Teritoriální marketing v inovativních městech: Případová studie města graz

2021 ◽  
Author(s):  
Viktorie Klímová ◽  
Lucie Herbočková
Keyword(s):  
Social Networks ◽  
Inner City ◽  
Large City ◽  
City Marketing ◽  
Target Groups ◽  
Main Target ◽  
Marketing Activities ◽  
The City ◽  
Desk Research

The paper deals with the issue of city marketing. By its nature, this topic is gaining importance worldwide, especially in the practical sphere. The aim of the article is to demonstrate the implementation of marketing activities on the example of a large city, which is considered modern, open, environmentally friendly, and at the same time well-developed. The city of Graz in Austria was chosen for this case study. For this purpose, in-depth desk research was carried out. The city of Graz does not have an explicitly defined marketing strategy, but how it wants to present itself can be deduced from the Smart city strategy. The implementation of marketing activities is entrusted primarily to the municipal company Holding Graz. The main target groups include visitors, residents and businesses. Most of the marketing activities relate to the promotion of the inner city. Graz uses modern marketing tools such as websites, social networks, influencers and events. The city company MCG Graz focuses on organizing events at seven different locations in Graz.

scholarly journals Analysis of Tourism Hotspot Behaviour Based on Geolocated Travel Blog Data: The Case of Qyer

2019 ◽  
Vol 8 (11) ◽  
pp. 493 ◽  
Author(s):  
Michael Kaufmann ◽  
Patrick Siegfried ◽  
Lukas Huck ◽  
Jürg Stettler
Keyword(s):  
Social Media ◽  
Target Group ◽  
Activity Level ◽  
Target Groups ◽  
Tourism Research ◽  
Tourism Management ◽  
Main Target ◽  
Marketing Activities ◽  
Travel Blog

We contribute a system design and a generalized formal methodology to segment tourists based on their geolocated blogging behaviour according to their interests in identified tourist hotspots. Thus, it is possible to identify and target groups that are possibly interested in alternative destinations to relieve overtourism. A pilot application in a case study of Chinese travel in Switzerland by analysing Qyer travel blog data demonstrates the potential of our method. Accordingly, we contribute four conclusions supported by empirical data. First, our method can enable discovery of plausible geographical distributions of tourist hotspots, which validates the plausibility of the data and its collection. Second, our method discovered statistically significant stochastic dependencies that meaningfully differentiate the observed user base, which demonstrates its value for segmentation. Furthermore, the case study contributes two practical insights for tourism management. Third, Chinese independent travellers, which are the main target group of Qyer, are mainly interested in the discovered travel hotspots, similar to tourists on packaged tours, but also show interest in alternative places. Fourth, the proposed user segmentation revealed two clusters based on users’ social media activity level. For tourism research, users within the second cluster are of interest, which are defined by two segmentation attributes: they blogged about more than just one location, and they have followers. These tourists are significantly more likely to be interested in alternative destinations out of the hotspot axis. Knowing this can help define a target group for marketing activities to promote alternative destinations.

scholarly journals Scenario Analyses of Exhaust Emissions Reduction through the Introduction of Electric Vehicles into the City

Energies ◽  
2021 ◽  
Vol 14 (7) ◽  
pp. 2030
Author(s):  
Marianna Jacyna ◽  
Renata Żochowska ◽  
Aleksander Sobota ◽  
Mariusz Wasiak
Keyword(s):  
Inner City ◽  
Electric Vehicles ◽  
Transport Model ◽  
Exhaust Emissions ◽  
Scenario Analyses ◽  
High Emission ◽  
Clean Air ◽  
The One ◽  
The City

