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For the last 30 years, place marketing as a strategic process has been in the spotlight, since many places globally use promotion policies to support their images, based on their distinctive characteristics and become competitive among other places. Place marketing based on Strategic Image Management (SIM), starts from the identification of place v...
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... is the last phase. In this phase, during which the whole progress of the project ends, EMG is required to evaluate, support or reject the progress and the effectiveness of the actions that have taken place, particularly during the implementation phase (table 6, figure 6). In order to reach the final decisions, the data and the reports that have been collected will be evaluated, under the condition that firstly the appropriate databases are created. ...
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... Our findings show that the construction, communication, and management of a place's tangible and intangible qualities is as essential for experiential tourism as it is for the place itself and its branding and marketing [16]. Constructing a positive image or encounter between a place and its users, which is the main target of a place-branding and marketing strategy [14,15], is one of the primary objectives embodied in experiential activities as well. Therefore, this interplay between enhancing the qualities of a place through the development of experiential tourism product and promoting the perceptions and images of a place based on place-marketing and branding strategies is critical. ...
... Its further development requires constant feedback as well as adaptation to unforeseen conditions to become sustainable and face abrupt changes. At the same time, it is necessary to strengthen the existing infrastructures and modernize the legislation regarding tourism and its alternative forms under a climate of cooperation and solidarity at all levels [14,16]. ...
The focus of experiential tourism is for the consumer or visitor to experience the tourist destination and to actively interact with local people, cultures, and the place itself. In fact, it can be seen as a form of tourism that builds upon place identities, both tangible and intangible, by energetically introducing the visitor to the culture, history, nature, traditions, cuisine, and social life of a place. In doing so, the emotional, physical, or spiritual experience of the consumer becomes a dynamic source of place branding. The paper investigates the main features of experiential tourism in the Greek regions of Central Macedonia, and Eastern Macedonia and Thrace, and discusses their interactions with place identity. Our methodology consists of a qualitative survey based on semi-structured interviews with stakeholders and a thematic analysis to trace the main features of the experiential product and enterprises that develop such products. The paper concludes that experiential tourism in Greece bears many of the features highlighted in the literature. Furthermore, our findings underline some new aspects, especially the links between the experiential product, small and well-qualified enterprises, and a place’s tangible and intangible identities, which make experiential tourism an opportunity for locales and their branding.
... The elaboration of the SCMP for Larissa and Kozani follows a common conceptual framework based on participatory place branding, taking into account the distinctive characteristics and particularities of each city. Central to our hypothesis is the fact that the creation of a SCMP is a strategic process based on strategic actions, phases and temporal constraints (Duffy, 1995;Killingbeck & Trueman, 2002;Metaxas & Deffner, 2015). The conceptual framework includes the following steps: (a) Situation Audit Analysis using SWOT Analysis, (b) market research (Deffner & Metaxas, 2003;Jansen-Verbeke & Van Rekom, 1996;Μetaxas, 2010), (c) the development of a city marketing plan, and (d) the consultation process with the use of GOPP (Goal Oriented Project Planning) [Boutilier & Puterman, 1995;Poister & Streib, 2005] ...
The aim of this paper is to examine the relation between city/urban planning and city marketing / branding procedures through the analysis of Strategic Place Marketing implementation in two Greek cities, Larissa and Kozani. The common objective of both cases was to design and test a methodology based on participatory processes in order to plan actions that will lead to the most effective city marketing strategy for each city. The main challenge was to find a way to propose specific steps regarding the implementation of marketing plans acceptable to local stakeholders. The methodology eventually led to a consensus at local level, highlighting certain strengths and weaknesses of the cities and revealing their uniqueness. Since city marketing is connected with specific assets, urban planning and governance issues are strongly linked with its implementation. Through testing hypotheses such as planning / branding as the core of urban strategies, or the conditions under which marketing / branding can be an effective part of a wider urban development strategy, the aim is to establish whether the connections lean towards plurality or constraints.
Günümüzde pazarlama anlayışı kapsam ve içerik olarak oldukça farklılaşmıştır. Pazarlamanın temelinde yer alan mal ve hizmetlerin pazarlanması artık fikirlerin, kurumların, mekânların, şehirlerin ve ülkelerin pazarlanmasını da kapsayacak şekilde gelişmiştir. Daha temiz bir çevrede yaşamak, sağlık, eğitim, eğlence ve ekonomik açıdan daha müreffeh bir yaşamı elde etmek isteyen insanlar bu ihtiyaçlarını karşılayacak şehirleri tercih etmektedirler. Ancak şehirlerin bu özelliklere sahip olması büyük bir çaba gerektirmektedir. Bu talepleri karşılamak için birbirleri ile rekabet halinde olan şehirler, marka şehir ve şehir pazarlaması kavramlarının ortaya çıkmasına neden olmuşlardır.
