Promoting City Branding by Defining the Tourism Potential Area Based on GIS Mapping

2017 ◽  
pp. 140-156 ◽  
Author(s):  
Ya-Hui Hsueh ◽  
Chia-Chih Chang
Keyword(s):  
Site Selection ◽  
Gis Mapping ◽  
Relative Importance ◽  
City Branding ◽  
City Marketing ◽  
Water Accessibility ◽  
Taichung City ◽  
Tourism Potential ◽  
The City ◽  
Potential Area

This chapter aims to use GIS tool to determine how to promote city by tourism development on the suburban hilly area of Taichung city, Taiwan. For creating the city branding and increasing the satisfaction to the residents or visitors of Taichung city, this chapter proposed tourism potential can be combined into city marketing as a promoting tool. The site criteria in this research for the tourism potential are based on calculating raster cells that are most suitable, and according to regression analysis the required data of site criteria include the layers of elevation variation, slope diversity, proximity to water, accessibility and service facilities for the area. In order to conduct GIS site selection analysis, all the layers were reclassified with ranks from 1~5, and each layer was assigned to relative importance based on site criteria factors. The higher cell value of the area is, the more degree of tourism potential is defined. Branding campaigns by marketing cultural attractions to demonstrate tourism potential is a tool of enhancing tourism competitiveness.

Promoting City Branding by Defining the Tourism Potential Area Based on GIS Mapping

2019 ◽  
pp. 626-642
Author(s):  
Ya-Hui Hsueh ◽  
Chia-Chih Chang
Keyword(s):  
Site Selection ◽  
Gis Mapping ◽  
Relative Importance ◽  
City Branding ◽  
City Marketing ◽  
Water Accessibility ◽  
Taichung City ◽  
Tourism Potential ◽  
The City ◽  
Potential Area

This chapter aims to use GIS tool to determine how to promote city by tourism development on the suburban hilly area of Taichung city, Taiwan. For creating the city branding and increasing the satisfaction to the residents or visitors of Taichung city, this chapter proposed tourism potential can be combined into city marketing as a promoting tool. The site criteria in this research for the tourism potential are based on calculating raster cells that are most suitable, and according to regression analysis the required data of site criteria include the layers of elevation variation, slope diversity, proximity to water, accessibility and service facilities for the area. In order to conduct GIS site selection analysis, all the layers were reclassified with ranks from 1~5, and each layer was assigned to relative importance based on site criteria factors. The higher cell value of the area is, the more degree of tourism potential is defined. Branding campaigns by marketing cultural attractions to demonstrate tourism potential is a tool of enhancing tourism competitiveness.

scholarly journals Penerapan Strategi City Branding Kabupaten Ponorogo “Ethnic Art of Java”

ARISTO ◽  
2018 ◽  
Vol 7 (1) ◽  
pp. 130
Author(s):  
Krisna Megantari
Keyword(s):  
Foreign Exchange ◽  
Communication Technology ◽  
Communication Strategy ◽  
City Branding ◽  
Branding Strategy ◽  
The World ◽  
Branding Strategies ◽  
Tourism Potential ◽  
Mapping Models ◽  
The City

This research is expected to be one of the mapping models of communication strategy problems, especially the study of city branding strategies. It is expected that the outcome obtained is to measure how a city can explore its tourism potential and then become an iconic city. The city branding strategy is a new study in the world of tourism that is closely related to the development of communication technology in synergy with marketing tourism. It cannot be denied that the city branding strategy is closely related to tourism development strategies. Because the end of the success of city branding is an increase in foreign exchange in a city. It is hoped that with this research, Ponorogo regency can clearly map the original tourism potential of the region and the city branding echoes of Ponorogo Regency will be increasingly familiar to the eyes of the Indonesian and foreign communities.

scholarly journals Strategi Komunikasi Branding Impressive Probolinggo untuk Menarik Wisatawan

Tuturlogi ◽  
2020 ◽  
Vol 1 (3) ◽  
pp. 151-163
Author(s):  
Bambang prasetyo
Keyword(s):  
Qualitative Method ◽  
Communication Strategy ◽  
City Government ◽  
Community Leaders ◽  
City Branding ◽  
Government Institutions ◽  
Education And Health ◽  
The Government ◽  
Tourism Potential ◽  
The City

Many areas in Indonesia region still have social problems such as poverty, education, and health. The problem requires the local government to conduct communication strategies by increasing regional revenues through tourism. One of the regional efforts is to attract tourists visiting, through the city branding program. This article seeks to analyze the slogan Impressive Probolinggo is related to the tourism communication strategy of the Probolinggo City Government. The data was collected through interviews with City Government institutions, community leaders, and tourist visitors in 2018. The data was analyzed using an interactive qualitative method from Miles Huberman. The results showed that the slogan Impressive Probolinggo City became a city branding the Probolinggo City Government to attract tourists. The slogan is executed through a communication strategy that includes core and field communicators, worth of mouth-based messages, diverse media platforms, and involves community engagement. The government needs to improve socialization and design a more creative and innovative communication strategy so that the tourism potential in Probolinggo city develops sustainably.

