This opinion paper aims at suggesting a research agenda for contemporary place branding by presenting developments, challenges and dynamics of the field based on meta-analysis of relevant literature. It is high time place branding is identified as a significant tool for exercising contemporary public administration. In order to achieve this scope, it is mandatory to advance the theoretical understanding of the field by building on existing knowledge and models like Hankinson’s and by incorporating cross-disciplinary knowledge from other relevant fields. Therefore, in this conceptual paper the authors attempt a critical review of the existing bibliography and professional reports in order to contribute to the creation of a regime of knowledge production, to group some key findings about selected gaps of the field and assess whether such analysis can reveal the need to identify new potential research paths. Building on existing cross-discipline theoretical foundations, adopting a conceptual approach, the authors aim at (a) urging readers—especially practitioners and scholars—to move beyond towards investigating more challenging and intriguing research gaps like the need to examine more alternative research units than cities like island and insular areas and (b) proposing to elaborate more on the relationships between concepts like tourism, sustainable development, place branding and islandness.

中文翻译：

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迈向岛屿品牌的当代研究议程：发展、挑战和动态

本意见书旨在通过对相关文献进行荟萃分析，介绍该领域的发展、挑战和动态，提出当代地方品牌的研究议程。现在正是品牌被确定为行使当代公共管理的重要工具的时候了。为了达到这个范围，必须通过建立像汉金森这样的现有知识和模型，并结合其他相关领域的跨学科知识来推进对该领域的理论理解。因此，在这篇概念性论文中，作者试图对现有的参考书目和专业报告进行批判性审查，以促进知识生产制度的建立，将有关该领域选定差距的一些关键发现分组，并评估此类分析是否可以揭示确定新的潜在研究路径的必要性。基于现有的跨学科理论基础，采用概念方法，作者旨在 (a) 敦促读者——尤其是从业者和学者——超越调查更具挑战性和吸引力的研究差距，例如需要检查更多替代研究单位而不是岛屿和岛屿地区等城市，(b) 提议更多地阐述旅游、可持续发展、地方品牌和岛屿等概念之间的关系。