Leveraging social capital to catalyse post-pandemic anti-fragility: the “Vilnius model”

Article


Warren, G. and Grigaliūnaite, S. 2023. Leveraging social capital to catalyse post-pandemic anti-fragility: the “Vilnius model”. Journal of Place Management and Development. 16 (4), pp. 577-601. https://doi.org/10.1108/JPMD-11-2022-0104
TypeArticle
TitleLeveraging social capital to catalyse post-pandemic anti-fragility: the “Vilnius model”
AuthorsWarren, G. and Grigaliūnaite, S.
Abstract

Purpose – This paper aims to delve into the interdependent connection between place branding and social capital, specifically focusing on how it contributes to uniting a city’s recovery efforts during times of crisis. By using the theoretical frameworks of social capital and cultural intermediation, the case study of Vilnius, Lithuania, exemplifies how cities can navigate through turbulent periods by prioritising the work of place marketers and their relationships in their strategic approach.

Design/methodology/approach – A qualitative, mixed method case study approach used four different
methods of investigation, drawing on multiple sources of evidence, including a mix of interviews with key
actors, content analysis, netnography and participant observation.

Findings – Go Vilnius, in collaboration with the City of Vilnius Municipality, leveraged existing stakeholder
relationships and a strong common identification among political actors, promotional intermediaries, residents and city institutions to not only adapt to the unfolding crisis but to evolve its marketing, place-making, tourism and community engagement strategies to emerge as amore resilient, dynamic and animated city after the pandemic.

Practical implications – This case study demonstrates that a “network constellation” approach
centralised around key stakeholder relationships held by marketing, tourism and promotional professionals is
a crucial component in urban post-pandemic and emergency planning.

Social implications – By placing marketing professionals at the heart of crisis planning, cities can capitalise on the inherent social capital that is their key occupational resource and leverage their relationships with residents, the business community, international collaborators and the media for swift and maximum impact.

Originality/value – By identifying the “network constellations” that facilitated the institutionalisation of place branding activities in the face of both a local and global shutdown, this paper positions place marketers, acting as cultural intermediaries, at the centre of crisis planning and prevention strategies for anti-fragile cities of the post-pandemic future.

KeywordsAnti-fragility; Urban resilience; Social capital; Cultural intermediaries; Pandemic; Crisis planning
Sustainable Development Goals11 Sustainable cities and communities
Middlesex University ThemeCreativity, Culture & Enterprise
LanguageEnglish
PublisherEmerald
JournalJournal of Place Management and Development
ISSN
Electronic1753-8335
Publication dates
Online09 Oct 2023
Print11 Oct 2023
Publication process dates
Submitted07 Nov 2022
Accepted26 Jul 2023
Deposited01 Dec 2023
Output statusPublished
Accepted author manuscript
Copyright Statement

Copyright © 2023, Emerald Publishing Limited. This Accepted Author Manuscript (AAM) is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.

Digital Object Identifier (DOI)https://doi.org/10.1108/JPMD-11-2022-0104
Permalink -

https://repository.mdx.ac.uk/item/wx62z

Download files

  • 53
    total views
  • 14
    total downloads
  • 4
    views this month
  • 1
    downloads this month

Export as

Related outputs

You have declared a climate emergency...now what? Exploring climate action, energy planning and participatory place branding in Canada
Alkhayyat, Y., Walker, C., Warren, G. and Cleave, E. 2023. You have declared a climate emergency...now what? Exploring climate action, energy planning and participatory place branding in Canada. Urban Resilience and Sustainability. 1 (3), pp. 214-234. https://doi.org/10.3934/urs.2023014
The Barnet Council Citizens’ Assembly on Climate Change and Biodiversity
Warren, G. and Siebers, J. 2023. The Barnet Council Citizens’ Assembly on Climate Change and Biodiversity. Middlesex University London.
Compelling storytelling to close the image-identity gap
Warren, G. 2023. Compelling storytelling to close the image-identity gap. 2023 Tsinghua National Image Forum. Beijing, China 01 - 01 Nov 2023
Cultural intermediaries and place branding: a framework for understanding their impact and influence
Warren, G. 2021. Cultural intermediaries and place branding: a framework for understanding their impact and influence. PhD thesis Middlesex University Business and Law
Power struggles and playing politics: an application of Bourdieu's cultural intermediation theory to place marketing
Warren, G., Dilmperi, A. and Keith, D. 2021. Power struggles and playing politics: an application of Bourdieu's cultural intermediation theory to place marketing. Annals of Tourism Research. 91, pp. 1-13. https://doi.org/10.1016/j.annals.2021.103276
Cultural intermediaries in place branding: Who are they and how do they construct legitimacy for their work and for themselves?
Warren, G. and Dinnie, K. 2018. Cultural intermediaries in place branding: Who are they and how do they construct legitimacy for their work and for themselves? Tourism Management. 66, pp. 302-314. https://doi.org/10.1016/j.tourman.2017.12.012
Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto
Warren, G. and Dinnie, K. 2017. Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto. International Journal of Tourism Cities. 3 (1), pp. 56-68. https://doi.org/10.1108/IJTC-10-2016-0035