Place Branding and Well-Being : A Scoping Review of Current Research

Although it is desirable to live in a place that promotes well-being, few places promote this idea as a part of place branding. This study aims to review, organize, and integrate research on the relationship between place branding and well-being, and show current research trends and future challenges. Using the methodological framework of a scoping review, this study conducted a literature review of a comprehensive collection of papers, articles, conference proceedings, and dissertations written in English through 2023, with no restrictions on publication date. We then organized and synthesized the literature on the relationship between place branding and well-being. The results suggest that research on the relationship between place branding and well-being is still in its infancy. Through classification mapping, the study revealed that the distribution of place branding consists of seven categories, whereas well-being consists of three categories. These categories provide direction for future research. This study is the first of its kind to propose classification mapping. It summarizes, organizes, and synthesizes the current state of the extant literature on the relationship between place branding and well-being, thereby clarifying research questions that should be addressed in the future.