Loong, Yee Mun, Law, Lisa, Tolkach, Denis, and Dadpour, Rana (2026) Arts and culture in place brand co-creation: Internal stakeholder perspectives from cairns, Australia. In: CAUTHE 2026 Conference Proceedings. pp. 400-401. From: CAUTHE 2026: Council for Australian University Tourism and Hospitality Education Conference, 9-12 February 2026, Adelaide, SA, Australia.

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Abstract

The iconic imagery of 'reef and rainforest' has shaped the Cairns' brand for decades. But Cairns is currently redefining its image as an arts and culture hub that encompasses a complexity and diversity that reaches well beyond its natural assets. In this sense, Cairns presents an interesting context for investigating place branding. Given the complexity of places and the interdisciplinary foundations of place branding, scholars have called for a shift toward more participatory and dynamic approaches (Kavaratzis et al., 2015). The paper responds to this call by proposing a method of engagement with internal stakeholders, especially the city residents, in the conceptualisation of a place branding process using Cairns, Australia, as a case study.

Item ID:	93669
Item Type:	Conference Item (Abstract / Summary)
ISBN:	9780645938128
Keywords:	Cairns Arts and Culture, Place Brand Co-Creation, Internal Stakeholders, Image and Narrative
Related URLs:	Organisation
Copyright Information:	© CAUTHE 2026
Date Deposited:	26 Aug 2026 01:44
FoR Codes:	44 HUMAN SOCIETY > 4406 Human geography > 440608 Recreation, leisure and tourism geography @ 100%
SEO Codes:	13 CULTURE AND SOCIETY > 1399 Other culture and society > 139999 Other culture and society not elsewhere classified @ 50% 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280123 Expanding knowledge in human society @ 50%
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