Papers by Heather Skinner
Journal of Business Research, 2020
This paper explores brand management decisions concerning the terroir product of an authentic bee... more This paper explores brand management decisions concerning the terroir product of an authentic beer brand.
Findings are based on a single case study of a Greek microbrewery informed by in-depth interviews with the company owner and senior management team. Additional customer insights into the issues were gathered from 191 questionnaire responses.
Results identify the way this company has approached territorial brand management based on a clear understanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names when targeting its main groups of domestic, export, and tourist consumers.
This research offers practical insights into territorial brand management decisions, especially those concerning brand names that offer clues to a product's place of origin. These insights may offer practical strategies for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir claims of their products against large multi-nationals.
The theme of the 2018 symposium ‘Changing places: Visions of utopia or dystopia?’ explores the ut... more The theme of the 2018 symposium ‘Changing places: Visions of utopia or dystopia?’ explores the utopian or dystopian visions associated with the place practices we study, promote or enact. SMART growth, inclusive growth, degrowth, devolution, revitalisation, placemaking, place
branding and destination marketing: A list of common place practices or ambitions. But what future do these bring to the towns, cities, regions or nations in which they are adopted?
Organised by the Institute of Place Management (IPM) this Symposium is unique amongst academic conferences. The Corfu Symposium on Managing & Marketing Places offers scholars the opportunity to engage directly with place making, management and marketing issues - as the Symposium includes local businesses, policy makers and other stakeholders eager to implement cutting-edge research that can make a positive difference to Corfu.
The IPM’s links with the Journal of Place Management and Development, 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.
The theme of the 2017 symposium ‘place making from various gazes’ reflects current developments i... more The theme of the 2017 symposium ‘place making from various gazes’ reflects current developments in both the theory and practice of place management, marketing, and branding, along with developments into our knowledge about sustainable places and responsible tourism, all of which rely for success upon the co-ordinated efforts of multiple stakeholders, each of which may have different, and sometimes competing, objectives and purposes. The nature of academic enquiry into these issues is inherently interdisciplinary, and the symposium will consider the way places are theorised differently in various academic disciplines, and what this means for the practice of managing and marketing places. The symposium theme was also informed by the passing, on 18th March 2016, of Professor John Urry, whose research
on a range of subjects relevant to place making, including urban and regional research, and research particularly into the economic, social, environmental and cultural implications of developments in tourism, revolutionised academic research and practitioner insight into The Tourist Gaze. I am delighted that the Responsible Tourism Special Interest Group of the Institute of Place Management (IPM) is now
organising the Symposium. The IPM’s links with the Journal of Place Management and Development, 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.
International Journal of Sports Marketing and Sponsorship, 2005
International Journal of Sports Marketing and Sponsorship, 2005
Http Dx Doi Org 10 1300 J073v22n03_05, Nov 5, 2008
... Paul Byrne and Heather Skinner 61 FIGURE 1. Brand Attributes of Ireland as a Desti-nation for... more ... Paul Byrne and Heather Skinner 61 FIGURE 1. Brand Attributes of Ireland as a Desti-nation for Business Tourism Page 8. After the subject of the conference, I would say the destination is the prime concern. The theme and content would be main is-sue. ...
There is already a technology wave coursing through location based leisure sport, that of geocach... more There is already a technology wave coursing through location based leisure sport, that of geocaching, where participants create a cache (or hidden ‘treasure’), hide it at an interesting place so others may employ Global Positioning System (GPS) technology to locate it. That people involved in geocaching are constantly searching for these hidden treasures has resulted in geocaching being frequently described as a hi-tech version of treasure hunting and its participants as ‘Human search engines’. In this recreational sport a box containing small gifts, toys, key rings or coins is hidden at a public location that might be of interest to other people e.g. as a result of its history, beauty or landscape. The box will also often contain a small log book in which finders of the cache will log their visits along with a short message. The cache hider then publishes the co-ordinates of the location (the ‘waypoint’) on the community’s web page, sometimes with clues and other relevant geographi...
