Abstract
Abstract. Globalization and competition between cities require a new kind of planning policy. An urban development policy, which promotes a city's attractiveness for visitors and local enterprises as well as for residents is necessary in order to profitably seil the product «city». Therefore, urban marketing is not only a public relations campaign to attract tourists and investors, but a market oriented urban development policy. This should take into account the interests and needs of all of the city's customers. All target groups should take an active part in a common vision of the future development of Basle. Regarding this, the image analysis identifies a need for action. In the perception of many people Basle lacks a clear profile. Important image factors show weaknesses, and group-specific needs are partly neglected. Especially the identification with the city and a target-oriented marketing of specific attractions should be specifically promoted.
Highlights
Ever more cities rely on urban marketing concepts to attract investment, industry and tourism
A com¬ prehensive urban marketing strategy must be based on a holistic approach, a long-term vision and clear develop¬ ment goal that takes all slakeholders into consideration
General Statements concerning unused potential, possible Solutions for image problems and concrete recommendations for action can be derived from the results of the survey presented
Summary
Ever more cities rely on urban marketing concepts to attract investment, industry and tourism. The neglected urban population needs to be recognized and addressed in order to prevent further de-urbanization. Comprehensive, holistic strategies proposing a long-term vision and clear development goals, should address and involve all sectors in the marketing process Fundamental to such a market-orientated pub¬ lic policy for urban development is a Status quo survey and analysis of the image of the city. Opening with a short description of the effects of globalization on entrepreneurial urban policy and ofthe increasing importance of city images in general, the pa¬ per focuses on the attractiveness of Basle for the local population, tourists, visitors and local businesses. The importance of an image study for the design of a holistic urban development strategy is explained
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