scholarly journals City Branding of Nusa Tenggara Timur through the Video Narration Exotism of Sabu Island

2020 ◽  
Vol 18 (2) ◽  
pp. 169
Author(s):  
Benedicta Yovi Claudia ◽  
Rustono Farady Marta ◽  
Ignatius Cahyanto
Keyword(s):  
Qualitative Description ◽  
City Branding ◽  
Narrative Paradigm ◽  
Regional Tourism ◽  
Tourism Promotion ◽  
Tourism Potential ◽  
Main Message ◽  
The City

East Nusa Tenggara (NTT), as one of the provinces with great tourism potential, applies city branding as a new tourism territory. This study aims to analyze (1) the meaning of the tourism promotion video Exotism of Sabu Island NTT in more depth and detail and (2) how the information messages conveyed in the tourism promotion video helped to advance the city branding of East Nusa Tenggara. This research employed a qualitative description method using Fisher's narrative paradigm, which consists of an analysis of the coherence and fidelity aspects of the narrative. The results showed that the video narrative Exotism of Sabu Island NTT has been successful in promoting East Nusa Tenggara as a new tourism territory through effective city branding. This video highlights Sabu Island, with its rich historical exoticism, landscape, and diversity of local cultural wisdom, as part of the East Nusa Tenggara province's tourism program. The main message conveyed in this video is the excellence of Sabu Island tourism, namely the exoticism of history, landscape, and diversity of local cultural wisdom. This video incorporates aspects of coherence and fidelity of the narrative that are appropriate and effective at city branding. The substance of this research provides new proposals regarding regional tourism city branding policies uploaded through promotional videos by applying the aspects of coherence and accuracy.

scholarly journals CITY-BRAND BUILDING – FROM CITY MARKETING TO CITY BRANDING

2017 ◽  
Vol 1 (14) ◽  
pp. 51
Author(s):  
Boban Melović ◽  
Slavica Mitrović ◽  
Arton Djokaj
Keyword(s):  
Historical Background ◽  
City Branding ◽  
City Marketing ◽  
Branding Strategy ◽  
City Brand ◽  
The Past ◽  
Starting Point ◽  
The World ◽  
The City ◽  
Marketing Approach

Thanks to the mobility of the population and the development of economy, nowadays much more attention is payed to the competitiveness between nations, regions and cities. In the early 90s, a special marketing trend appeared, known as "Place branding" which allows cities, regions and nations to differentiate themselves from others (competitors). Nowadays, the "city marketing" approach is a well-established practice which is widely applied by many cities all around the world. During the past 30 years, when the competition between cities became bigger and more important, city marketing approach comes to the fore more and more. Although cities can be too complex for branding or to be treated as products, however, city branding has become a widely applied practice in the past years, ever since cities began to "fight" for: tourists, residents, prestige, wealth, power, commerce, entertainment,etc. By "too complex for branding" we mean that by implementing the city branding strategy we need to keep in mind the past, the cultural identity and the historical background of the city. When we say the past, we refer to all events and happenings in one specific city. For example, Madrid, London, New York, Paris, Brussels are just a few of the largest, but also the best branded cities in the world. Indeed, all of these cities experienced terrorist attacks in their past. Experienced, but survived. However, it is obvious that these events have had a huge impact on their positioning and branding. In order to become sustainable, successful destination (city) brand development must be, first of all, original and different, but convincing (based on physical and emotional charachteristics of the destinations) and  relevant (directed towards the consumer in an appropriate way) as well. The authors' starting point is the hypothesis that the branding of cities is based on a combination of various factors and components and that with their combination we can build a recognizable image, which further contributes to higher tourism turnover and stronger competitiveness. Having in mind the previously mentioned, and when it comes to cities, marketing moves from a „city marketing“ to a „city branding“ concept. The aim of this paper is to carry out a symbiosis of key components, so we could offer guidance regarding the creation of a branding strategy to decision-makers in this field of marketing in our area.

scholarly journals Are Padang City Branding Shaping Audience Consciousness: an Semiotics Analysis of Three Padang City Branding

2019 ◽  
Vol 7 (2) ◽  
pp. 43-49
Author(s):  
Fitri Adona ◽  
Yusnani Yusnani ◽  
Sri Nita
Keyword(s):  
Cultural Values ◽  
Research Question ◽  
City Branding ◽  
City Image ◽  
Semiotic Analysis ◽  
City Marketing ◽  
Consumer Awareness ◽  
The People ◽  
Family Ethics ◽  
The City

One form of city marketing that is currently developing is the provision of city image or city branding. Brands can have 6 levels of understanding namely attributes, benefits, cultural values, personality, and users. Cultural values are very different, especially around socially embedded issues such as status, gender, family, ethics, and customs. City branding helps influence "transfer of value" by establishing a relationship between what culture sees as a desired city and a particular product. This research is a study of the city branding of Padang city or a brand that is considered to belong to Padang City, namely "Padang Your Motherland", "Serenity of Minangkabau", and "Padang Taste". To what extent does three brand of  padang city  influence consumer awareness of the values of Minangkabau culture that is dominantly adopted by the people of Padang City? Semiotic analysis and personal interviews were used to answer this research question. Some consumers are less aware of the commercial objectives of these three city branding. They don't seem to know much about the intentions of city branding makers "to play with their consciousness".

