City marketing: how do residents perceive their home?
| Autoři | |
|---|---|
| Rok publikování | 2024 |
| Druh | Článek v odborném periodiku |
| Časopis / Zdroj | Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration |
| Fakulta / Pracoviště MU | |
| Citace | |
| Klíčová slova | city marketing; Brno; marketing strategy; residents; image; brand |
| Popis | 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. |
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