Detailed Information on Publication Record
2024
City marketing: how do residents perceive their home?
HERBOČKOVÁ, Lucie, Vladimír ŽÍTEK and Viktorie KLÍMOVÁBasic information
Original name
City marketing: how do residents perceive their home?
Name (in English)
City marketing: how do residents perceive their home?
Authors
HERBOČKOVÁ, Lucie (203 Czech Republic, belonging to the institution), Vladimír ŽÍTEK (203 Czech Republic, guarantor, belonging to the institution) and Viktorie KLÍMOVÁ (203 Czech Republic, belonging to the institution)
Edition
Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 2024, 1211-555X
Other information
Language
Czech
Type of outcome
Článek v odborném periodiku
Field of Study
50202 Applied Economics, Econometrics
Country of publisher
Czech Republic
Confidentiality degree
není předmětem státního či obchodního tajemství
References:
Impact factor
Impact factor: 0.400 in 2022
Organization unit
Faculty of Economics and Administration
UT WoS
001274552500002
Keywords in English
city marketing; Brno; marketing strategy; residents; image; brand
Tags
International impact, Reviewed
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.
In English
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.
Links
| MUNI/A/1533/2023, interní kód MU |
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