty: Evidence from the UK and Ireland
Costas Theodoridis Manchester Metropolitan University, UK
Oliver George Kayas Manchester Metropolitan University, UK

2017 10 Keynote address: Re-branding Greece

Mr Alekos Liapis
Greek Secretariat General for Media and Communication





 Session 10: Interactive Special Session

Research Dissemination & Impact on local issues
Taking place at Faliraki Conference Centre in Corfu Town, a selection of presentations were made to the Corfu business and tourism community to introduce the main themes discussed at the Symposium.

 Day 4 – Thursday 27th April


2017 11

Keynote address: Conceptualizing placemaking – and why it matters for practice
Professor Ares Kalandides, Institute of Place Management, 
Manchester Metropolitan University, UK and MD of Inpolis Urbanism, Berlin






Session 11: Places and Place Making

How NGU as a regional university in Albania is contributing to effecting positive change to Buçimas in the Municipality of Pogradec
Engjëllushe Icka Nehemiah Gateway University, Albania
Heather Skinner Institute of Place Management, Manchester Metropolitan University, UK

Trends and gaps in place-making: 25 years of literature review
Karine Dupre Griffith Institute for Tourism and Cities Research Center, Griffith University, Australia

Drivers of Brand Resonance (DBR): A practical Tool for Initiating Place Brand-Stakeholder Relationships
Guenther Botschen University of Innsbruck, Austria
Josef Bernhart European Academy of Bozen, Italy
Kurt Promberger University of Innsbruck, Austria
Philipp Wegerer University of Innsbruck, Austria

Session 12: Conserving Places

The botanic garden tourism gaze: perceptions & (re)presentations
Nicholas Catahan Edge Hill University Business School, UK
Helen Woodruffe-Burton Edge Hill University Business School, UK

Protecting the high natural value farmland in the National Park of Prespa
Pirro Icka Agriculture Faculty, University Fan S. Noli, Albania
Robert Damo Agriculture Faculty, University Fan S. Noli, Albania

The new ecosystem in Small Prespa Lake, protecting and using it
Pirro Icka Agriculture Faculty, University Fan S. Noli, Albania
Robert Damo Agriculture Faculty, University Fan S. Noli, Albania

Session 13: Critical Gazes

Shopkeepers and Suppliers of Souvenirs in Jerusalem: Biography of Middlemen Minorities
Amos S. Ron Ashkelon Academic College, Israel
Dana Hercbergs Independent Researcher, Israel

Tourism reflexivity and the tourist gaze in heterotopias: A guided tour of Freetown Christiania
Jenny Kanellopoulou University of Salford, UK
Nikos Ntounis Manchester Metropolitan University, UK

Co-Constructing the Gaze: Existential Authenticity and Tourist Experience Co-Creation
Lisa O’Malley University of Limerick, Ireland
Maria Lichrou University of Limerick, Ireland
Maurice Patterson University of Limerick, Ireland

Local Perceptions of Mass Tourists: The Tourist Gaze through the Lenses of Power

2017 12

Aggelos Panayiotopoulos University of Limerick, Ireland

Maurice Patterson University of Limerick, Ireland
Peter Burns Institute for Tourism Research, University of Bedfordshire, UK











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