Abstract: This paper examines the still underutilized potential of metaphors in the context of place marketing, a field that includes place branding and placemaking. It aims to explore how metaphors can enhance the understanding and communication of place-related concepts, ultimately creating more meaningful connections between places and their inhabitants or visitors. The paper starts with a brief conceptual overview that inter alia brings out some enrapturing linkages to organizational sensemaking and improvisation. The research employs a systematic review of literature, yielding a sample of 32 relevant peer-reviewed articles retrieved from the Web of Science. Using a qualitative grounded theory approach, often referred to as the 'Gioia methodology', the study identifies key first-level constructs through open coding and then aggregates these into second- and third-order dimensions. The results reveal that metaphors are currently underutilized in place marketing, although they have been widely applied in related fields such as organizational theory. Metaphors hold significant potential for fostering meaningful placemaking and brand communication. The study proposes that metaphors could facilitate behavior change, promote resident engagement, and strengthen collaboration in creating quality places. These insights provide a foundation for further exploration of metaphors in place marketing, highlighting the need for more empirical and conceptual research in the field.

Keywords: metaphor, metaphoring, place, place marketing, placemaking, space, meaning-making

Pages: 1787-1797