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The Importance Of The Historical Tang Dynasty In Place Branding Contemporary Xi'an, Norman Harry Rothschild, Ilan Alon, Marc Fetscherin
The Importance Of The Historical Tang Dynasty In Place Branding Contemporary Xi'an, Norman Harry Rothschild, Ilan Alon, Marc Fetscherin
Faculty Publications
Purpose – The purpose of this paper is to discuss the opportunity of utilizing Tang dynasty history, heritage, buildings and names in the effort to place brand the contemporary city Xi'an.
Design/methodology/approach – The paper presents a conceptual framework for place branding cities consisting of two main dimensions. The first describes the continuum of functional versus emotional values within a city; the second measures the degree to which the image of a place is historical or contemporary. The paper then employs historical analysis to examine the meaning and construction of a Tang dynasty brand for place branding twenty-first century Xi'an. …