8Why Do Places Brand? Branding in the Public Sector

Staci M. Zavattaro


Growing up a Florida kid, going to Disney World was almost a rite of passage. My parents packed me into the car as a child, not telling me where we were headed. Imagine my delight when we ended up three hours north of our home at the steps of Mickey Mouse’s house for my first-ever visit. Since then, I have loved visiting the parks. For a state like Florida and a city like Orlando, the economic impact of the COVID-19 pandemic, the setting during which this is written, is staggering given the reliance on tourism.

Travel restrictions, social distancing measures, and a loss of spending power have drastically altered the tourism and hospitality industries (Gössling, ...

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