Made available in DSpace on 2014-12-17T13:53:28Z (GMT). No. of bitstreams: 1 ThaisCS_DISSERT.pdf: 1788245 bytes, checksum: 30043fe3d8b1eaf2d982bb32606e8dc3 (MD5) Previous issue date: 2010-08-20 / The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key tool used by public leaders to promote a linkage between the tourism image and urban image and involves, in addition to promoting the image of the city, the planning of interventions in urban space, trying to formulate a positive image of the city able to facilitate the deployment of capital. This research seeks to understand the nature of city marketing as part of contemporary urban management and analyzes how is its application in decisions concerning the promotion of tourism in Natal/RN. The approach of this research is qualitative, exploratory and descriptive, in which respondents were the main leaders of two of the official tourism site, the Empresa Potiguar de Promo??o Tur?stica and the Secretaria Municipal de Turismo e Desenvolvimento Econ?mico. It was found that there is a strong articulation of public power with private enterprise in the design and conduct of the actions of urban marketing, that from the survey data show that the behavior of target markets provide guidelines for taking strategic decisions relating to tourism. Sun and sea are some key elements explored to form the image of Natal and to authorize the sale of the city as a tropical paradise. However, there is an increase in the diversification of tourism products, seeking to increase flow to the segments of ecotourism, adventure, business and culture. It s also growing the use of local culture as a tourism product, however, the cultural representation focuses on superficial values and does not bring to light the social and historical richness that the city has. Public authorities use the city marketing strategies as a means able to maximize the attractiveness of Natal urban space to investors, business groups and tourists. It can be observed that urban managers seek solutions that can continuously increase the tours, which often manifests in interventions that focus the tourist areas of the city, in oposition of those who do not contribute to a positive reading of the city, which ultimately generate the worsening of spacial and social inequalities / A crescente import?ncia do turismo no conjunto das atividades econ?micas mundiais tem favorecido a intensifica??o da competi??o entre cidades que buscam criar ambientes atrativos para turistas e investidores em potencial. Tem sido comum a importa??o de pr?ticas caracter?sticas do ambiente empresarial na gest?o p?blica das cidades. O city marketing consiste num instrumento estrat?gico utilizado pelos dirigentes p?blicos para promover uma articula??o entre a imagem tur?stica e imagem urbana e envolve, al?m da promo??o da imagem da cidade, o planejamento de interven??es no espa?o urbano, buscando a formula??o de uma imagem positiva da cidade capaz de viabilizar a implanta??o do capital. Com base nessa realidade, o presente estudo busca compreender a natureza do city marketing enquanto elemento da gest?o urbana contempor?nea e analisar como se d? sua aplica??o nas decis?es relativas ? promo??o do turismo da cidade de Natal/RN. Trata-se de um estudo cuja abordagem ? qualitativa, de natureza explorat?ria e descritiva, no qual foram entrevistados os principais dirigentes de dois dos ?rg?os oficiais de turismo local, a Empresa Potiguar de Promo??o Tur?stica e a Secretaria Municipal de Turismo e Desenvolvimento Econ?mico. Constata-se que, tanto na concep??o como na condu??o das a??es de marketing urbano, h? uma forte articula??o do poder p?blico com a iniciativa privada, que a partir do levantamento de dados que revelam o comportamento dos mercados-alvo fornecem as diretrizes para que sejam tomadas as decis?es estrat?gicas relativas ? atividade tur?stica. Sol e mar s?o alguns dos principais elementos explorados para constituir a imagem de Natal e autorizar a venda da cidade como para?so tropical . Contudo, ocorre o aumento na diversifica??o dos produtos tur?sticos, buscando intensificar o fluxo para os segmentos de turismo ecol?gico, de aventura, de neg?cio e cultural. Cresce a explora??o da cultura local como produto tur?stico, no entanto, a representa??o cultural se det?m a valores superficiais e n?o traz ? tona a riqueza hist?rica e social que a cidade guarda. As autoridades p?blicas lan?am m?o das estrat?gias de marketing urbano como meio capaz de maximizar os atrativos do espa?o urbano de Natal frente a investidores, grupos empresariais e turistas. Observa-se disposi??o pol?tica em buscar continuamente solu??es que possam incrementar os roteiros tur?sticos, o que se manifesta muitas vezes em interven??es no espa?o urbano que privilegiam as zonas tur?sticas da cidade, em detrimento daquelas que n?o contribuem para uma leitura positiva da cidade, o que acaba por gerar o agravamento das disparidades socioespaciais

