Abstract:

City branding is increasingly seen as a public management activity and governance process, and therefore requires support from the public. In addition, technological developments (web 2.0, user-generated content, mobile technology) and their development potential allow for a more open and bottom-up approach to the creation and management of place brands. However, in reality citizens or residents are an under-represented group in the city's branding strategies and practices. Several studies have focused on stakeholder engagement during the implementation phase of place branding. The implementation phase involves communication and realization of city branding through practical means such as events, campaigns, and advertising. Stakeholder involvement after city branding is developed is important because the implementation of city branding with limited internal stakeholder support will determine its success. Large databases were selected to search for published articles related to urban tourism. Thereafter, the retrieved articles were thoroughly evaluated and analysed. Therefore, this paper was developed under the umbrella of branding theory by further analysing the linking of city brand attitude and city citizenship behaviour (CCB) through exploring the role of resident in promoting city.