In recent years, policymakers of urban agglomerations in various regions of the world have been striving to reduce environmental pollution from harmful exhaust and noise emissions. Restrictions on conventional vehicles entering the inner city are being introduced and the introduction of low-emission measures, including electric ones, is being promoted. This paper presents a method for scenario analysis applied to study the reduction of exhaust emissions by introducing electric vehicles in a selected city. The original scenario analyses relating to real problems faced by contemporary metropolitan areas are based on the VISUM tool (PTV Headquarters for Europe: PTV Planung Transport Verkehr AG, 76131 Karlsruhe, Germany). For the case study, the transport model of the city of Bielsko-Biala (Poland) was used to conduct experiments with different forms of participation of electric vehicles on the one hand and traffic restrictions for high emission vehicles on the other hand. Scenario analyses were conducted for various constraint options including inbound, outbound, and through traffic. Travel time for specific transport relations and the volume of harmful emissions were used as criteria for evaluating scenarios of limited accessibility to city zones for selected types of vehicles. The comparative analyses carried out showed that the introduction of electric vehicles in the inner city resulted in a significant reduction in the emission of harmful exhaust compounds and, consequently, in an increase in the area of clean air in the city. The case study and its results provide some valuable insights and may guide decision-makers in their actions to introduce both driving ban restrictions for high-emission vehicles and incentives for the use of electric vehicles for city residents.

scholarly journals The Ambiguities of ‘Sustainable’ Berlin

2020 ◽  
Author(s):  
Ares Kalandides ◽  
Boris Grésillon
Keyword(s):  
Environmental Planning ◽  
Marketing Strategies ◽  
City Marketing ◽  
Target Groups ◽  
Sustainable City ◽  
Sustainable Planning ◽  
Environmental Limits ◽  
The One ◽  
The City ◽  
Over Time

City Marketing has a strong tradition in Berlin, with two organisations, Berlin Partner and Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability has been on and off the city marketing agenda, almost exclusively in its environmental dimension. In this article we examine the current representations of Berlin as a “sustainable city” in the official City Marketing strategies. We look at how sustainability is used and instrumentalized to create a specific city profile, and also to attract particular target groups in tourism. We propose an analysis of sustainable planning in Berlin since reunification, to show how it has moved into different directions over time and how this has (or has not) been followed by City Marketing. In this endeavour we move between the existing, and as we argue deeper and more sophisticated, environmental planning of the city on the one hand, and the reductions and simplifications of City Marketing representations on the other. Finally, we argue that there are inherent contradictions in marketing a sustainable city, where both in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits.

Emotional and Subjective Volunteered Geographical Information

2017 ◽  
pp. 97-112 ◽  
Author(s):  
Jiri Panek
Keyword(s):  
Data Mining ◽  
Social Networks ◽  
Spatial Data ◽  
Large Scale ◽  
Geographical Information ◽  
Emotional Information ◽  
Spatial Features ◽  
Spatial Locations ◽  
The City

Crowdsroucing of emotional information can take many forms, from social networks data mining to large-scale surveys. The author presents the case-study of emotional mapping in Ostrava´s district Ostrava-Poruba, Czech Republic. Together with the local administration, the author crowdsourced the emotional perceptions of the location from almost 400 citizens, who created 4,051 spatial features. Additional to the spatial data there were 1,244 comments and suggestions for improvements in the district. Furthermore, the author is looking for patterns and hot-spots within the city and if there are any relevant linkages between certain emotions and spatial locations within the city.

City Boosterism through Internet Marketing

2011 ◽  
pp. 130-151 ◽  
Author(s):  
María Isabel Huerta-Carvajal ◽  
Luis Felipe Luna-Reyes
Keyword(s):  
Information And Communication Technologies ◽  
Local Governments ◽  
Communication Technologies ◽  
Strategy Development ◽  
City Marketing ◽  
The Public ◽  
Information And Communication ◽  
Marketing Activities ◽  
The City

Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic competitiveness. Information and Communication Technologies (ICT) have proven useful in supporting marketing activities in the private sector, but there is still little exploration on their use in the public sector. However, ICT effectiveness is constrained by institutional arrangements and the coordination of the marketing efforts with other government processes such as urban planning and strategy development. The purpose of this chapter is to discuss the strategic scaffolding for ICT as a key component of a city’s marketing strategy using as an example the city of Puebla in Mexico. Although city marketing efforts and ICT use are still at its initial stages in the city, lessons from current efforts in Puebla are related to the key role of stakeholder networks, ICT interoperability, Geographic Information Systems, and government program continuity.

