Cultural Heritage and Digitalization in City Branding

In today's competitive global environment, cities are striving to stand out and be attractive to investors, visitors, and residents. City branding is an important tool to differentiate the city from its competitors and to be preferred by visitors. Every city has its own characteristics resulting from its historical development, the influence of its geography, and its social, cultural, and economic past. Therefore, the tangible and intangible cultural heritage of cities is vital for their promotion and branding. This study aims to show the importance of their cultural heritage, which is the most fundamental feature to differentiate themselves from their competitors in city branding. It is emphasized that the cultural events organized in cities or the assets specific to cities, most of which are on the UNESCO World Heritage List, have a significant impact on city branding. In addition, the chapter explains the impact of digitalization, which is one of the most important developments of our time, on city branding and cultural heritage.

City Branding: communication and marketing strategy for an island urban policy

Hoy en día, en la conocida “Sociedad de la Información”, nadie puede dudar de que el marketing y la comunicación dentro de una ciudad turística son cruciales para su existencia y desarrollo. Por ello, la investigación de la marca de la ciudad ha incrementado el interés en la literatura internacional durante los últimos años. El presente artículo se centra en la implementación de una estrategia competitiva de marca de lugar en el caso de Santa Cruz de Tenerife, una capital insular de tamaño medio para explorar el mecanismo central de este fenómeno, desde una perspectiva aplicada y como resultado de la experiencia adquirida en varios proyectos de transferencia de conocimiento liderados por los autores. Específicamente, el objetivo de esta investigación fue identificar y analizar las condiciones actuales que prevalecen en la capital de una isla periférica junto a las posibles colaboraciones entre los interesados. Una extensa investigación bibliográfica sobre el destino y la marca de la ciudad, así como estudios de casos exitosos de otras ciudades, llevaron a la formación del panel de discusión. También se lleva a cabo una investigación cualitativa, desarrollando entrevistas en profundidad con actores locales, líderes de opinión de la Administración pública y emprendedores del sector privado.

Strategi Komunikasi “City Branding” Dalam Mengembangkan Potensi Pariwisata Kabupaten Kuantan Singingi Riau

Penelitian ini bertujuan untuk mengetahui strategi komunikasi city branding dalam mengembangkan potensi pariwisata Kabupaten Kuantan Singingi Riau. Metode penelitian ini adalah menggunakan pendekatan deskriptif kualitatif. Peneliti memilih menggunakan paradigma konstruktivis karena ingin mendapatkan pengembangan pemahaman tentang City Branding. Penelitian terdiri dari beberapa tahapan, Tahap pengambilan data dilaksanakan dengan cara metode deskriptif kualitatif yaitu berupa Observasi, Wawancara, dan dokumentasi. Tahap Uji kredibilitas data dalam penelitian ini dilakukan dengan triangulasi teknik. Hasil penelitian ini adalah strategi komunikasi City Barnding, Proses penyampaian pesan terhadap citra yang dibangun melibatkan peran pemangku kepentingan, baik internal maupun eksternal seperti melibatkan peran generasi muda dalam hal ini adalah GenPI, para akademisi serta menjalin rekanan dengan media online dan cetak. Upaya yang ditempuh Pemerintah Kabupaten Kuantan Singingi adalah mengadakan pelatihan bagi SDM serta merencanakan alokasi anggaran untuk promosi pariwisata di APBD tahun berikutnya. Pola strategi komunikasi antara pemerintah daerah dengan komunitas cukup berjalan dengan baik, terbukti masih dialokasikannya anggaran untuk bidang-bidang tersebut meskipun belum maksimal. Kurang maksimalnya antara lain kurangnya sinergitas, penulis menilai hal ini dikarenakan adanya relasi kuasa yang menggeser potensi SDM yang ada.

TOURISM EXPERIENCE IN INDONESIA: A NEW APPROACH USING THE RASCH MODEL SCALE

In this paper, the research discussed analyzes the tourism experience in Indonesia, this study aims to explore the factors influencing the experience of city branding. The empirical application is based on a study of 373 visitors traveling in Indonesia, analyzed using the Rasch model. The present study aimed at a credible and accurate measurement scale that will help to clarify the definition and enhance the successful management of tourism experience. We have developed a 16-point size of tourism experience that we assume extends to many of the tourist destinations. The scale consists of six fields: hedonism, novelty, refreshment, local culture, significance, and dedication. Data are of assistance to the tourism experience's dimensional framework as well as its accuracy and validity within.

