City marketing as a significant tool to enhance the regional development: the case study of Helsinki
| Autoři | |
|---|---|
| Rok publikování | 2021 |
| Druh | Článek ve sborníku |
| Konference | Marketing Identity: New changes - New challenges |
| Fakulta / Pracoviště MU | |
| Citace | |
| www | https://www.ceeol.com/search/viewpdf?id=1057708 |
| Klíčová slova | City marketing. Helsinki. Marketing strategy. Territorial marketing. |
| Popis | The article deals with the city marketing on the example of Helsinki, which has introduced this concept in its city strategy from 2016 to 2020 and is considered one of the leading European drivers in its practice. In general, the concept of city marketing is a widely discussed topic in strategic city planning in European countries, as globalisation processes are growing, and the consequences have caused increasing competition between cities. Cities are aware of their position in the market, so they have to adopt a specific strategy to direct them to attract the pre-defined target groups. The paper aims to demonstrate the successful implementation of the city marketing concept on the example of Helsinki, recognised as a small metropolis that is innovative, economically competitive, sustainable, and potentially attractive for international talents. The city of Helsinki was chosen primarily for its characteristics, even though it is a capital that attracts tourists naturally for its cultural heritage. However, Helsinki knows its position in the global attraction market and decided to concentrate on a more innovative and sustainable future than the short-term visits. The research was conducted by the descriptive case study approach through indepth desk research to describe, understand, and conclude the successful components of such a concept. |
| Související projekty: |