Stretching ties: social capital in the rebranding of Coos County, New Hampshire

Abstract

Place rebranding is gaining in popularity as cities and rural communities alike attempt to expand their revenue streams through innovative marketing strategies that seek to revitalize or create tourism destinations. These efforts tend to come about as part of an economic development strategy pursued by communities that have borne steep economic losses resulting from global economic restructuring and the decline in traditional manufacturing, agriculture, and natural-resource extraction. Author Michele Dillon explores the role of social capital in rural wealth generation by focusing on how it was used to advance place rebranding in Coos County in northern New Hampshire