Search results for "City marketing"
showing 6 items of 6 documents
Improving Residents’ Quality of Life Through Sustainable Experiential Mega-Events: High- Versus Low-Context Cultures
2020
Public managers need to improve city residents’ quality of life as a first step to boost its tourism development. Marketing strategies can play a useful role, as the city marketing theory states. The present article aims to compare the efficacy of two marketing strategies embedded in a public mega-event: (a) an experiential strategy, based on emotions encourage during the event and (b) a green strategy, based on green actions linked to this event. Furthermore, following Hall’s theory of cultural determination, this article aims to compare these strategies’ efficacy in two alternative cultures: a high-context (Mexico) and a low-context culture (Spain). We contacted 202 and 204 residents in …
Smart Urban Profiling And Management – New Insights For Enhancing Innovative And Sustainable City Development
2020
Rapidly changing framework conditions for city development such as globalization, demographic trends, deindustrialization, technological developments or the increasing urbanization as well as the economic, social and political changes are profound and change our urban life. This leads, that the cities of tomorrow will differ essentially from today´s city principles. Therefore innovative, strategically wise and quick action becomes a criterion for success. Here, more than ever, local conditions and requirements must be taken into account as well as global framework conditions. The responsible parties have to set the course so that the “City” remains competitive and sustainable in the future.…
New Insights of Profile Oriented Marketing and Adaption Management for a Future-Oriented City Development
2017
The world is changing fast, and cities are facing complex transitions in economic, social and environmental areas. Therefore, the design of city systems will play an essential role in shaping a sustainable, innovative and livable future. Adaptive urban profiling was recently presented as a useful tool for municipals to enhance sustainable city development. It builds upon profile oriented marketing while including elements of adaption management. Thus, city managers can increase their cities attractiveness by providing it with a clear profile that is recognized around the world on the one hand, while flexibly adapting to change if necessary. Only an integrated approach that puts people first…
Procesos de «re-imageneering» turístico: el eclipse de la identidad local de Valencia
2011
Ostentación, abundancia y gusto por lo efímero son constantes de la naturaleza valenciana, región donde la creatividad fácil y desbordante se conjuga con una genuina vulgaridad de los sentidos. Valencia se ha mostrado siempre como un añejo escaparate natural, pero la frondosidad de su antigua huerta enmudece hoy ante ciudades temáticas de escasa raigambre en el territorio como la Ciudad de las Artes y las Ciencias. Los ciudadanos valencianos ya no se pueden identificar con marcas remitentes al «sol y playa», con abreviaturas aeroportuarias (VLC) o con eslóganes de un territorio que, tras hipotecar suelo, recursos y costumbres, sigue aún «dándote todo», según reza el eslogan turístico. Estud…
An Approach to Measuring Perceived Quality of Life in the City Through a Formative Multidimensional Perspective
2016
Cities compete to attract multinational companies, more tourism flows and to improve the quality of life of citizens. From a public service orientation, perceived quality of life should become a strategic input. In the last decades, scientists offered several alternative approaches to defining and measuring quality of life: social indicators, subjective measures and economic indices all with their strengths and weaknesses. This chapter conceptualizes and operationalizes perceived quality of life in the city from the perspective of its residents, proposing and validating a new measure with six dimensions through a formative index. The conceptual model and the hypotheses are tested using Part…
Is sustainable aligning with smartness in transport domain? – marketing perspective of smart city rankings
2022
Rising awareness of sustainable development challenges, along with the quest for optimization of the everyday functioning of the city, motivate many urban authorities to search for promising concepts and solutions. One of these is the smart city concept, which has gained governors of cities’ attention for little more than ten years.An object of research and development, it is still a distinctive feature for the cities that adopt this concept. City marketers use such distinction towards a large palette of beneficiaries of the city. At the same time, it deploys some traits suggesting synergies between the implementation of smart city solutions and sustainable development goals. The main objec…