City Branding and its Economic Impacts on Tourism

• Autorzy: Jan Herget , Zdenka Petrů , Josef Abrhám
• Języki publikacji: EN

Abstrakty

EN

Economic competition of cities from the point of view of tourism, trade and investments is becoming very intensive as the world economy goes global. Certain cities are attracting all of the assets and the attention, while others are becoming more or less invisible. One of the key prerequisities for the success of cities is their overall image, or so-called "city branding". The perception of the city affects its attractiveness to tourists, foreign investors or potential students. Marketing experts are trying to brand or rebrand cities in order to create a community where people will want to live and that will be attractive for the visitors. Our paper analyzes different approaches to city branding based on empirical statistical data analysis for assessing the relationship between quality of the city brand and average price of hotels in the city. Our results yielded a positive relationship between the value of the cities' brands and the hotel prices in the cities, although the scope is not as big as in the case of the Saffron barometer. Our findings can be ex- plained by the differing concepts of the used indexes: while CBI is more general and includes economic, education and infrastructure aspects, the Saffron barometer is much more tourism-related. (original abstract)

Słowa kluczowe

EN

City marketing; Tourism; International trade; Regional development; Economic growth

PL

Marketing miejski; Turystyka; Handel międzynarodowy; Rozwój regionalny; Wzrost gospodarczy

• Czasopismo: Economics & Sociology
• Rocznik: 2015
• Tom: 8
• Numer: nr 1
• Strony: 119--126

Twórcy

autor

Jan Herget

• University of Economics, Prague Czech Republic

autor

Zdenka Petrů

• University of Economics, Prague Czech Republic

autor

Josef Abrhám

• University of Economics, Prague Czech Republic

Bibliografia

• Buncle, T. (2003), Destination Branding - Caribbean Tourism Organization. Edinburgh: Yellow Railroad United Kingdom.
• Chiabai, A., Platt, S., & Strielkowski, W. (2014), Eliciting users' preferences for cultural heritage and tourism-related e-services: a tale of three European cities. Tourism Economics, 20(2), 263-277
• Dodds, W., Monroe, K (1985), The Effect of Brand and Price Information on Subjective Product Evaluations, Advances in Consumer Research, 12, 85-90.
• Foster, B., Cadogan, J. (2000), Relationship selling and customer loyalty: an empirical investigarion. Marketing Inteligence & Planning, 18 (4), 185-199.
• Gertner, D., Kotler, P. (2004), How can a place correct a negative image? Place Branding and Public Diplomacy, 1(1), 50-57.
• GFK (2009), The Anholt-GFK Roper Nation Brands Index - Highlights Report. New York: Gfk Toper Public Affairs & Media.
• Hales, M. & Peterson, E. (2014), Global Cities Index and Emerging Cities Outlook. Chicago: A.T. Kearney, Inc.
• Hildreth, J. (2012), The Saffron European City Brand Barometer. London: Safron Brand Consultants.
• Kavaratzis, M. (2004), From city marketing to city branding: towards a theoretical framework for developing city brands, Place Branding 1, 58-73.
• Kavaratzis, M. (2009), Cities and their brands: Lessons from corporate branding. Branding and Public Diplomacy 5, 26-37.
• Papp-Vary, A. (2011), The Anholt GMI City Brand Hexagon and the saffron European city brand barometer: a comparative study. Regional and Business Studies, 3 (1), 555-562.
• Rossal, E. (2010), European Cities Monitor. London: Cushman & Wakafield.
• Seisdedos, G., Vaggione, P.(2005), The city branding processes: the case of Madrid. 41st ISoCaRP Congress 2005.
• Strielkowski, W. (2013), Mystery and thriller tourism: Novel solutions for European cities. Turizam: znanstveno-strucni casopis, 61(3), 277-287.

Identyfikatory

DOI

10.14254/2071-789X.2015/8-1/9