This paper aims to study the outcomes of the regional level place marketing projects, which contribute towards the fruition of long-term place marketing or branding goals. It applies a theoretical framework based on institutional and social capital theories. Hence, it highlights the role of networks, norms of behavior and values, and trust regarding the institutionalization of regional place marketing activity. Two ERDF (European Structural Development Funding)-funded regional place marketing projects carried out in eastern Finland are explored. The empirical material consists of 23 semi-structured interviews of steering group members of the projects and documentary data on the later developments of the place marketing activity in the regions. The findings show that social capital generated during the projects contributed to the institutionalization of place marketing activity by reinforcing the will to do place marketing together, forming information-sharing practices, and expanding and strengthening stakeholder networks. Results indicate that social relations and structures that are formed during the place marketing collaborations can extend the lifespan of regional place marketing activity beyond short-lived projects, while there remains a need to develop this perspective into a measurable variable.

本文旨在研究区域级别场所营销项目的成果，这些成果有助于实现长期场所营销或品牌目标。它应用了基于制度和社会资本理论的理论框架。因此，它突出了网络的作用，行为和价值规范以及在区域场所营销活动制度化方面的信任。探索了两个由ERDF（欧洲结构发展基金）资助的，在芬兰东部实施的区域地方营销项目。经验材料包括对项目指导小组成员的23次半结构化访谈，以及有关该地区场所营销活动后来发展的文献数据。调查结果表明，项目期间产生的社会资本通过加强共同进行地方市场营销的意愿，形成信息共享实践以及扩大和加强利益相关者网络，促进了地方市场营销活动的制度化。结果表明，在地方市场营销合作过程中形成的社会关系和结构可以将区域地方市场营销活动的寿命延长到短暂的项目之外，同时仍然需要将这种观点发展为可衡量的变量。