City marketing: how do residents perceive their home?

HERBOČKOVÁ, Lucie, Vladimír ŽÍTEK a Viktorie KLÍMOVÁ. City marketing: how do residents perceive their home? Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration. 2024, roč. 32, č. 2, s. 1-17. ISSN 1211-555X.

Základní údaje

• Originální název: City marketing: how do residents perceive their home?
• Autoři: HERBOČKOVÁ, Lucie, Vladimír ŽÍTEK a Viktorie KLÍMOVÁ.
• Vydání: Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 2024, 1211-555X.

Další údaje

• Originální jazyk: čeština
• Typ výsledku: Článek v odborném periodiku
• Obor: 50202 Applied Economics, Econometrics
• Stát vydavatele: Česká republika
• Utajení: není předmětem státního či obchodního tajemství
• Impakt faktor: Impact factor: 0.400 v roce 2022
• Organizační jednotka: Ekonomicko-správní fakulta
• Klíčová slova anglicky: city marketing; Brno; marketing strategy; residents; image; brand
• Příznaky: Mezinárodní význam, Recenzováno

Anotace

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: Název: Směřují opatření regionální politiky k vyváženému rozvoji území?

Investor: Masarykova univerzita, Směřují opatření regionální politiky k vyváženému rozvoji území?