The concept of place branding in this paper is examined in respect to place identity. More specifically, it is argued that poems and songs are cultural elements of place identity that can help in the place branding process. Poetry and especially that set to music offers a powerful cross-platform that enables communication among people, creating common understanding and bridging linguistic and cultural differences. Greece has reached a juncture where the sun and sea model, on which it had based its tourist campaign in the past, is not sufficient anymore. Thus, it must face the options of altering its current product. Towards this direction, the present paper focuses on poetry, lyrics, and song as viable alternatives that can help reformulate the country’s projected identity and image. Representative examples of Greek poetry in general and of Greek poetry set to music in particular are analyzed and examined in this vein.

中文翻译：

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从诗歌和歌曲到文化外交：地方品牌和旅游推广的挑战和机遇

本文中的地方品牌概念是根据地方身份来检验的。更具体地说，有人认为诗歌和歌曲是地方身份的文化元素，可以帮助地方品牌化过程。诗歌，尤其是音乐，提供了一个强大的跨平台，可以实现人与人之间的交流，建立共识并弥合语言和文化差异。希腊已经到了一个临界点，它过去作为其旅游活动的基础的太阳和海洋模型已不再足够。因此，它必须面临改变其当前产品的选择。朝着这个方向，本论文侧重于将诗歌、歌词和歌曲作为可行的替代方案，帮助重新塑造国家的预期身份和形象。