Cairns’ image as the arts and cultural destination of Northern Australia: a place brand co-creation study with young artists

Yee Mun studied the arts and culture images of Cairns with artists in the city. He found that arts and culture images shared by the artists are represented by three themes of people, environment, and way of life. The research suggests that these place images and place stories shared by the artists could potentially contribute to the foundation of a wider enhanced place brand narrative and place brand image of Cairns region beyond the current image of 'reef and rainforest'.