Urban Marketing Research Articles

The Impact of Short Media Videos on Urban Tourism Marketing: Taking Zibo and Xi'an as Examples

In the era of new media, short videos as an innovative means of communication have led to significant changes in the promotion strategies of tourist cities. The prosperity of the tourism industry has a significant driving effect on local economic growth, and marketing strategies are the key to the progress of the tourism industry. Through efficient marketing methods, the visibility of tourist attractions and cities can be significantly improved, thereby attracting more tourists and injecting new vitality into the local tourism industry and the overall economy. At present, with the rapid development of short video platforms such as TikTok and the sharp increase in the number of users, short video marketing has gradually received widespread attention from industry professionals and the general public. Some cities have achieved good results in tourism marketing implemented with the help of short video platforms, prompting more cities to use short videos for marketing activities. However, short videos also negatively impact urban tourism marketing, reducing the appeal of TikTok marketing to audiences. Therefore, this article conducts in-depth research on the impact of short video media on urban tourism marketing, elaborates on the advantages, analyzes the impact, proposes strategies for the application, and hopes to provide a reference for cities to use short videos for tourism marketing.

Urban Marketing Analysis from the Perspective of Social Media: Image Marketing Based on Regional Stereotypes

Urban Marketing Analysis from the Perspective of Social Media: Image Marketing Based on Regional Stereotypes

Location and Brand Image Outshine Price in Homebuyer Decisions in Indonesia

General Background: The increasing population in Medan has led to a rising demand for housing, prompting competition among companies to provide secure and comfortable upper-middle-class residences. Specific Background: Citraland Helvetia serves as a case study to understand the dominant factors influencing consumer decisions in purchasing homes. This study specifically investigates whether price, location, promotion, brand image, and facilities significantly impact the purchase decisions at Citraland Helvetia. Knowledge Gap: Previous research has not conclusively identified which factors are most influential during the product launch phase for residential properties in this region. Aims: This study aims to identify the dominant factors affecting consumer purchasing decisions during the product launch of Citraland Helvetia, focusing on location, brand image, and price. Results: The study found that location and brand image are the two most influential factors in the decision-making process, while price has a significant impact but is not as dominant. Promotion and facilities also positively influence purchasing decisions. Novelty: The research provides empirical evidence highlighting the critical role of location and brand image over price during the initial launch phase, which contrasts with the common perception that price is the primary determinant. Implications: These findings suggest that developers should prioritize strategic location selection and strong brand image development to attract buyers. Enhancing these elements can lead to better consumer satisfaction and potentially higher investment returns. The study's insights can inform future urban development and marketing strategies in the housing sector, particularly in emerging urban areas like Medan. Highlights: Dominant Factors: Location and brand image drive home purchase decisions. Price Impact: Less significant during initial product launch phase. Strategic Focus: Prioritize location and brand image for buyer attraction. Keywords: Housing demand, Medan, Consumer decision, Location, Brand image

THE ROLE OF MUSIC FESTIVALS IN SHAPING DESTINATION BRANDING AND IMAGE IN TWO HUNGARIAN REGIONAL CENTERS

Urban marketing with culture-led urban development has a growing importance for contemporary cities. In a global competition, cities must stand out and attract tourism, investment, and cultural activities. Consequently, their image should be constantly improved. City branding provides strategies for enhancing a city's public image – thus, becoming more and more attractive. Events and festivals, like popular music festivals, offer valuable opportunities for promoting cities and boosting tourism. The aim of this research is to explore the potential of music festivals in building city image and integrating it into the broader branding processes. The results are based on semi-structured interviews and a questionnaire survey. The findings support the hypothesis that festivals can significantly raise destination awareness, and shape image, and through them, a wider audience can be reached. Festival uniqueness and appropriate venue choices facilitate seamless integration into the host city 's tourism – thus decision-makers should pay attention to this issue and facilitate coordination between stakeholders.

BiasBuster: a Neural Approach for Accurate Estimation of Population Statistics using Biased Location Data.

