ABSTRACT This paper aims to explicate and discuss the main methods of measuring the effects of place marketing. Rather than favouring one method over another a priori, we seek to understand each method on its own terms in order to illuminate key assumptions and hypotheses. Additionally, we compare and contrast the different methods to reveal areas of logical inconsistency. Generally, the impact of place marketing activities is dominated by fragmented, often single case studies, analysed using qualitative methods. The methods hitherto developed to measure the effect of place marketing activities posit causal mechanisms in line with simple ex ante/ex post comparisons. As place marketing appears to be “political” and policy oriented, the need to understand what happens in the policy process and the context in which marketing activities take place is paramount, we need to unfold the political process so as to understand why and how some place marketing activities work, and others do not.

中文翻译：

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如何衡量场所营销活动的影响：方法论讨论

摘要 本文旨在阐述和讨论衡量场所营销效果的主要方法。我们不是先验地偏爱一种方法而不是另一种方法，而是试图根据自己的条件理解每种方法，以阐明关键假设和假设。此外，我们比较和对比不同的方法来揭示逻辑不一致的区域。一般来说，地方营销活动的影响主要由使用定性方法分析的零散的、通常是单一的案例研究主导。迄今为止开发的用于衡量地方营销活动效果的方法根据简单的事前/事后比较假设因果机制。由于地方营销似乎是“政治的”和政策导向的，