Šiuo metu miestai prisiima didelę atsakomybę užtikrinti komfortišką, stabilią bei patrauklią aplinką turistams, o ypač gyventojams. Tyrimo metu gauti rezultatai rodo, kad miestas turintis savo įvaizdį bei išskirtinumą pritraukia daug daugiau turistų. Kaunui svarbu keisti ir sukurti visapusiškai teigiamą įvaizdį, kuris pritrauktų daugiau miesto lankytojų. Darbo tikslas - įvertinti Kauno miesto įvaizdį. Darbo objektas: miesto įvaizdis. Darbo tikslas: Įvertinti Kauno miesto įvaizdį. Darbo uždaviniai: 1. Atskleisti teorinius miesto įvaizdžio formavimo ypatumus marketingo kontekste. 2. Atskleisti miesto prekės ženklo svarbą formuojant įvaizdį. 3. Įvertinti Kauno miesto įvaizdį. 4. Pateikti rekomendacijas Kauno miesto įvaizdžio formavimui. Probleminis klausimas. Koks yra Kauno miesto įvaizdis ir kokie veiksniai jį formuoja? Svarbiausi rezultatai. Miestas turintis savo įvaizdį bei išskirtinumą pritraukia daug daugiau turistų, bei lankytojų iš įvairių šalių, taip pat prisideda prie savo gyventojų gyvenimo kokybės didinimo. Tyrimo rezultatai rodo, kad Kaunas yra patrauklus miestas gyventi, suvokiamas kaip pramoninis ir turistinis miestas, tačiau yra daug sferų, kuriose miesto įvaizdį reikia keisti. Išvados ir pasiūlymai: Svarbu keisti ir sukurti visapusiškai teigiamą Kauno miesto įvaizdį, kuris pritrauktų daugiau miesto lankytojų. Nuolat stebint ir pritaikant įvairias naujoves, tiriant ir analizuojant esamą situaciją, Kaunas pasiektų visapusiškai teigiamą įvaizdį. / Currently, the city bears a major responsibility to ensure a comfortable, stable and attractive environment for tourists, and especially people.The results show that the city has its own image and uniqueness attracts a lot of tourists. Kaunas is important to change and create a positive image in full, which will attract more visitors to the city. The aim - to assess the Kaunas city's image. The object: The city image. Aim: To evaluate the Kaunas city's image. Tasks: 1. Reveal theoretical urban image of the peculiarities of marketing. 2. Exposing the city in shaping the brand image. 3. Rate Kaunas city's image. 4. The recommendations of Kaunas city's image. Problematic issue. What is the image of the city of Kaunas and what factors shaping it? The most important results. City with its own image and exclusivity attracts a lot of tourists and visitors from various countries, as well as contribute to its residents quality of life. The results show that Kaunas is an attractive city to live in, is perceived as an industrial and tourist city, but there are many spheres where the city's image needs to be changed. Conclusions and recommendations: It is important to change and develop fully the positive image of the city of Kaunas, which will attract more visitors to the city. Constantly monitoring and adapting the various innovations, researching and analyzing the current situation in Kaunas reach full positive image.

The thesis presents marketing of Bruntal. The main goal is to analyze the marketing mix of Bruntal and the secondary goal is to compile a recommendation that would support development of the city. At the beginning of the thesis there will be explained conception of municipality marketing and basic context concerning this topic. Afterwards the analysis of the most important city marketing elements (product, material surroundings, promotion and people) will be introduced. There will be conducted survey research focused on revealing inhabitant's satisfaction with life in Bruntal. At the end of the thesis recommendations and suggestions how to improve usage of the marketing mix will be given.

Kutná Hora is a beautiful historical city and one of most significant tourist destinations in the Czech Republic. Taking its importance into account the historical city centre of Kutná Hora became UNESCO World Heritage Site in 1995. In spite of this international recognition, the town currently has to face the problem of the decreasing number of visitors as well as their short stay. The aim of my thesis is to describe the current commercial communication of the Kutná Hora city implemented mostly by local tourism agency and to analyze its future potential. Another objective is to suggest improvements of city marketing in order to increase the city's tourism profit in future. The thesis explains the principles of marketing strategies for tourist destinations demonstrated by the example of the city of Kutná Hora. The result is based on classified literature, my own research and data delivered by experts working in the tourism field. The author gives practical recommendations which could be a basis for the future destination management of Kutná Hora city.

