Stakeholders’ Involvement in Place Marketing: Theoretical Background

Stakeholder theory has become a cornerstone in various disciplines, including business ethics, strategic management, marketing, and political science. This paper reviews the theoretical background of stakeholder theory and explores its application in place marketing. Drawing upon seminal works and recent research, the paper highlights the significance of stakeholder engagement in shaping the identity and branding of places. Furthermore, it introduces a conceptual model that distinguishes between internal and external stakeholders in place branding, providing insights into their roles and contributions.