BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Herget Jan (University of Economics, Prague Czech Republic), Petrů Zdenka (University of Economics, Prague Czech Republic), Abrhám Josef (University of Economics, Prague Czech Republic)
Tytuł
City Branding and its Economic Impacts on Tourism
Źródło
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
Uwagi
summ.
Abstrakt
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
Pokaż
Bibliografia
Pokaż
  1. Buncle, T. (2003), Destination Branding - Caribbean Tourism Organization. Edinburgh: Yellow Railroad United Kingdom.
  2. 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
  3. Dodds, W., Monroe, K (1985), The Effect of Brand and Price Information on Subjective Product Evaluations, Advances in Consumer Research, 12, 85-90.
  4. Foster, B., Cadogan, J. (2000), Relationship selling and customer loyalty: an empirical investigarion. Marketing Inteligence & Planning, 18 (4), 185-199.
  5. Gertner, D., Kotler, P. (2004), How can a place correct a negative image? Place Branding and Public Diplomacy, 1(1), 50-57.
  6. GFK (2009), The Anholt-GFK Roper Nation Brands Index - Highlights Report. New York: Gfk Toper Public Affairs & Media.
  7. Hales, M. & Peterson, E. (2014), Global Cities Index and Emerging Cities Outlook. Chicago: A.T. Kearney, Inc.
  8. Hildreth, J. (2012), The Saffron European City Brand Barometer. London: Safron Brand Consultants.
  9. Kavaratzis, M. (2004), From city marketing to city branding: towards a theoretical framework for developing city brands, Place Branding 1, 58-73.
  10. Kavaratzis, M. (2009), Cities and their brands: Lessons from corporate branding. Branding and Public Diplomacy 5, 26-37.
  11. 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.
  12. Rossal, E. (2010), European Cities Monitor. London: Cushman & Wakafield.
  13. Seisdedos, G., Vaggione, P.(2005), The city branding processes: the case of Madrid. 41st ISoCaRP Congress 2005.
  14. Strielkowski, W. (2013), Mystery and thriller tourism: Novel solutions for European cities. Turizam: znanstveno-strucni casopis, 61(3), 277-287.
Cytowane przez
Pokaż
ISSN
2071-789X
Język
eng
URI / DOI
http://dx.doi.org/10.14254/2071-789X.2015/8-1/9
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu