Place Branding as a Soft Power Tool: A Systematic Review, Bibliometric Analysis, and Future Research Directions

Abstract

This systematic review examines place branding as a soft power tool through a bibliometric analysis of 70 publications from 2008 to 2024. This study uses the scientific procedures and rationales for systematic literature review protocol and the theories, context, characteristics, and methodology framework, revealing significant evolution in the field, with a peak research output in 2023. Six knowledge clusters emerge: Nation image and communication, international relations, cultural elements, foreign policy, public diplomacy, and cultural identity. The analysis demonstrates the increasing sophistication of theoretical frameworks and methodological approaches, particularly concerning digital transformation and crisis management. While Western institutions maintain their research dominance, emerging economies show growing participation. The study develops an integrated framework for evaluating place branding effectiveness, provides systematic analysis aligning theory with practice, identifies critical gaps through bibliometric analysis, and offers practical guidelines for digital place branding implementation. Future research should emphasize digital transformation integration, measurement framework development, stakeholder dynamics understanding, and crisis management approaches.