Wonderland in Winter and Little Europe in Summer: A Case Study on How Harbin Promotes its International Image

• In Event: Exploring Country Images and Nation Brands Building

Abstract

This paper used mixed methods, with in-depth interviews of Harbin’s policy makers, secondary government documents, and a survey of Harbin’s foreign residents, to examine how Harbin promotes its international image. After examining Harbin’s policymakers' international policymaking processes and foreign residents' evaluations of the city, we proposed a model to show Harbin’s international image-building efforts. The model consisted of public diplomacy, and soft power, city branding strategies, and relationship building with Harbin's residents, investors, and foreign visitors. From the theoretical aspect, this paper not only expands public relations by applying it to a city’s international image promotion, but also enriches current city branding literature by advancing a model in international image promotion. From the practical aspect, cities that are similar to Harbin can refer to this model to enhance their international image, and draw lessons from Harbin’s international image promotion process.

Authors

• Sining Kong, University of Florida

• Huan Chen, U of Florida