Nowadays’ Questions of Place Marketing

Abstract

The study is based on the assumption that local governments need new guidance in the current global change context. We base our assumption on the fact that the pandemic and the subsequent economic changes have radically altered the external environment of municipalities, which present new challenges, require new marketing management perspectives, and tools to respond. The aim of our research at this stage is to identify and collect the factors and questions that are deemed important by the international researchers of place marketing to discover, identify, and answer in order to provide guidance on how to manage municipalities in the face of environmental change. Building on our preliminary literature review, we conduct a systematic literature review of the questions that have been addressed by researchers in the field of municipal marketing over the past five years. The purpose of this work is to collect, complete, and group the questions so that we can build on the systematic review to develop a model for our further research and to ground our methodological engagement in the methodology of the literature we have identified. Our results show that the focus in the field of place marketing is shifting towards broader perspectives of sustainability.