Miami's Modern District: A Case Study of Place Marketing Narratives

Event Location / Date(s)

Atlanta, Georgia, United States

Event Name / Location

Society for Marketing Advances

Presentation Date

2016

Document Type

Conference Proceeding

Presenter(s) / Author(s)

Kathleen O'Leary, Nova Southeastern UniversityFollow
Selima Ben Mrad, Nova Southeastern UniversityFollow
Maria Petrescu, Nova Southeastern UniversityFollow

Description

This study considers the theory of place narratives and exemplifies the downfall and the potential of a tourism area in South Florida, Miami’s Modern District based on considering place marketing strategy intertwined with the local community, culture and stakeholders. Considering places as narratives integrates their dynamic as social and cultural contexts in which the environment in embedded, constructed through shared language and symbolic meanings. We analyzed MiMo’s current situation and evaluated several other competing destinations to find out what they have done to promote their areas, and how they stayed successful. This paper suggests changes ranging from streets to buildings, prices to accommodations, businesses to people, funding to community service, and promotions to entertainment, all aimed at enhancing the image of MiMo.

NSUWorks Citation

O'Leary, Kathleen; Ben Mrad, Selima; and Petrescu, Maria, "Miami's Modern District: A Case Study of Place Marketing Narratives" (2016). HCBE Faculty Presentations. 825.
https://nsuworks.nova.edu/hcbe_facpres/825