While extremely useful (e.g., for COVID-19 forecasting and policy-making, urban mobility analysis and marketing, and obtaining business insights), location data collected from mobile devices often contain data from a biased population subset, with some communities over or underrepresented in the collected datasets. As a result, aggregate statistics calculated from such datasets (as is done by various companies including Safegraph, Google, and Facebook), while ignoring the bias, leads to an inaccurate representation of population statistics. Such statistics will not only be generally inaccurate, but the error will disproportionately impact different population subgroups (e.g., because they ignore the underrepresented communities). This has dire consequences, as these datasets are used for sensitive decision-making such as COVID-19 policymaking. This paper tackles the problem of providing accurate population statistics using such biased datasets. We show that statistical debiasing, although in some cases useful, often fails to improve accuracy. We then propose BiasBuster, a neural network approach that utilizes the correlations between population statistics and location characteristics to provide accurate estimates of population statistics. Extensive experiments on real-world data show that BiasBuster improves accuracy by up to 2 times in general and up to 3 times for underrepresented populations.

Urban commercial marketing and economic factors, an evidence from Mashhad (Iran)

The present study attempts to spatial and temporal analysis of the reactions between urban commercial marketing and influencing economic factors in Mashhad City (Iran). For this purpose, statistical and spatial data from 18 selected commercial complexes and trading towers were collected using official documents, fieldwork observations, and surveys of some interviews for time windows of 2010 and 2020. The total annual revenue, as the commercial marketing indicator, was chosen as the dependent variable to indicate the mean productivity and profitability of shop stores in the case studies. Besides, eight factors, including commercial marketing and urban regional characteristics were chosen as independent factors. Results revealed that the mean values of commercial interest rates were recorded equal to 0.71 and 0.64 in 2010 and 2020, revealing the overall decrease in profitability of the commercial complexes within the recent decade. Despite the growing rate of construction of renewal mega projects and trading towers in the central district of Mashhad City, the marketing revenues and commercial interests had no positive relationships with city center profits in the recent decade. The land price market has severely changed the spatial structure and economy of Mashhad, such as commercial projects and marketing. It means that the main motivation for marketing in commercial complexes can be considered as regional land values instead of the traditional function of the religious city center.

A Multi-Dimensional Analysis of the J Museum Cluster in Urban Renewal and Marketing: A Case Study Approach

A Multi-Dimensional Analysis of the J Museum Cluster in Urban Renewal and Marketing: A Case Study Approach

Emotions or numbers in tourism advertisements? A comprehensive analysis of two neighboring destinations in the pre- and post-COVID-19 period

PurposeBy analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.Design/methodology/approachThis study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.FindingsThis study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.Originality/valueBeing the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

ВЗАЄМОЗВ’ЯЗОК ЕКОНОМІЧНОГО РОЗВИТКУ МІСТА ТА МАРКЕТИНГУ ТЕРИТОРІЇ

This article examines the theoretical and methodical aspects of territory marketing. The use of territory marketing tools is aimed at active interaction with the potential market, in particular, consumers of territorial services. The further development of the country involves the introduction of strategic and tactical tools for marketing territories. For the effective use of marketing opportunities of a specific city (village, community), forecasting is carried out, based on a comprehensive analysis of the potential of markets in a certain territory. Management of the socio-economic development of a modern city can be carried out through the performance of basic functions. These functions include planning to achieve strategically important indicators of the city's development, organization, motivation and coordination of the activities of all subjects and objects of management in order to achieve the planned indicators, as well as the function of auditing the effectiveness of such activities. In market conditions, the internal needs and development trends of the city, considered as a social organism, are increasingly taken into account. Territorial marketing acts as a tool for the strategic development of the territory and the most comprehensive approach to solving its problems. Marketing possibilities of the territory represent attractive directions of action for the purpose of socio-economic development of this region. Territorial marketing contributes to the coordination of mutually beneficial interests of various entities operating in the territorial market. The article considers the key components of urban marketing, as well as the conditions and tools for the prospective development of a specific territory. In our opinion, the main goal of territory marketing is to promote the socio-economic development of the city and improve the urban environment. This includes the creation of a qualitatively new environment for key target audiences: local residents – actual consumers, as well as potential users of the territory's services.

City Brand Marketing and Sustainable Development

This paper takes Zibo Barbecue as an example to discuss the city brand marketing and sustainable development. Through questionnaire survey, this paper investigates the interest and views of tourists on Zibo barbecue. It is concluded that Zibo barbecue can only attract about 43.59% of people to eat barbecue. So, it can be concluded that Zibo barbecue does not attract most people to taste. Therefore, the author predicts that if Zibo launches other attractive cultural or natural attractions on the basis of barbecue, it can attract more tourists' interest in traveling to Zibo. Zibo Municipal Government can transfer the original city brand Zibo Barbecue to Barbecue Based Characteristics of Cultural Tourism City. This can attract tourists interested in barbecue as well as those interested in scenery and culture. Zibo tourism development will be faster and stronger. For example, the government could promote the Zibo Ceramics Museum to attract tourists interested in the traditional craft of making ceramics. It can also strengthen the promotion of Boshan scenic spot. Let the lovers of natural geography, especially karst caves and wetlands understand Zibo and promote Zibo. Finally, the author hopes to help more cities without good city brand planning through this paper, and put forward suggestions on sustainable development of urban tourism and marketing.