Şehirlerin cazibe merkezi yerler haline gelmesinde benzerlerinden farklı olan özellikleri, hedef kitlenin zihninde farkındalık oluşturacak şekilde bir imaj oluşumuna neden olduğunda, marka olma yolunda önemli bir adım atılmış olmaktadır. Marka olma potansiyelini elde eden şehirler ise kolay bir şekilde pazarlanabilmekte ve rakiplerine üstünlük sağlayabilmektedirler. Bununla beraber 2019 yılının sonunda ortaya çıkıp kısa sürede bütün dünyayı etkisi altına alan Covid-19 salgın hastalığı, birçok konuda olduğu gibi şehir pazarlaması ve marka şehir ile ilgili kavramlara da farklı bir bakış açısı kazandırmıştır.
Bugün için pazarlama ve sürdürülebilirlik ayrılmaz bir şekilde iç içe geçmiştir. Çünkü pazarlama tüketicileri kaynaklar açısından daha sürdürülebilir davranmaları için önemli ölçüde etkiler olmuştur. Sürdürülebilir pazarlama, sürdürülebilir kalkınma için ekonomik, sosyal ve çevresel olarak gerekli olan dengeli tüketimin oluşturulmasına ve sürdürülmesine odaklanmıştır (Zulauf ve Wagner, 2021:1-2).
Covid-19 salgınının kalabalık şehirlerde turizm alanında oluşturduğu kayıplar, özellikle otel ve konaklama sağlayıcıları için yüksek nüfus yoğunluğu nedeniyle salgının erken aşamasında daha çok olmuştur. Salgın sırasında kültürel mekânların yenilikçi pazarlama modeline dayanan şehir parkları ve yemek endüstrisi daha popüler hale gelmiştir. Aynı zamanda tatillerin kırsal turizm üzerindeki etkisi dikkat çekici olmuş ve bu mekânların daha hızlı gelişmesine yardımcı olmuştur. Kırsal turizm destinasyonları, dikkatleri doğaya, altyapı iyileştirmelerine ve yoksulluğu azaltma politikalarına odaklanmaya itmiştir (Li vd.,2021:731).
Bu çalışmada marka şehir ve şehir pazarlaması kavramları özellikle Covid-19 salgını sonrası değişen ve gelişen algılarla ele alınıp, konu ile ilgili daha önce yapılmış olan çalışmalar literatür tarama yöntemi ile genel olarak değerlendirildikten sonra Muş ilinin sahip olduğu değerlerin kritiği yapılarak marka şehir olma yolundaki konumu belirlenip, şehrin pazarlanmasına olası etkileri tartışılacaktır.
The article summarizes the arguments and counterarguments in the scientific discussion on place marketing. The study's main purpose is to understand the nature and features of existing research on marketing areas to determine the direction of future research for both scientists and practitioners. Systematization of literature sources and approaches to solving the problem of marketing areas suggests that many studies in this area require a synthesis of existing research. The urgency of solving this scientific problem is that although the use of marketing in public administration has intensified in recent years, there are many problems in this area. The research of place marketing was carried out in the following logical sequence: determination of the impact of the authors, journals, and articles on territorial marketing, keyword analysis, identification of marketing clusters, visualization of scientific literature on place marketing. The study covers 1970-2021. The research object is 1611 relevant publications published in various scientific sources. The most influential journals were found to be the Journal of Business Research, Tourism Management and Marketing Theory. The most cited authors were Kavaratzis M. and Warnaby G. Most of the articles have been published by researchers from the USA, England, Italy, Canada, the Netherlands, Germany, Australia, and France. Eight key clusters were identified in the marketing of territories: politics, tourism, model, identity, place branding, residents, framework, city brand. In the last five years, most research has been devoted to placing brands, destination marketing, geographies, politics, culture, place branding, identity, tourism, involvement, governance, impact, smart city, loyalty, community. Areas of future research could include destination brand, technology, regeneration, legitimacy, experiences, word-of-mouth, attitude, reflections, memory, inequity of cities, inclusive place branding, brand equity, place attachment, place identity, and others. It is also recommended to focus on city-twinning, sister city, municipal cooperation. The study results could be helpful for companies involved in developing the brand of territories, local authorities for the development of place marketing, and scientists researching place marketing.
Leisure sport is a rising industry in recent decades. Its development speed is far more than that of other industries. Despite the rapid development of sports industry, the number of leisure sports enterprises in China is still scarce. Therefore, this paper put forward the research on the competitiveness of leisure sports, combined the data of leisure sports industry with computer technology, and solved the problem of lagging development of sports in China through statistical operation. In order to optimize the model, we added the association rule algorithm to further improve the accuracy of data, so as to further expand the leisure sports market. Through a comprehensive test of the function of the algorithm, the results show that the system is feasible in the use of the system.