A context of increased competition between territories for attracting investments and people has led the cities to implement Marketing and Branding strategies. Those strategies should be adapted in order to fit the cities’ requirements and needs, consequently city managers and planners have to be initiated to those techniques. The city’s image is a central item here. Every possible asset of the city should be enhanced to improve people’s perception of the city (residents but also potential residents and visitors).   The purpose of the present study was to identify the main points that Umeå can develop to improve its image. We needed then an insight of people’s perception of the city. Also we wanted to investigate how city planners of Umeå could use the event of hosting the European Capital of Culture event in 2014 by observing people’s perception of the event. Accordingly we designed a questionnaire and got 250 valid responses including 70 from Swedish respondents and 180 from non-Swedish respondents. The findings can be used as simple pieces of advice for the city managers and planners of the city of Umeå and also to the Umeå Capital of Culture event’s staff.   To conduct our survey, we used a quantitative method and a non-probability sampling technique: the convenience one. The two versions of our questionnaire (in English and in Swedish) are composed of 28 questions divided identically in 3 parts (the first one being about the general image of the city, the second one being about the city’s performances in specific areas and the third one being about the European Capital of Culture event). We used mainly Likert-scales questions (composed of 5 items with 1 being “Totally Disagree” or “Not important at all” and 5 being “Totally Agree” or “Very Important”).   We found that among the areas investigated, culture had the greater impact on people’s perception of the city. So promoting cultural activity is a great ingredient in the “city-marketing mix”. Also the perception of the city’s economy can influence the image of this same city. Finally tourism is also a significant element of the “city-marketing mix” since it allows the image of the city to be spread all over the world.

none

For managing a city, the role of city marketing becomes more and more important. Modern cities are all hoping through every event to satisfy city residents or marketing the city externally. Therefore increase the approval rating of residents or create the image to boost the tourism or attract investors. City marketing also involved self-identification and uniqueness. Therefore, marketing framework directly impact the identification and perspectives both internally and externally. This research tracked marketing tactics of The World Games in Kaohsiung after the Mayor Chen Chu was elected. This paper also discussed the marketing framework and the reasons behind that, so the future city managers can use it as reference. The research questions as follows: 1. What framework was used in marketing the World Games in Kaohsiung? 2. Is frame alignment used? This research is based on Frame Theory as the core research structure, through newspaper reports analysis data, and concludes the framework that was used by The World Games in Kaohsiung. Also combined the in-depth interviews with the officials who are responsible for marketing The World Games. Understanding the framework and the planning that was used by the organizer to market the World Games, in order to conduct the research of this topic. The result show, the World Games in Kaohsiung existed two main frameworks including the World Games and the elected official politics needs . Under these two main frameworks also have several sub-frameworks, along with diversity tolerance values and people¡¦s affairs, which are two mixed frameworks. Between each framework have certain degree of coalition. The base of mobilization therefore extended through the framework coalition. The organizer successfully marketing the city through the World Games, also help the residents identified themselves with the city and presents the uniqueness of the city. It is also a successful politics public relations and push Mayor Chen Chun to another high point to her career. She later won the 2010 mayor election by a landslide victory, taking over 50% (52.8%) of the votes.

In order to host The World Games 2009 in Kaohsiung, all public facilities had been reconstructed in Kaohsiung city. The image of harbor industry Kaohsiung city has been changed and delivered to all over the world through the world media by The World Games. Meanwhile, it promotes the harbor real estates in Kaohsiung as well. In addition to Kaohsiung city¡¦s unique characteristics and public artistic infrastructures, the future development of harbor real estate will become an interesting and valuable issue in Kaohsiung city. This study is based on city marketing, using Analytical Hierarchy Process (AHP), Authorities Survey, and Scenarios Analysis by interviewing 22 authorities of construction companies, real estate brokers, land brokers and real estate developers. To develop a whole process of an assessment of real estate development in Kaohsiung harbor areas by inducing an assessment of real estate development in Kaohsiung harbor areas into three criteria and nine secondary criteria. Furthermore, analyze the future development of three harbor areas, include: Love Pier(which used to be called Pier 12), Glory Pier(which used to be called Pier 13), and Singuang Pier(which used to be called Pier 21). This study finds out that location is the first criterion, value is the second, and construction style is the last in assessment of real estate development in harbor areas. On secondary criteria, integration is the most important issue, convenience is the next; the subject of a talk and plasticity are the last two issues. Base on the whole assessment, Singuang Pier is the most potential area of real estate development in Kaohsiung harbor areas; Love Pier is the next consideration area. This conclusion provides real estate developers an important reference on assessment and decision-making in Kaohsiung harbor areas.

For studying the global cities famous for music, this Thesis classifies them according to four areas: Music Symbol, Music Landmark, Music Festival and Music Tradition, respectively. And then extract the successful factors for Kaohsiung city marketing use from four cases¡¦ definition, development, the role of government and business model. This study also survey music resources using Due Diligence method in Kaohsiung city. And then generalize some suggestions from comparing and analyzing some potential music resources between Kaohsiung city and the global case. Finally, this study examines all suggestions by interviewing related experts using AHP method.

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.