Education + Training, 2014
The ubiquity of information and communication technology in the past two decades or so, and the m... more The ubiquity of information and communication technology in the past two decades or so, and the more recent growth in the use of mobile wireless devices, has transformed various aspects of daily life for many people worldwide. It is therefore unsurprising that such technologies would also find their way into transforming various aspects of education and training. What may be surprising is that, even though forms of computer assisted learning have been used for over 40 years, educators and trainers can still find themselves grappling with relatively basic issues of defining the way this transformation occurs, or indeed if and how it should occur. Although there are many other terms in use, such as blended learning, hybrid learning, technology enhanced learning and so on, the term e-learning is the one used for the title and focus of this special issue as it can be seen to encompass all aspects of learning using all aspects of electronic technologies. While some definitional issues may appear in some of the papers in this special issue, the overall focus of this special issue is to move the debate forward from such more basic matters. In particular, while we recognise that there is a significant body of literature which has espoused the effective construction of e-learning pedagogy and programmes in the previous decade, the focus of this special edition is to provide evidence to support the proposition that e-learning has been a beneficial and transformational innovation. Therefore, this special issue considers issues of impact rather than issues of definition. At its inception, one of the proposed benefits of e-learning was seen to be its ability to educate and train learners at a distance. Thus this special issue has also sought to consider issues of impact in terms of the globalisation of e-learning.
The Routledge Handbook of Cultural Tourism, 2008
... com/Accessed 5th April 2009. Karmowska, J.(1996) Cultural Heritage as an Element of Marketing... more ... com/Accessed 5th April 2009. Karmowska, J.(1996) Cultural Heritage as an Element of Marketing European Cities. ... Pike, S.(2003) The use of Repertory Grid Analysis to elicit salient short-break holi-day destination attributes in New Zealand. ... Place Branding 1 (3), 299315. ...
learning, 2010
Abstract—An increasingly important strategy for higher education institutions (HEIs) operating in... more Abstract—An increasingly important strategy for higher education institutions (HEIs) operating in a highly competitive globalised education market is to adopt and embed technology enhanced learning in order to better serve both home and overseas learners. ...
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Papers by Heather Skinner
Findings are based on a single case study of a Greek microbrewery informed by in-depth interviews with the company owner and senior management team. Additional customer insights into the issues were gathered from 191 questionnaire responses.
Results identify the way this company has approached territorial brand management based on a clear understanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names when targeting its main groups of domestic, export, and tourist consumers.
This research offers practical insights into territorial brand management decisions, especially those concerning brand names that offer clues to a product's place of origin. These insights may offer practical strategies for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir claims of their products against large multi-nationals.
branding and destination marketing: A list of common place practices or ambitions. But what future do these bring to the towns, cities, regions or nations in which they are adopted?
Organised by the Institute of Place Management (IPM) this Symposium is unique amongst academic conferences. The Corfu Symposium on Managing & Marketing Places offers scholars the opportunity to engage directly with place making, management and marketing issues - as the Symposium includes local businesses, policy makers and other stakeholders eager to implement cutting-edge research that can make a positive difference to Corfu.
The IPM’s links with the Journal of Place Management and Development, 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.
on a range of subjects relevant to place making, including urban and regional research, and research particularly into the economic, social, environmental and cultural implications of developments in tourism, revolutionised academic research and practitioner insight into The Tourist Gaze. I am delighted that the Responsible Tourism Special Interest Group of the Institute of Place Management (IPM) is now
organising the Symposium. The IPM’s links with the Journal of Place Management and Development, 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.
Findings are based on a single case study of a Greek microbrewery informed by in-depth interviews with the company owner and senior management team. Additional customer insights into the issues were gathered from 191 questionnaire responses.
Results identify the way this company has approached territorial brand management based on a clear understanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names when targeting its main groups of domestic, export, and tourist consumers.
This research offers practical insights into territorial brand management decisions, especially those concerning brand names that offer clues to a product's place of origin. These insights may offer practical strategies for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir claims of their products against large multi-nationals.
branding and destination marketing: A list of common place practices or ambitions. But what future do these bring to the towns, cities, regions or nations in which they are adopted?
Organised by the Institute of Place Management (IPM) this Symposium is unique amongst academic conferences. The Corfu Symposium on Managing & Marketing Places offers scholars the opportunity to engage directly with place making, management and marketing issues - as the Symposium includes local businesses, policy makers and other stakeholders eager to implement cutting-edge research that can make a positive difference to Corfu.
