The Image of Voivodeship Cities Among Residents: Exploring Age-Related Perspectives

• Autorzy: Ewelina Julita Tomaszewska , Ewa Glińska

Warianty tytułu

Wizerunek miast wojewódzkich w opinii mieszkańców

• Języki publikacji: EN

Abstrakty

EN

: Purpose: Image is one of the key issues in city marketing and branding. City image studies are essential tools for urban planners, social researchers as well as political decision-makers and local authorities aiming to understand how people perceive the urban space in which they live. The objective of this article is to identify the image of voivodeship cities among their residents based on the respondents' age categories. Methodology/approach: The article relies on the results of a quantitative study conducted with a sample of 728 respondents residing in selected voivodeship cities in Poland. The research tool employed in the study was a standardised survey questionnaire. Findings: The findings reveal a statistically significant difference in the assessment of the overall city image by residents across various age categories. Practical implications: This article may serve as an inspiration for city managers who, in shaping a positive image of urban centres, can communicate information about selected city attributes tailored to the chosen age category of inhabitants. Originality/value: The research results unequivocally confirm that older city dwellers appear to be more inclined to feel an emotional connection to their place of residence and express positive opinions about it. (original abstract)

Cel: Wizerunek to jedno z kluczowych zagadnień marketingu i brandingu miasta. Badania wizerunku miast są niezbędnym narzędziem dla urbanistów, badaczy społecznych, a także decydentów politycznych i władz lokalnych, których celem jest zrozumienie, w jaki sposób ludzie postrzegają przestrzeń miejską, w której żyją. Celem artykułu jest identyfikacja wizerunku miast wojewódzkich wśród mieszkańców w zależności od ich przynależności do poszczególnych kategorii wiekowych. Metodyka/zastosowane podejście: W artykule wykorzystano wyniki badania ilościowego przeprowadzonego na próbie 728 respondentów zamieszkujących wybrane miasta wojewódzkie w Polsce. Narzędziem badawczym zastosowanym w badaniu był standaryzowany kwestionariusz ankiety. Sposób rozwiązania problemu badawczego: Wyniki wskazują na istotną statystycznie różnicę w ocenie ogólnego wizerunku miasta przez mieszkańców w różnych kategoriach wiekowych. Implikacje praktyczne: Artykuł może być inspiracją dla zarządców miast, którzy kształtując pozytywny wizerunek ośrodka mogą komunikować mieszkańcom informacje o wybranych atrybutach miasta dostosowując komunikaty do wybranej kategorii wiekowej obywateli. Oryginalność/wartość dodana: Wyniki badania jednoznacznie potwierdzają, że starsi mieszkańcy miast wydają się być bardziej skłonni do odczuwania emocjonalnego związku z miejscem zamieszkania i wyrażania o nim pozytywnych opinii(abstrakt oryginalny)

Słowa kluczowe

EN

Territorial marketing; City image; Urban population

PL

Marketing terytorialny; Wizerunek miasta; Ludność miejska

• Czasopismo: Ekonomia i Środowisko
• Rocznik: 2024
• Numer: nr 1 (88)
• Strony: 1--15

Twórcy

autor

Ewelina Julita Tomaszewska

• Bialystok University of Technology, Poland

autor

Ewa Glińska

• Bialystok University of Technology, Poland

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Identyfikatory

DOI

10.34659/eis.2024.88.1.743