Reflecting Role of Culture in Place Branding: A Literature Review

Abstract

Culture is a complex and contested concept that cannot easily be understood through a single definition. Nevertheless, culture plays an important role in place branding strategies and is interpreted in diverse ways within place branding scholarship. This study aims to identify and reflect upon the various roles of culture in place branding through a review of previous studies, particularly within the fields of Social Studies and Arts & Humanities published between 2008 and 2026. Using a literature review approach, the study collected data from the Scopus database and employed thematic analysis to examine how culture is conceptualized and positioned within place branding discourse. The findings reveal ten major themes representing different cultural roles in place branding, including everyday culture, cultural identity, gastronomy, sports, cultural heritage, festivals, community participation, cultural critique, cultural production, and the relationship between traditional and contemporary culture. Based on these findings, this study proposes a reflective checklist consisting of critical questions that may be used as an initial framework for identifying and reflecting on the role of culture within place branding practices, particularly in the context of urban culture and city branding. Rather than functioning as an evaluative measurement tool, the checklist is intended to encourage deeper reflection on the cultural dimensions and potentials embedded within place branding strategies.