Sustainable place branding: how technology can support new forms of connection with nature
DOI:
https://doi.org/10.11606/issn.1984-5057.v17i2e243300Keywords:
sustainable place branding, digital placemaking, sustainable spaces, sustainability, advertising communicationAbstract
In an increasingly digital society, restoring contact with nature has become a major challenge. This study proposes green place branding as an innovative way to foster emotional bonds between people and the natural environments in their cities, combining immersive technologies with an inclusive and emotionally positive brand approach. Based on an exploratory study using interviews and surveys, the initial findings suggest that immersive tools can generate hybrid experiences that integrate both physical and digital dimensions. The analysis highlights the value of authentic, community-driven storytelling to promote emotional connections while avoiding alarmist narratives that tend to create distance. Clear, transparent, and participatory campaigns are also shown to be essential. Technology is likewise presented as a useful administrative resource for managing these spaces. However, potential risks such as social exclusion and loss of authenticity are noted. The study acknowledges several limitations and outlines future research directions in the field of green place branding.
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