This study explores the factors that drive or inhibit resident participation in place branding initiatives, particularly in places with a negative reputation. It aims to deepen the understanding of different participatory practices in contexts where place image challenges and socio-economic issues intersect.
This study adopts a multidisciplinary framework combining insights from place branding, public administration and governance. It analyses three place branding campaigns in Luton, UK, using semi-structured interviews with residents and officials and netnographic analysis of online content.
The research identifies four major factors influencing participation: residents’ needs and benefits; campaign activities, recruitment and coordination; ownership, misrepresentation and power; and social tensions and lack of trust. The findings show that these factors do not operate as fixed drivers or inhibitors; rather, their role varies across top-down, bottom-up and mixed participatory approaches. Active participation is often driven by a desire to counter misrepresentation and foster community identity, whereas passive participation is more common in top-down initiatives with limited resident influence.
This study is limited to one location with a negative reputation and may not be generalisable. Future studies should explore different cultural and spatial contexts to broaden the applicability of findings.
Effective resident participation requires addressing both intrinsic (ownership, trust) and extrinsic (professional benefits, coordination) motivators. Policymakers and place managers must design inclusive processes that balance control with community autonomy, particularly in stigmatised areas.
This study offers a novel, integrated view of resident participation by identifying how drivers and inhibitors interact across campaign types. It contributes original insights into participatory place branding in contexts of reputational and socio-economic disadvantage.
