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Challenges in Developing Urban Marketing Strategies: Evidence From Ekaterinburg
2018 FIFA World Cup became the first championship held in Russia and Eastern Europe. However, at that time, Russia already had experience in hosting sports mega-events such as the 2014 Winter Olympics in Sochi, the 2013 Summer Universiade in Kazan, and before that the 1980 Olympic Games in Moscow. Hosting the championship in 11 cities at once sets the 2018 FIFA World Cup apart from all these events. It gave impetus to the socio-economic development of all cities (and regions) where the matches were held, including Ekaterinburg. On the other hand, the sports mega-event provides unique opportunities for the global marketing positioning of the city. The present study examines the challenges of developing a city marketing strategy using the case of Ekaterinburg. Theoretical foundations of place marketing were employed for the analysis. Based on the critically explored concepts of place marketing and the competitiveness of the territory, the author’s 4C + 1S model was constructed. The current state of the urban environment was evaluated using a SWOT analysis conducted in a group of students. The research also analysed cities’ experience in conducting recent sports mega-events in the world and managing their facilities and infrastructure after these events. In conclusion, we formulated the proposals for Ekaterinburg’s positioning, including the improvement of the transport system, solution to environmental problems, increase in the effectiveness of the local government, and maintenance of public consensus. As a basis for specialisation, it is suggested to consider either the industry of meetings (MICE) or industrial tourism with complementary ‘natural’ and ‘historical’ directions. The proposed 4C + 1S model can be used as a methodological framework for the creation of urban marketing strategies. Additionally, the article makes a theoretical contribution to the development of place marketing. The results can be applied in further academic urban studies.
Journal Article
Social media in travel, tourism and hospitality
Social media is fundamentally changing the way travellers and tourists search, find, read and trust, as well as collaboratively produce information about tourism suppliers and tourism destinations. Presenting cutting-edge theory, research and case studies investigating Web 2.0 applications and tools that transform the role and behaviour of the new generation of travellers, this book also examines the ways in which tourism organisations reengineer and implement their business models and operations, such as new service development, marketing, networking and knowledge management. Written by an international group of researchers widely known for their expertise in the field of the Internet and tourism, chapters include applications and case studies in various travel, tourism and leisure sectors.
eBook
Urban events, place branding and promotion : place event marketing
\"Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events. With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote, and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities, and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies. This will be of great interest to upper-level students and researchers in Events Marketing and Management, Tourism and the broader field of Urban Geography. The concluding chapter also proposes future research directions\"-- Provided by publisher.
Book
Pop City
This book examines how Korean television dramas and K-pop music are employed to promote urban and rural regions within South Korea to overseas tourists. Riding the international popularity of Korean entertainment, Korean cities have actively used K-dramas and K-pop idols in advertisements designed to attract foreign tourists to their regions. By examining the process of cultural marketing, this book shows that places can be “sold” just like TV dramas and pop idols by promoting spectacular images rather than substantial physical and cultural qualities.
eBook
Harnessing place branding through cultural entrepreneurship
\"Harnessing Place Branding through Cultural Entrepreneurship draws together three overlapping relationships and knowledge domains. These are the cultural entrepreneurship/creative industries, the public and/or private philanthropic contributions that have funded artistic production and the preservation and presentation of place brands as a mechanism to revitalize local economies and communities. The book is divided into four separate parts: Part One seeks to raise the awareness that the roots of cultural entrepreneurship reach deep into the design of strategy aimed at meeting major societal challenges, which have both a global and local dimension. Part Two presents Chapters on Cases on individual places in relation to forms of cultural entrepreneurship in which creativity is considered as fluid and evolving and the individual entrepreneur's ability is enhanced by the community's governance of imagination. Part Three departs from the notion that cultural entrepreneurs use local knowledge, which is geographically and historically bounded. Part Four concludes, draws implications and suggests further research.\"--Publisher's website.
Book
Community newspapers and the japanese-american incarceration camps
Though much has been said about Japanese-American incarceration camps, little attention is paid to the community newspapers closest to the camps and how they constructed the identities and lives of the occupants inside.
eBook
Respect and the city: the mediating role of respect in citizen participation
Purpose - To develop a city, officials frequently invest a great deal of taxpayers' money in large-scale place development projects, which are often sparsely supported by the citizens because such projects often lead to unwanted effects (such as gentrification). This results in conflicts between planners and citizens, which are expressed in public protest and resistance. The instrument of citizen participation is repeatedly raised as a solution for such conflicts, but it remains unclear how and especially why this concept should be effective. The purpose of this paper is to empirically highlight the mediating role in this process: the feeling of being respected. By this means, the paper will contribute to a better general understanding of citizen participation. Design/methodology/approach - In an experimental scenario study (n=368), different types of citizen participation (i.e. cases where the result was binding for the city vs non-binding) were researched using a between-groups design. To validate results, in a second step, the outcome was discussed with three experts, all of whom have worked in the field. Findings - Surprisingly, it seems that neither the type of participation nor satisfaction with the project makes a difference with regards to citizen satisfaction, but simply the condition of being asked. One could argue that the feeling of being respected is the main mediator in this process. These results show the effectiveness of the participation tool in general, and give a possible explanation for this effect. Originality/value - This paper concentrates on the variables underlying citizen participation. It shows empirically that the feeling of being respected is the mediator within this process. By this means, the paper offers a valuable insight into citizen participation in general and discusses its usage in place marketing.
Journal Article