Local perceptions of the reimaging process : The case of the Sullivans Cove waterfront precinct

Purpose – The purpose of this paper is to explore local perceptions of the process of place reimaging, and the forces that influence this process. As locals engage with a place more frequently than visitors, they are better placed to get an “insider's view” of reimaging and the forces that influence the process. Design/methodology/approach – A case study method is employed in this paper. The case area is the Sullivans Cove waterfront precinct, located in the Australian City of Hobart. Between 1972 and 2006 this area underwent a process of reimaging; changing from a working port to a tourism, arts and entertainment precinct. Primary data are collected through semi‐structured interviews with representatives from local interest group. Secondary data are also collected from a range of government and non‐government sources. Findings – The findings of this paper are twofold. First, it finds that locals are actively engaged in the process of reimaging and are broadly accepting of the reimaging process. Second, locals identified a number of forces that influenced the process of reimaging within Sullivans Cove, and that the interplay between these factors create a more multifaceted place image. Originality/value – Little extant research has explored local perceptions of the reimaging process, and this paper brings new insights into this process.