After the revolutionary progress of communication instruments and transportations, the whole world entered the new era called globalization. However, the trend of globalization had brought great impacts on each nation¡¦s society, politics and economics; as a result, each nation has faced the crisis of development. In order to reverse this situation, some scholars start to encourage every city to construct and develop city image and take the idea of marketing for another purpose: to popularize city image for raising the regional competitiveness In this paper, experiential marketing and experiential value will be used as the theoretical foundation for discussing its effects on the communication outcome of city image. Furthermore, this research will also include demographic variables in order to discuss whether or not demographic variables may have influence on citizens¡¦ vibration on city image, According to the research outcome, it reveals that experiential marketing and experiential value do have impacts on the communication outcome of city image; besides, it also reveals that demographic variables do explain citizen¡¦s different vibration on city image. At the end of this paper, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.

To enhance the living quality and tourism, Taiwan government encourages countries and cities to held more colorful activities of local festivals, which can draw a big crowd of foreign sightseers and prosper local economy. Taiwan is abundant in folk cultures; therefore, most local governments is actively promoting some place marketing programs rich in local characteristics, such as ¡§Love River Lantern Festival¡¨, ¡§Tungkong Tuna Cultural Festival¡¨, ¡§Machu Cultural Festival¡¨, ¡§The Yenshui Fireworks Festival¡¨, and ¡§Chamomile Blooming Season¡¨. The above cultural activities are well known not only islandwide but also worldwide. For the past few years, Kaohsiung City government has been deliberately shaping the city with ¡§water¡¨ and ¡§light¡¨. Love River is generally acknowledged as the most representative symbol of Kaohsiung. Nowadays, Kaohsiung has become one of the most beautiful cities in Taiwan and Love River should take most of the credits. Besides, this successful city marketing experience of Kaohsiung now is the legend in Taiwan. This study is based on two theories¡Ð¡§Place Marketing Theory¡¨ and ¡§City Image Theory¡¨. By reviewing lots of literature, summarize some factors, criteria, and alternatives that may be related to Love River environmental image. Then, through in-person expert interviews and questionnaire survey, apply AHP (Analytic Hierarchy Process) to sort out the priorities of the factors, the criteria, and the alternatives. The outcomes are as follows: 1.The priorities of the three factors on the second layer are¡Ð¡§Specific Architecture Clusters¡¨ goes first, ¡§Blue & Green Belt System¡¨ second, and ¡§ Traditional Cultural Festivals¡¨ last. 2.The priorities of the twelve criteria on the third layer are¡Ð ¡§River-Bank Facilities¡¨ goes first, ¡§Culture Heritage And Historic Sites¡¨ second, ¡§Riverfront Parks¡¨ third, ¡§River Channels¡¨ fourth, and ¡§Bridges¡¨ fifth. 3.The priorities of the three alternatives on the fourth layer are¡Ð ¡§The symbol of Kaohsiung Area¡¨ goes first, ¡§Promotion Of Local Tourism and Food & Drink Industry ¡¨ second, ¡§Love River Carnival¡¨ last.

Investigation into city image business cluster and citizen' joinning.

<p>The purpose of this study is to ascertain how present methods in branding, used in private sector companies, are or could be transferred to the public sector organizations.</p><p>It is done by means of a case study of Micasa Fastigheter done through participating observation. It also includes a survey of key decision makers included in the branding process, on different political and administrative levels.</p><p>Swedish municipalities’ and county councils spend over 50 percent of the Swedish gross national product, their operations affect most individuals just about every day and information and advertising from and about the operations of public sector organizations (PSOs) is vital for the existence of the citizens. How the PSOs communicate what they spend the tax payers’ money on has its own set of rules. The operations of PSOs are controlled by quite a number of laws and regulations. None of the laws apply directly to the methods of communication, yet PSOs have historically been very strict with most types of marketing. The results show that in the last couple of years this has changed and municipalities in particular have started to actively work on and communicate its brands. Stockholm is no exception. The reason for the change is the development of marketing in non-profit organizations, the occurrence of social marketing and image marketing and possibly the globalization and Internet.</p><p>Micasa Fastigheter is a municipal company that has gone through a branding process during the past 2.5 years. The company has step by step passed through the same stages in its branding process as a private company, the only exception being the very little advertising. It is thus possible for a municipal company to brand itself without clashing with the laws and regulations that govern the public sector. A result that, according to my survey, is due to a maturity in marketing issues amongst decision makers in the City of Stockholm, a general focus in the Swedish society on branding and, the people in charge of the branding process.</p><p>A look at the municipality of Stockholm is a good start since most trends start in the capital but a more thorough look at a substantial number of Swedish municipalities would be interesting for future study.</p>