scholarly journals Idræt og byplanlægning - med København som case

2004 ◽  
Vol 20 (1) ◽  
Author(s):  
Klaus Eskelund
Keyword(s):  
Urban Planning ◽  
Large City ◽  
Special Focus ◽  
Primary Concern ◽  
Central Section ◽  
Large Cities ◽  
City Life ◽  
New Thinking ◽  
The City

Sport and urban planning – with Copenhagen as case study This article deals with the field of sport and urban planning in large cities, with special focus on the municipality of Copenhagen from 1988-2003. In the first place a situation marked by decline is shown to have existed in the field of sport in Copenhagen over recent years (especially in the central section of the city). This provides the opportunity to pose the question of primary concern: How can sport, city life and urban planning be conceived in relation to future guidelines on the politics of sport and on urban planning in a large city such as Copenhagen? The task here is to recommend a way out of decline through an analysis of the area of “sport and urban planning”. Looked at more specifically, in an attempt to break with possibly restrictive thinking patterns, questions have to asked as to the reasoning behind existing politics on this area. What forms of authoritative and legitimate rationalization (and what conditions of power) have been dominating the politics of sport in Copenhagen from 1988- 2003? And how should future guidelines be formulated in order to make sport a more integral part of the city? On this matter a hypothesis is put forward here that sport in a municipal context is subject to a dominant planning norm, which is devoted to an idea of “obligational fellowship”, and that this norm can be restrictive in regard to new thinking on how to make sport a more integral part of the city.

scholarly journals The impact of Internet distribution systems on the promotion, sales, and quality of hotel accommodation (with 4 and 5 stars in the City of Niš)

2021 ◽  
pp. 56-72
Author(s):  
Tamara Stanković ◽  
Slobodan Čerović
Keyword(s):  
Social Networks ◽  
Distribution Systems ◽  
Focal Point ◽  
Hotel Industry ◽  
Market Demand ◽  
The Impact ◽  
The City ◽  
Hotel Accommodation

This work is a theoretical and empirical overview of the influence of IDS and social networks on the promotion, sales, and quality of hotel accommodation. The work outlines a theoretical-academic presentation and includes a case study, which was carried out through research in 4-star and 5-star hotels. The research identifies the usage and influence of IDS on promotion, sales, and quality of hotel accommodation, the key advantages of cooperation and areas where it is lacking, as well as the usage and importance of social networks in promotion and sales. The terms "IDS" and "social networks in hotel businesses", their definition and importance are presented in the theoretical part of this work. The focal point of this work is to prove the importance of applying IDS and social networks in promotion, sales, and quality of services, in addition to showing the advantages of cooperation and areas where it is lacking. Furthermore, this work emphasizes the importance of staying up to date and in agreement with the latest innovations and their usage in the hotel industry, as well as the significance of adjusting the offer and services to the market demand.

Situating the New Economy: Contingencies of Regeneration and Dislocation in Vancouver's Inner City

Urban Studies ◽  
2009 ◽  
Vol 46 (5-6) ◽  
pp. 1247-1269 ◽  
Author(s):  
Trevor Barnes ◽  
Thomas Hutton
Keyword(s):  
Inner City ◽  
New Economy ◽  
Branch Plant ◽  
The City ◽  
Geographical Context ◽  
Corporate Offices

The purpose of this paper is to make an argument about the importance of geographical context and contingency in the emergence of the new economy within the inner city. Using a case study of Vancouver, it is suggested, first, that its new economy has emerged precisely out of the peculiar trajectory of the city and is bound up with a staples economy, branch plant corporate offices, transnationalism, and mega-project orientation. Secondly, to illustrate the importance of situation and site, the paper focuses on two of Vancouver's inner-city locales: Yaletown, on the margins of the Downtown South, a former industrial and warehousing district now regarded as the epicentre of Vancouver's new economy; and Victory Square, the former commercial heart of the early Vancouver, for many years experiencing disinvestment and decline, but now on the cusp of a major revitalisation which threatens to displace long-established social cohorts.

scholarly journals Upaya Promosi Potensi Wisata Kota Denpasar Berbasis Media sosial

