Conceptualizing digital placemaking in nature for wellbeing

Increased urban population has created a disconnection between humans and natural environments that needs to be recognised as a key challenge. This article proposes that disconnection from nature in urban settings can be mitigated by digital placemaking. A conceptual framework which accounts for place attachment and place branding, Social Identity Theory and nature connectedness is presented. The benefit of this approach is that it can help us understand more clearly the different dynamics involved in hybrid place experience as a driver for both social change and consumer wellbeing. This modified hybrid tripartite model creates meaningful places for consumers, fostering their attachment to the space and with others, while simultaneously enhancing their wellbeing. In addition, the model contributes to our understanding of place branding effects on consumers beyond commercial outcomes; explaining the positive effects on wellbeing of nature-based digital placemaking; and providing clarity on the role of technology in nature-based place brand experiences. In synthesising the different dimensions of the framework, potential implications for place managers, marketers and leaders are outlined.