The purpose of this study is to ascertain how present methods in branding, used in private sector companies, are or could be transferred to the public sector organizations. It is done by means of a case study of Micasa Fastigheter done through participating observation. It also includes a survey of key decision makers included in the branding process, on different political and administrative levels. Swedish municipalities’ and county councils spend over 50 percent of the Swedish gross national product, their operations affect most individuals just about every day and information and advertising from and about the operations of public sector organizations (PSOs) is vital for the existence of the citizens. How the PSOs communicate what they spend the tax payers’ money on has its own set of rules. The operations of PSOs are controlled by quite a number of laws and regulations. None of the laws apply directly to the methods of communication, yet PSOs have historically been very strict with most types of marketing. The results show that in the last couple of years this has changed and municipalities in particular have started to actively work on and communicate its brands. Stockholm is no exception. The reason for the change is the development of marketing in non-profit organizations, the occurrence of social marketing and image marketing and possibly the globalization and Internet. Micasa Fastigheter is a municipal company that has gone through a branding process during the past 2.5 years. The company has step by step passed through the same stages in its branding process as a private company, the only exception being the very little advertising. It is thus possible for a municipal company to brand itself without clashing with the laws and regulations that govern the public sector. A result that, according to my survey, is due to a maturity in marketing issues amongst decision makers in the City of Stockholm, a general focus in the Swedish society on branding and, the people in charge of the branding process. A look at the municipality of Stockholm is a good start since most trends start in the capital but a more thorough look at a substantial number of Swedish municipalities would be interesting for future study.

The aim of this study is to understand the limits of spatial transformations of architectural images in cinema. In this exposition the architectural city images are analyzed with referenced to case study by reading the representation of space and city in model film Renaissance which in the city becomes notion. The interaction between architecture and cinema is discussed by using concepts such as space, time, perception, framing, editing and continuity in addition to their relations with future cities and spatial designs in these worlds.

For Taiwanese new row mian is small food and is also one part of life and history. By promotion of Taipei International New row, Taiwanese can know and place importance on this traditional small food. In addition, Taipei International New row can improve the business of new row mian industry and city awareness of Taipei in the whole world. City Marketing become a top priority of each government. Therefore,in this thesis take Taipei International new row mian Festival for example and take advantage of research method, like observation, doing the literature review, case studies and interviews. I hope that this thesis can conduct the Key factor of City Marketing strategy, give some recommendations and references for research institution¡Bnon-governmental groups and government. I propose some recommendations as follows: 1¡B Organization of plan group must be integrity and resources must be integrated 2¡BGive target market strong attraction and strengthen city position 3. Strengthen the connections with the product and target market