2018 ◽  
Vol 9 (2) ◽  
Author(s):  
Ni Wayan Rena Mariani ◽  
Anak Agung Gede Wijaya
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Digital Marketing ◽  
Tourist Attraction ◽  
Marketing Activities ◽  
Tourism Potential ◽  
Use Of Social Media ◽  
Marketing Methods ◽  
The City

Abstract - Marketing activities for tourism changes along with the development of the use of social media in the community. Traditional marketing methods that were used in marketing activities began to be shifted by digital marketing methods. One type of digital marketing method is social media marketing. Tourism official of denpasar cooperating with the Bali Tourism Board, and the Regional Tourism Promotion Agency uses social media in an effort to promote the tourism potencial of the city of Denpasar. The use of social media is very minimal in 2016 and 2017 to promote the tourism potential of the city of Denpasar. This Situation is not in line with the strategic plan of tourism official of Denpasar for 2011-2015 which states that promotion is carried out involving Information Technology. Mariani (2016) mentions that social media is very helpful in promoting a previously unknown tourist attraction into a favorite tourist attraction. When the use of social media that is very minimal by the manager, the promotion is declared successful. It is caused the strength of the content created by users of social media to introduce this attraction to other social media users. The purpose of this study is to find out the efforts made by the government in promoting tourism potential by utilizing social media. The research using quantitative and qualitative data. Quantitative data consist of number of posts, number of followers, number of likes. Qualitative data consist of social media content and data of interviews with sources. This research is a qualitative study with a case study approach. This research concludes that several social media-based promotion efforts have been carried out, namely greeting social media users through image and video content, inviting the public to attend certain tourism activities, involving social media users, and informing the calendar of events at the beginning of each month. Keywords: : Marketing, Tourism Destination, Social Media Abstrak – Kegiatan pemasaran tujuan wisata mengalami perubahan seiring dengan berkembangnya penggunaan media sosial di masyarakat. Metode pemasaran Tradisional yang dulu digunakan dalam kegiatan pemasaran mulai digeser oleh metode pemasaran digital. Salah satu jenis metode pemasaran digital adalah Pemasaran media sosial. Dinas Pariwisata Denpasar bekerja sama dengan Bali Tourism Board, dan Badan Promosi Pariwisata Daerah menggunakan media sosial dalam upaya untuk mempromosikan potensi wisata kota Denpasar. Pemanfaatan media sosial yang sangat minim pada tahun 2016 dan 2017 untuk mempromosikan potensi wisata kota denpasar tidak sejalan dengan Rencana strategis satuan kerja perangkat daerah dinas pariwisata kota denpasar Tahun 2011-2015 yang menyebutkan bahwa promosi dilaksanakan dengan melibatkan Teknologi Informasi. Mariani (2016) menyebutkan bahwa media sosial sangat membantu promosi sebuah objek wisata yang sebelumnya tidak dikenal menjadi sebuah objek wisata yang ramai dikunjungi. Dengan pemanfaatan media sosial yang sangat minim oleh pengelola, promosi dinyatakan berhasil. Hal ini disebabkan kekuatan content yang dibuat oleh para pengguna media sosial untuk memperkenalkan objek wisata ini kepada pengguna media sosial yang lain. Tujuan penelitian ini adalah untuk mengetahui upaya-upaya yang dilakukan pemerintah dalam mempromosikan potensi wisata dengan memanfaatkan media sosial. Data penelitian yang digunakan adalah data kuantitatif dan kuliatatif. Data kuantitatif yang digunakan adalah jumlah posting, jumlah follower,jumlah likes. Data kualitatif berupa konten media sosial dan hasil wawancara dengannarasumber. Penelitian ini merupakan merupakan penelitian kualitatif dengan pendekatan case study. Penelitian ini menyimpulkan bahwa beberapa upaya promosi berbasis media sosial telah dilakukan yaitu menyapa pengguna media sosial melalui content gambar dan video, mengundang masyarakat untuk hadir dalam kegiataan wisata tertentu, melibatkan masyarakat pengguna media sosial, dan menginformasikan calender of event disetiap awal bulan. Kata kunci: Pemasaran, Destinasi Wisata, Media Sosial

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