Locability in Sustainable Place Branding: A Digital Marketing and Technology Perspective
DOI:
https://doi.org/10.13052/spee1048-5236.4443Keywords:
sustainability, place identity, echnology-driven, social media, digital platforms, strategic communicationAbstract
This study introduces the concept of locability and its importance in fostering social cohesion, economic resilience, and environmental sustainability in the digital era through emerging technologies. Locability emerges at the intersection of geography, technology, and sustainability. It stands out as a crucial framework ensuring visibility, accessibility, and strong associations, all building blocks for a place to be effectively branded in terms of sustainable development. Transferring the term from linguistics in place branding, locability goes beyond locality, influences the place identity formation, and refers to how a place builds upon technology to be visible, accessible, differentiated, and therefore, well-lived. It also encapsulates the power of all stakeholders, both individuals and communities, to digitally
encompass all cognitive, affective, conative, and evaluative elements linked to the place identity, enhancing the sense of belonging. In this context, technological innovations, such as artificial intelligence, augmented reality, and social media platforms, are shaping locability by enhancing visibility, accessibility, facilitating instantaneous but strong interactions, through storytelling and disseminating authentic narratives. Moreover, at the very heart of locability lies sustainability, aiming at improving economic, social, and environmental conditions, promoting resilience, and fostering a sense of belonging. Understanding and integrating locability within place branding
theory and practice ensures that places leverage digital marketing practices to cultivate communities that are more inclusive, resilient, and environmentally sustainable.
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