La transformación del Ensanche Heredia en Soho. Ciudades creativas, gentrificación y promoción cultural en Málaga

The Director Plan of Art District - Soho Malaga (2011-2014) is an example of the assisted transformation of the neighborhood of Ensanche Heredia by the public administration of Malaga City Hall. The Ensanche’s conversion into Art District helped as a tool to create a city branding associated with the touristic and cultural consumption, stimulating by doing so themed public spaces and privatization process. With these cultural promotion policies, and by following the logics of creative industries, Malaga intends to put itself globally on the competitive map of touristic cities, fundamentally by urban interventions with a special focus on the productive role of the city’s culture. This way, the borough, advertised as a city of museums, with the production of Soho contributed to promoting the gentrification process that the center suffers, in which culture, understood as a strategic asset commodity, has a key role. El Plan Director del Barrio de las Artes - Soho Málaga (2011-2014) supuso un ejemplo de transformación asistida del barrio del Ensanche Heredia por parte de la gestión pública del Ayuntamiento de Málaga. Esta conversión del Ensanche en barrio de las artes contribuyó a la creación de una marca de ciudad ligada al consumo turístico y cultural, estimulándose de esta manera procesos de tematización y privatización del espacio público. Con estas políticas de promoción de la cultura, y siguiendo las premisas de la industria creativa, Málaga busca posicionarse globalmente en el mapa competitivo de las ciudades turísticas, principalmente por medio de intervenciones urbanas que priman el rol productivo de la cultura en la ciudad. De esta manera, la administración municipal, publicitándose como ciudad de los museos, terminó contribuyendo con la producción del Soho a los procesos de gentrificación que sufre el centro, en los que la cultura, entendida como un activo estratégico de mercado, toma un rol principal.

Branding Kota Pinta Pada Teknologi Komunikasi Tangerang Live

Tangerang City Government is trying to ready a smart city to provide convenience in all respects, one of which is the communication technology currently being used is the Tangerang LIVE application. Indirectly this can create good branding for the Tangerang City government. The Tangerang LIVE application has not been running as it should be, so the purpose of this research is to use this application to answer the needs and desires of the people of Tangerang City. This research was conducted with quantitative methods; this method can be answered the study's purpose. Like what the government runs this smart city through this application, the population is around Tangerang City. The study results found that smart city branding influences communication technology in the Tangerang Live application. Public services and delivery of information developed through digital communication by the Tangerang City Government are more integrated, monitored, effective, and efficient for the community

City Branding and Sustainable Destination Management

The hospitality and tourism industry has struggled to deal with the challenges faced after the COVID-19 pandemic began in 2020 [...]

Проблемы иностранных студентов в университетских городах

This paper examines the problems foreign students face in university cities. This aspect seems to be especially important in the formation of a city branding strategy in the context of a “knowledge society”. The university city in this context is considered as an intellectual and social component of the image of the future of the country and a promising direction of the Siberian frontier.

Perception Measurement of City Brand Archetype in Xiamen, Zhangzhou, and Quanzhou-Based on Projection Method Analysis

City branding is the most concentrated embodiment of city image and the most valuable intangible asset of a city. City branding can attract investors, talents, tourists, and the public’s attention to the city, as well as enhance the competitiveness of the city and bring greater economic benefits and growth potential to the city. Past studies in the context of city branding systematically focus on the development, shaping and communication. Little is known on the combination of city branding and brand archetypes. The projection technique is applied for this research. The objective of this research is to explore the archetypes of city brand based on the Twelve Chinese Cultural Archetypes theory, and takes Xiamen, Zhangzhou, and Quanzhou as the examples. The research reveals that Xiamen belongs to the archetype of “Beauty”, Zhangzhou is close to the archetype of “Neighborhood”, and Quanzhou belongs to the archetype of “Benevolent”.