Moving Milan towards Expo 2015: designing culture into a city brand (original) (raw)
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Jurnal Ekonomi Bisnis dan Kewirausahaan
The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city’s brand identity and brand image, and tourists’ visiting decision. This study was done in a quantitative approach. The data was collected by distributing online questionnaire, targeting visitors of Yogyakarta city. A total of 216 respondents participated in this study, obtained using a purposive sampling method. The data was analyzed using Structural Equation Modeling (SEM) in AMOS 21.0. The results show that the city branding directly influences the brand identity and visiting decision, but does not directly influence the brand image. Furthermore, the brand identity has a positive, significant and direct influence on the brand image and visiting decision. The brand identity mediates the influence of city branding on the visiting decision. The brand identity also mediates the influence of city branding...
Destination Branding: A Review of the City Branding Literature
Mediterranean Journal of Social Sciences, 2017
While there exist studies which attempt to measure the brand equity of cities and countries from a customer perspective, there is little or no evidence regarding a thorough review of the destination branding literature from its inception to date, and more specifically about city branding. The objective of this study is thus to present a review of the literature of city branding, with the main aim of aiding tourism destination researchers who are conducting studies in this particular field. In order to conduct this review, ProQuest (ABI/INFORM) database was utilized, using the terms ‘city branding’ and ‘destination branding’ from 2005 through December 2016, as the review of the literature suggests the first traces of publications documenting 'city branding' studies appeared on 2005. This review serves as a roadmap for researchers in the field of destination branding, as it provides an overview of the concept of branding and its origins, a review of the concepts of place and d...
Heritage as a Key Element of Cities and Destinations Branding
ARChive, 2019
Today, in a globalized connected world, Nations, cities, destinations are in a continuous competition with international rivals to define their place and value among others. It’s no longer valid for cities to stand still in such competition, depending on their basic momentum of their resources to position themselves in such global contest. Branding is an essential part of the economic sustainable development of a city and marketing it as a destination for tourism. Heritage plays a central role in creating destination brand, as heritage, with its tangible and intangible qualities is a prime factor in brand creation. This paper will be discussing the role of the heritage in its brand creation in its symbolic and identity inherits. This will be executed by exploring the definitions and strategies of destination branding, its elements and means to create such brand and the contemporary means the heritage is presented on the online space
2016
This book is a part of the series titled New Directions in Tourism Analysis, by Ashgate Publishing. There is no doubt about the timeliness of the series, as it aims to fill a gap of theoretical development in tourism research. As scholars, we can not deny the abundance of empirical investigation done in the field of tourism compared to theory development. Tourism and the Branded City attempts to fill this gap by introducing us to city branding and cinematic cities. The stated aims of the book are (1) to provide an interdisciplinary theoretical basis for understanding and critiquing city branding as a cultural and political phenomenon, and (2) to introduce the audience to the practice (p.1). The predominant approach of the book is its interdisciplinary nature. It is easy to follow how this is achieved when the story of the book is understood. The book was developed after a project titled 'Branding Cities on the West Pacific Rim', by an interdisciplinary 'technology and culture' group (p.26). The study for the project has helped the group to appreciate the differences among disciplines of culture studies, psychology, new media studies, electronic business and digital technology, and yet shown how these can complement each other to make meaning of the world (p.26). Later, the two authors that have worked with the group have reflected this new un
2012
This paper explores the subjective components that make up the structure of a city's brand. Fieldwork was carried out to test a new way of assessing the public's image of a city based on the differences and similarities of perceptions between residents and tourists. The main objectives of this study were to gather sufficient information to construct a useful prototype tool for place branding analysis and city development. The approach involved using a live touristic experience "sketch coffee event", enabling the development of a qualitative and quantitative approach to create a specific index of city brand image based on lived experiences - called the NHDI score index. The findings and conclusions support the view that the approach offers a strategic way to overcome some branding problems in today's market place for cities. It provides tactical decision making frameworks for a city's spatial and urban development stakeholders.
The Dilemma of Place Branding: Transitory mega-events vs. sustainable image-building
TRANSNATIONAL MARKETING JOURNAL, 2018
The aim of this study is exploring the challenges in place branding through raising a debate on the transitory nature of mega-events vis-à-vis sustainable strategies for image-building. Food and cuisine, as part and parcel of cultural values, play a significant role in marketing places. In this context, The National Tourism Organization of Serbia (TOS) strives for building a positive and memorable image of the country based on “Soul Food” campaign. On the other hand, EXPO Milano 2015 is the case of a transitory event for analyzing the ways in which Serbia’s brand image is positioned and promoted through values, narratives, and manifestations. Unlike the examples of scholarly research focusing on countries hosting mega-events, this study investigates Serbia as a participating country in EXPO Milano 2015. The success of place branding is often attributed to long-term vision rather than short-term oriented promotion activities. Similarly, legacy is an important aspect for the success o...
Destination Branding: A Critical Overview
Journal of Quality Assurance in Hospitality & Tourism, 2012
The concepts of brand, brand image and brand personality are well documented in literature but their application to tourism and destinations is relatively new. Destinations need to create a brand to help their positioning and to emphasize the uniqueness of the place. This paper examines the concepts of brand image and brand personality and its applications in the field of tourism destinations, in order to understand the common ground as well as the boundaries between the two constructs. From the comparative analysis of concepts of brand image and brand personality, a framework which interrelates and explains the common grounds of these concepts is suggested.
Brand Element: Exploring the Effect on City Branding
International Journal of Professional Business Review
Purpose: This study evaluates the contribution of symbolic brand elements such as the destination name, logo, and tagline to forming a destination brand. Theoretical framework: Branding is identified with a symbolic element in a product. In the context of destination branding, an emblem or logo promises a tourist experience that can be remembered and associated with a particular destination by tourists or visitors. (Mihalis Kavaratzis & Hatch, 2013) Design/methodology/approach: The article reports on field research that operationalizes a theoretical framework to examine visitor perceptions of West Java—involving 322 respondents, namely visitors to tourist destinations in West Java. Findings: The name of the destination is the most contributing element to the formation of the West Java destination brand. In addition, the name of the destination is accessible for visitors to remember and influences their visit decision. However, according to respondents, taglines and logos ar...
Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran)
Space and Culture, India, 2021
The utility of the destination brand experience directly originates from the type of feelings of audiences present in a city. In this study, after recognising the components affecting the sense of place, their relationship with the tourism brand experience in the city of Shiraz, Iran was assessed, and the way the components made effects were investigated as well. To achieve this end, as stated above, this research was conducted using a case study of Shiraz city. The data collection was performed through observation and questionnaire, and the data analysis technique was a combination of quantitative (using SPSS software) and qualitative methods. The obtained results demonstrated that all factors in each form, activity and meaning components affected the sense of place in Shiraz; however, factors associated with the city’s history, such as historical attractions and famous people, had a remarkable effect when compared to others. Overall, consideration of the indicators influencing the...
2015
This paper presents an analysis on the impact generated by hosting the International Festival of Education, 2013 edition, on Iasi’s image and its contribution in the competition for winning the title "European Capital of Culture 2021". The article reviews aspects related to culture, events and city branding, the strategy and the effects of hosting a cultural event on the host city. Cultural event was discussed as a tool used for urban regeneration and branding a tourist destination. Moreover, statistics show how the event contributed to increase tourism in Iasi.