A STUDY ON APPLICABILITY OF PLACE MARKETING METHODS IN REGION-BLOC PLANNING: A CASE STUDY IN ORESUND REGION

Abstract

In region-bloc planning, it is necessary to ensure coherence in policy by sharing a long-term vision among stakeholders and visualizing it toward outside. We have chosen Øresund as a study area which has successfully achieved vision-driven governance in a cross-border region in Europe. The Øresund region conducted strategic place marketing, putting strong emphasis on the complementary value and branding the region as “Human Capital”, thus making a visible region in compatible ways. This paper concludes that place marketing methods, considering multi-dimensional infrastructures and capitals, contributes to cope with integrated governance of a large region such as a region-bloc in Japan.