Ulricehamn – Overgrown small town or Beautiful lake town? - a study about Ulricehamn’s image of today and future profile Branding is increasingly being used as a concept to distinguish places and cities. Cities have long been in need of differentiating themselves from each other (Kavaratzis &amp; Ashworth, 2004). Place branding has become a daily occurrence for cities, municipalities and countries. Construction of a city’s brand comes from its structure, communication and care of its image. It concerns visitors as well as the people who live in the city. Place branding can also be seen as place management. It aims to change how the city is being perceived by specific target groups. It may involve creating an identity with a personal, unique and original value, impossible for other cities to copy. It involves combining the activities and characteristics of a city’s image along with the chemistry from the people who live there. The city is a potential destination for visitors. The tourism industry is growing in Sweden (Turismen i Sverige – 2007). Municipalities and regions increasingly invest in their tourism. The city is also a place for living and working. Many cities strive to keep their inhabitants and to not become so called “emigrate cities” (www.scb.se). For cities to communicate a positive profile, it means that all inhabitants must first carry a positive image of their home town and act as local ambassadors. We have chosen a small city in Sweden - Ulricehamn - to see how they work to manage the profile and the image of the city to correspond with the people who live in the city. We have done a qualitative interview and a qualitative text analysis with focus on the planned marketing material for Ulricehamn. Further we have carried out a survey to find out what the image of Ulricehamn is among the inhabitants of the city. How close is the future and preferred profile in comparison to the image of today, seen from the perspective of Ulricehamn’s inhabitants’? Our results show that there is a gap between the future, preferred profile and the image of today having conducted a study of the people who live in Ulricehamn. The visionary profile is modern and offers attractive living, education and job prospects. The people who live in Ulricehamn think that it is a pleasant and beautiful city however the negative aspects are that it is boring with a limited range of jobs and entertaining. The positive attitudes toward Ulricehamn are related to its beautiful surroundings and the many leisure time activities. Negative attitudes are related to the poor offer of entertainment, culture, shopping etc. The management of Ulricehamn, including Näringsliv Ulricehamn AB (a company under development, starting May 1st 2008) is now facing the challenge to get the identity, the position and the image of Ulricehamn to overlap. The people who live in Ulricehamn are an important factor in creating a strong brand for the city. / Ulricehamn – Förvuxen byhåla eller vacker sjöstad? - en studie om Ulricehamns nutida image och framtida profil Varumärkesbyggande blir alltmer vanligt förekommande som koncept för att särskilja platser och städer. Städer har länge haft ett behov av att differentiera sig från varandra (Kavaratzis &amp; Ashworth, 2004). Platsmarknadsföring har blivit en vardaglig företeelse för städer, kommuner och länder. Framställningen av en stads marknadsföring beror på uppbyggnaden, kommunikationen och skötseln av stadens image. Det berör både dem som besöker staden och de som bor i den, det vill säga invånarna. Varumärkesbyggande av en stad kan även ses som en strategi för styrning (ibid.). Det handlar mycket enkelt om att förändra hur staden upplevs av specifika målgrupper, till exempel att skapa en identitet med ett eget, unikt värde som är originellt och som inte går att kopiera av någon annan stad. Det innefattar handlande och aktiviteter som karaktäriserar imagen av staden och kemin bland dem som bor där. Staden är en destination för potentiella besökare (ibid.). Turismen i Sverige växer (Turismen i Sverige - 2007) och kommuner och regioner satsar alltmer på sin besöksnäring. Staden är även en plats för boende och arbete. Många kommuner arbetar för att behålla sina invånare och inte bli så kallade utflyttningskommuner (www.scb.se). För att förmedla en framgångsrik profil av en stad krävs det att invånarna i staden har en positiv image av sin egen stad och att de agerar som bra ambassadörer. I vår undersökning har vi valt att se hur en liten kommun i Sverige, Ulricehamns kommun i Västra Götaland, arbetar med att få profil och image att stämma överens bland de befintliga invånarna. Vi har genom en kvalitativ intervju och en kvalitativ textanalys undersökt det material som ligger till grund för kommunens framtida marknadsföringsarbete. Vidare har vi genom enkätintervjuer undersökt Ulricehamns kommuns invånares image av Ulricehamn som stad. Hur väl stämmer den framtida, önskade profilen överens med den nutida imagen, sett från invånarnas perspektiv? Det visade sig att det finns ett visst glapp mellan Ulricehamns önskade, framtida profil och Ulricehamns invånares nutida image av staden. I den framtida profilen är Ulricehamn en modern stad och erbjuder attraktiva boenden, utbildningar och arbeten. Invånarna i Ulricehamn tycker idag att Ulricehamn är en vacker och trevlig, men tråkig stad med begränsat utbud av det mesta, bland annat arbeten och nöjesaktiviteter. Den mest positiva attityden till Ulricehamn är relaterat till den vackra naturen och de många fritidsaktiviteterna. Negativa attityder kommer till uttryck bland annat i avsaknad av nöjen shopping och andra aktiviteter. Kommunledningen och Näringsliv Ulricehamn AB (ett bolag under utveckling med start 1 maj, 2008) måste få identitet, position och image att stämma överens. Stadens egna invånare är en viktig grund till att skapa ett starkt varumärke av Ulricehamn.

