Americans are loud. Amsterdam equals sex, drugs, and rock & roll. Mexicans are lazy and Germans are boring, but punctual. Paris is romantic, Wuhan infectious, Ukrainians heroic and New Zealand untouched.
This is the way people around the world think about cities, regions and countries and the communities that live there; through cliches and stereotypes. It can be frustrating and hindering trade, diplomacy, investment, tourism or talent attraction. Many believe that such image problems can be resolved with advertising campaigns, but the classic tourism promotion model is broken and insufficient. This book explains what works and what doesn’t when it comes to improving the reputation of cities, regions and countries. Author: Robert Govers