Portuguese Sardines - from the ritual to the brand

2017 ◽  
Vol 5 (2) ◽  
pp. 109-120
Author(s):  
Cecília Avelino Barbosa
Keyword(s):  
Social Construction ◽  
Place Branding ◽  
Symbolic Capital ◽  
City Council ◽  
Point Of View ◽  
City Branding ◽  
The Past ◽  
Behavioral Expression ◽  
The City ◽  
City Identity

Place branding is a network of associations in the consumer’s mind, based on the visual, verbal, and behavioral expression of a place. Food can be an important tool to summarize it as it is part of the culture of a city and its symbolic capital. Food is imaginary, a ritual and a social construction. This paper aims to explore a ritual that has turned into one of the brands of Lisbon in the past few years. The fresh sardines barbecued out of doors, during Saint Anthony’s festival, has become a symbol that can be found on t-shirts, magnets and all kinds of souvenirs. Over the year, tourists can buy sardine shaped objects in very cheap stores to luxurious shops. There is even a whole boutique dedicated to the fish: “The Fantastic World of Portuguese Sardines” and an annual competition promoted by the city council to choose the five most emblematic designs of sardines. In order to analyze the Sardine phenomenon from a city branding point of view, the objective of this paper is to comprehend what associations are made by foreigners when they are outside of Lisbon. As a methodological procedure five design sardines, were used of last year to questioning to which city they relate them in interviews carried in Madrid, Lyon, Rome and London. Upon completion of the analysis, the results of the city branding strategy adopted by the city council to promote the sardines as the official symbol of Lisbon is seen as a Folkmarketing action. The effects are positive, but still quite local. On the other hand, significant participation of the Lisbon´s dwellers in the Sardine Contest was observed, which seems to be a good way to promote the city identity and pride in their best ambassador: the citizens.

Lyon – UNESCO’s Creative City of Gastronomy?

2016 ◽  
Vol 4 (2) ◽  
pp. 126-132 ◽  
Author(s):  
Cecilia Avelino Barbosa
Keyword(s):  
Cultural Industries ◽  
Brand Positioning ◽  
City Branding ◽  
Structured Interviews ◽  
Creative Cities ◽  
Marketing Program ◽  
Creative City ◽  
Territorial Marketing ◽  
The World ◽  
The City

The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon

The impact of a mega-event on city branding: The European Capital of Culture 2010 and the image of Istanbul

2013 ◽  
Vol 3 (1) ◽  
pp. 29-50 ◽  
Author(s):  
Evinç Doğan ◽  
Ibrahim Sirkeci
Keyword(s):  
Visual Analysis ◽  
Place Branding ◽  
World City ◽  
City Branding ◽  
City Image ◽  
European Capital Of Culture ◽  
National Boundaries ◽  
Symbolic Production ◽  
The Impact ◽  
The City

This study examines the ways in which the city image of Istanbul is re-created through the mega-events within the context of the European Capital of Culture (ECoC) 2010. Istanbul “took the stage” as one of the three ECoC cities (Essen for the Ruhr in Germany and Pécs in Hungary), where the urban spaces were projected as the theatre décor while residents and visitors became the spectators of the events. Organisers and agents of the ECoC 2010 seemed to rebrand Istanbul as a “world city” rather than a “European capital”. With a series of transnational connotations, this can be considered as part of an attempt to turn Istanbul to a global city. In this study we examine posters used during the ECoC 2010 to see whether this was evident in the promoted images of Istanbul. The research employs a hermeneutic approach in which representations, signs and language are the means of symbolic meaning, which is analysed through qualitative methods for the visual data (Visual Analysis Methods), namely Semiotics and Discourse Analysis. The analysed research material comes from a sample of posters released during the ECoC 2010 to promote 549 events throughout the year. Using stratified random sampling we have drawn 28 posters (5% of the total) reflecting the thematic groups of events in the ECoC 2010. Particular attention is also paid to the reflexivity of the researchers and researchers’ embeddedness to the object of research. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatisation of culture through spectacular events. Hence enforcing a transnationalisation of the image of the city where the image appears to be almost stateless transcending the national boundaries. Findings and methodology used in this study can be useful in understanding similar cases and further research into the processes of city and place branding and image relationships. 

Sign in / Sign up

Export Citation Format

Share Document