<p>Ulricehamn – Overgrown small town or Beautiful lake town?</p><p>- a study about Ulricehamn’s image of today and future profile</p><p>Branding is increasingly being used as a concept to distinguish places and cities. Cities have long been in need of differentiating themselves from each other (Kavaratzis & Ashworth, 2004). Place branding has become a daily occurrence for cities, municipalities and countries. Construction of a city’s brand comes from its structure, communication and care of its image. It concerns visitors as well as the people who live in the city. Place branding can also be seen as place management. It aims to change how the city is being perceived by specific target groups. It may involve creating an identity with a personal, unique and original value, impossible for other cities to copy. It involves combining the activities and characteristics of a city’s image along with the chemistry from the people who live there. The city is a potential destination for visitors. The tourism industry is growing in Sweden (Turismen i Sverige – 2007). Municipalities and regions increasingly invest in their tourism. The city is also a place for living and working. Many cities strive to keep their inhabitants and to not become so called “emigrate cities” (www.scb.se). For cities to communicate a positive profile, it means that all inhabitants must first carry a positive image of their home town and act as local ambassadors.</p><p>We have chosen a small city in Sweden - Ulricehamn - to see how they work to manage the profile and the image of the city to correspond with the people who live in the city. We have done a qualitative interview and a qualitative text analysis with focus on the planned marketing material for Ulricehamn. Further we have carried out a survey to find out what the image of Ulricehamn is among the inhabitants of the city. How close is the future and preferred profile in comparison to the image of today, seen from the perspective of Ulricehamn’s inhabitants’?</p><p>Our results show that there is a gap between the future, preferred profile and the image of today having conducted a study of the people who live in Ulricehamn. The visionary profile is modern and offers attractive living, education and job prospects. The people who live in Ulricehamn think that it is a pleasant and beautiful city however the negative aspects are that it is boring with a limited range of jobs and entertaining. The positive attitudes toward Ulricehamn are related to its beautiful surroundings and the many leisure time activities. Negative attitudes are related to the poor offer of entertainment, culture, shopping etc. The management of Ulricehamn, including Näringsliv Ulricehamn AB (a company under development, starting May 1st 2008) is now facing the challenge to get the identity, the position and the image of Ulricehamn to overlap. The people who live in Ulricehamn are an important factor in creating a strong brand for the city.</p> / <p>Ulricehamn – Förvuxen byhåla eller vacker sjöstad?</p><p>- en studie om Ulricehamns nutida image och framtida profil</p><p>Varumärkesbyggande blir alltmer vanligt förekommande som koncept för att särskilja platser och städer. Städer har länge haft ett behov av att differentiera sig från varandra (Kavaratzis & Ashworth, 2004). Platsmarknadsföring har blivit en vardaglig företeelse för städer, kommuner och länder. Framställningen av en stads marknadsföring beror på uppbyggnaden, kommunikationen och skötseln av stadens image. Det berör både dem som besöker staden och de som bor i den, det vill säga invånarna. Varumärkesbyggande av en stad kan även ses som en strategi för styrning (ibid.). Det handlar mycket enkelt om att förändra hur staden upplevs av specifika målgrupper, till exempel att skapa en identitet med ett eget, unikt värde som är originellt och som inte går att kopiera av någon annan stad. Det innefattar handlande och aktiviteter som karaktäriserar imagen av staden och kemin bland dem som bor där. Staden är en destination för potentiella besökare (ibid.). Turismen i Sverige växer (Turismen i Sverige - 2007) och kommuner och regioner satsar alltmer på sin besöksnäring. Staden är även en plats för boende och arbete. Många kommuner arbetar för att behålla sina invånare och inte bli så kallade utflyttningskommuner (www.scb.se). För att förmedla en framgångsrik profil av en stad krävs det att invånarna i staden har en positiv image av sin egen stad och att de agerar som bra ambassadörer.</p><p>I vår undersökning har vi valt att se hur en liten kommun i Sverige, Ulricehamns kommun i Västra Götaland, arbetar med att få profil och image att stämma överens bland de befintliga invånarna. Vi har genom en kvalitativ intervju och en kvalitativ textanalys undersökt det material som ligger till grund för kommunens framtida marknadsföringsarbete. Vidare har vi genom enkätintervjuer undersökt Ulricehamns kommuns invånares image av Ulricehamn som stad. Hur väl stämmer den framtida, önskade profilen överens med den nutida imagen, sett från invånarnas perspektiv?</p><p>Det visade sig att det finns ett visst glapp mellan Ulricehamns önskade, framtida profil och Ulricehamns invånares nutida image av staden. I den framtida profilen är Ulricehamn en modern stad och erbjuder attraktiva boenden, utbildningar och arbeten. Invånarna i Ulricehamn tycker idag att Ulricehamn är en vacker och trevlig, men tråkig stad med begränsat utbud av det mesta, bland annat arbeten och nöjesaktiviteter. Den mest positiva attityden till Ulricehamn är relaterat till den vackra naturen och de många fritidsaktiviteterna. Negativa attityder kommer till uttryck bland annat i avsaknad av nöjen shopping och andra aktiviteter. Kommunledningen och Näringsliv Ulricehamn AB (ett bolag under utveckling med start 1 maj, 2008) måste få identitet, position och image att stämma överens. Stadens egna invånare är en viktig grund till att skapa ett starkt varumärke av Ulricehamn.</p>

We live in an image world nowadays. The government propagates policy to civilians using various kinds of visual media for communication. Dwellers make sense of temporality and space of the city through eyes and brain. Yet, any official expectation that citizens would agree with the city image will not be achieved without prior knowledge of citizens' value system. In the meantime, building city image is a strategy of enhancing competitiveness of a city. Adopting Zaltman method of elicitation technique (ZMET), this research explores the mind maps of six Kaohsiung city marketers, also city dwellers, by a series of visual elicitation. The end result is the consensus map that reflects their common thought or value system. Research finds that the prime values of their city image are aesthetics, romance, vigor, happiness, subjective well-being, and localism. Their importance is in that order. These findings not only reflects city marketers' core value but contributes to future projection and marketing of Kaohsiung's city image.