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Herget Jan (University of Economics, Prague Czech Republic), Petrů Zdenka (University of Economics, Prague Czech Republic), Abrhám Josef (University of Economics, Prague Czech Republic)
City Branding and its Economic Impacts on Tourism
Economics & Sociology, 2015, vol. 8, nr 1, s. 119-126, tab., bibliogr. 14 poz.
Słowa kluczowe
Marketing miejski, Turystyka, Handel międzynarodowy, Rozwój regionalny, Wzrost gospodarczy
City marketing, Tourism, International trade, Regional development, Economic growth
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)
Pełny tekst
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