The IPM’s links with the Journal of Place Management and Development, 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.
on a range of subjects relevant to place making, including urban and regional research, and research particularly into the economic, social, environmental and cultural implications of developments in tourism, revolutionised academic research and practitioner insight into The Tourist Gaze. I am delighted that the Responsible Tourism Special Interest Group of the Institute of Place Management (IPM) is now
organising the Symposium. The IPM’s links with the Journal of Place Management and Development, 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.
While the key characteristics of corporate brands remain, the geographic areas in which corporate branding is now seen to exist have expanded, and the world order has altered significantly since a focus on corporate image first emerged in the 1950s, as have the arenas and contexts in which corporate branding is in evidence in both commercial and non-commercial sectors. It is therefore of vital importance that the approaches taken to the practical application and scholastic enquiry into corporate branding must also ensure continued relevance as corporate branding continues to expand into new areas and arenas.
A consideration of corporate brands within Europe requires an understanding not only of the importance of national identities, but of also the heterogeneity of cultural and sub-cultural identities across this area.
Corporate brand decisions in Europe will also be affected by the nature and scope of international trade and the market activities of multinational corporations.
Competitive advantage can be seen not only in corporate terms, but also in national and supra-national terms.
This book chapter therefore considers corporate branding in a European context; corporate brand decisions in the context of European Union membership; the importance of national identity to corporate branding; the implications of a further enlarged European Union on corporate brands; and the brand architecture of European corporate and nation brands.
You can read the full call for papers here:
https://www.mdpi.com/journal/sustainability/special_issues/Tourism_Marketing_Challenging_Times
Submission deadline 30th September 2021
Real and virtual partnerships, networks and connections within places and between places
Grass-roots participatory place making initiatives
Smart places and virtual worlds
City (and other) regions, and supra-national networks
Physical or virtual places that connect people to each other
Individual places that are connected to each other geographically, technologically, socially, or politically
Places that are connected to art, literature, popular media, culture and heritage, or that are connected to particular industries, geographies, topographies, or activities
Places that have consciously, deliberately, or inadvertently disconnected from others
Places that have consciously, deliberately, or inadvertently disconnected from former or historical place narratives
Unique amongst academic conferences, the Corfu Symposium on Managing & Marketing Places offers scholars the opportunity to engage directly with place making, management and marketing issues - as the Symposium includes local businesses, policy makers and other stakeholders eager to implement cutting-edge research that can make a positive difference to Corfu. Each year the Symposium includes a full social programme of activities including trips to local speciality craft and food producers, and visits to sites of interest around the island.
Organised by the Institute of Place Management this Symposium is an annual event dedicated to developing the theory and practice of place management and marketing, within a context of responsible tourism on the beautiful Greek island of Corfu. Unique amongst academic conferences, the Corfu Symposium on Managing & Marketing Places offers scholars the opportunity to engage directly with place making, management and marketing issues - as the Symposium includes local businesses, policy makers and other stakeholders eager to implement cutting-edge research that can make a positive difference to Corfu. The Symposium venue is in Corfu Town, and the Symposium Hotel is just a few metres from the sea in the heart of Corfu old town which is a UNESCO World Heritage Centre. The Symposium will include a full social programme of activities including trips to local speciality craft and food producers, visits to sites of interest, and a gala dinner offering the best of local Corfiot food in a unique setting with outstanding views.
The Symposium will be held over 4 days on the beautiful Greek island of Corfu. The Symposium venue is in Corfu Town, and the Symposium Hotel is just a few metres from the sea in the heart of Corfu old town which is a UNESCO World Heritage Centre. The Symposium will include a full social programme of activities including trips to local speciality craft and food producers, visits to sites of interest, and a gala dinner offering the best of local Corfiot food in a unique setting with outstanding views.
The theme of the 2017 4 th Corfu Symposium on Managing and Marketing Places supports submissions that consider both the theory and practice of place management, marketing, and branding, along with developments into our knowledge about sustainable places and responsible tourism, and which seek to further our understanding of these issues from the perspectives or gazes of the multiple stakeholders involved in all aspects of responsible and sustainable place making.
Authors should submit a 1000 word abstract electronically to: heatherskinnercorfu:gmail.com no later than 28th November 2016