City marketing: how do residents perceive their home?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F24%3A00136325" target="_blank" >RIV/00216224:14560/24:00136325 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.46585/sp32011978" target="_blank" >http://dx.doi.org/10.46585/sp32011978</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.46585/sp32011978" target="_blank" >10.46585/sp32011978</a>

Result language

čeština

Original language name

City marketing: how do residents perceive their home?

Original language description

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.

Czech name

City marketing: how do residents perceive their home?

Czech description

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.

Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

—

OECD FORD branch

50202 - Applied Economics, Econometrics

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration

ISSN

1211-555X

e-ISSN

—

Volume of the periodical

32

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

12

Pages from-to

1-12

UT code for WoS article

001274552500002

EID of the result in the Scopus database

2-s2.0-85200542948