Place Branding in the Republic of Austria: The Case of Vienna and the Role of the Vienna Tourist Board in Creating and Developing the City’s Brand

Tourism has an important role to make a city's brand, as tourists are one of the stakeholder groups that can spread information about the city's competitive advantages. It is also necessary to pay attention not only to inbound tourism, but also to domestic tourism. The decision to visit a city is influenced by its attractiveness and image, the availability of interesting locations and objects, the level of infrastructure development, etc. Vienna is among the Top 20 cities in the world in terms of the number of foreign tourists per year [1], according to The Global Liveability Index 2023, it is the world's leader in terms of livability [2], and it is also ranked first in terms of living standards [3]. This result was achieved, among other things, due to the effective functioning of local governments.