2024
City marketing: how do residents perceive their home?
HERBOČKOVÁ, Lucie, Vladimír ŽÍTEK a Viktorie KLÍMOVÁZákladní údaje
Originální název
City marketing: how do residents perceive their home?
Název anglicky
City marketing: how do residents perceive their home?
Autoři
HERBOČKOVÁ, Lucie (203 Česká republika, domácí), Vladimír ŽÍTEK (203 Česká republika, garant, domácí) a Viktorie KLÍMOVÁ (203 Česká republika, domácí)
Vydání
Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 2024, 1211-555X
Další údaje
Jazyk
čeština
Typ výsledku
Článek v odborném periodiku
Obor
50202 Applied Economics, Econometrics
Stát vydavatele
Česká republika
Utajení
není předmětem státního či obchodního tajemství
Odkazy
Impakt faktor
Impact factor: 0.400 v roce 2022
Organizační jednotka
Ekonomicko-správní fakulta
UT WoS
001274552500002
Klíčová slova anglicky
city marketing; Brno; marketing strategy; residents; image; brand
Příznaky
Mezinárodní význam, Recenzováno
Změněno: 12. 9. 2024 13:02, Mgr. Alžběta Karolyiová
V originále
City marketing strives to promote a specific city and its parts and emphasises its different characteristics, attractiveness, and competitive advantages. This concept is based on the idea of a high quality of life for its residents and attractive conditions for external target groups. The paper deals with city marketing in Brno, the second-largest city in the Czech Republic. The aim of this paper is to analyse the marketing activities of the city of Brno and to evaluate what image the city has in the eyes of its residents. We conducted a questionnaire surveyamong 552 residents. In addition to this quantitative approach, we also used qualitative methods consisting of interviews with experts from practice. Research has proved that the city is aware of the importance of marketing, but marketing activities have not yet been sufficiently developed. Brno is a city that is considered a good place to live, and the majority of respondents are actively interested in what is happening there. On the other hand, the city's marketing efforts are not visible enough to residents. The research points out that cities in Central Europe do not yet devote enough attention to city marketing. The paper provides policy implications for the implementation of city marketing oriented to residents.
Anglicky
City marketing strives to promote a specific city and its parts and emphasises its different characteristics, attractiveness, and competitive advantages. This concept is based on the idea of a high quality of life for its residents and attractive conditions for external target groups. The paper deals with city marketing in Brno, the second-largest city in the Czech Republic. The aim of this paper is to analyse the marketing activities of the city of Brno and to evaluate what image the city has in the eyes of its residents. We conducted a questionnaire surveyamong 552 residents. In addition to this quantitative approach, we also used qualitative methods consisting of interviews with experts from practice. Research has proved that the city is aware of the importance of marketing, but marketing activities have not yet been sufficiently developed. Brno is a city that is considered a good place to live, and the majority of respondents are actively interested in what is happening there. On the other hand, the city's marketing efforts are not visible enough to residents. The research points out that cities in Central Europe do not yet devote enough attention to city marketing. The paper provides policy implications for the implementation of city marketing oriented to residents.
Návaznosti
| MUNI/A/1533/2023, interní kód MU |
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