Assessment of profitability and efficiency analysis of watermelon (Citrullus lanatus) value chain in Yobe State, Nigeria

Purpose: An imperative step in enhancing investment returns for watermelon producers and marketers is to comprehensively analyze the watermelon value chain. This evaluation was recently conducted in Yobe State, Nigeria, during the period spanning from July to August 2023. Research methodology: The data acquisition process involved the administration of a questionnaire that facilitated the gathering of information from 540 participants across various roles within the value chain, encompassing producers, wholesalers, and retailers operating within the study's geographic scope. Results: The findings of this investigation illuminate the prevalent utilization of urban marketing channels by watermelon marketers, and it is noteworthy that approximately half of these marketers engage in their marketing endeavors within urban markets such as Kano, Kaduna, and Abuja. Notably, the study underscores the substantial impact of transportation costs on both the pricing and net marketing returns associated with watermelons. A significant proportion of these marketers were motivated primarily by the pursuit of sustainable livelihoods, while the allure of profitability drove others. However, a critical challenge encountered in the watermelon marketing domain pertains to the accessibility of credit facilities, which affects nearly 90% of the stakeholders involved in the value chain. Additionally, other constraints exerted relatively minor effects on marketers' activities and outcomes. Limitations: This study was limited to data from 460 participants involved in various stages of the watermelon value chain in the study area from July to August 2023. Contribution: This study can aid different actors in the watermelon value chain when making investment decisions.

Construction logic of ocean city branding: Based on cultural brand and cultural memory

The current ocean city development is witnessing a “transitional period” amid modernization and globalization. It has become a consensus of urban development to shape urban cultural brand through culture and stimulate the vitality of urban innovation. Previous studies mainly elaborated on the importance of urban cultural brand in urban development from the perspective of urban marketing events and festivals, but few studies focused on the construction of urban cultural brand from a humanistic perspective. Considering basic human needs, and based on Empathy Theory and Cultural Memory Theory, the current study selected Shenzhen, as the sample and adopted case study approach and grounded theory to explore the empathic elements of urban cultural brand construction from the angles of urban cultural brand and cultural memory, to clarify the memory process of urban cultural brand construction, and to explain the supply and demand sides of brand building. The exploration in this study from the dual dimensions of urban cultural supply and human cultural demand aims to provide reference for the development and promotion of ocean city cultural brand in the new era.

The dynamics of street-level marketing: Engaging urban audiences with interactive strategies

Street-level marketing has become a dynamic approach for engaging urban audiences through interactive and experiential strategies. This paper explores the effectiveness of street-level marketing, examining its evolution, theoretical underpinnings, and the impact of urban environments on marketing strategies. Key interactive methods, including guerrilla marketing, experiential campaigns, and flash mobs, are discussed alongside the critical role of technology and social media in enhancing audience engagement. Additionally, the paper addresses the challenges marketers face, such as regulatory constraints, audience diversity, and measurement of success. Despite these challenges, opportunities for leveraging community involvement, cultural relevance, and real-time feedback are abundant. By analyzing current trends and successful campaigns, the paper offers practical recommendations for businesses seeking to capitalize on urban marketing strategies and build authentic connections with city-based consumers.

The Role of Colours in Interior Design of Liveable Spaces

Colors play a crucial role in interior design, as they contribute to the aesthetic appeal, psychological and physiological well-being, and personal expression within a space. This paper provides a brief analysis of the three primary color components used in interior design, exploring their basic implications and variations. It also addresses common challenges in color application and investigates the employment of colors in various interior design spaces. Despite the undeniable importance of color in interior design, it is often overlooked during the initial design process. Colors serve as a universal visual language, influencing our lives and conveying meanings worldwide. Interior design heavily relies on color schemes, as they are the key ingredient for expressing emotions and creating visual impact within a space. The combination of colors, lighting, and shades in interior design allows for clear interpretations and connotations. Furthermore, the study of color has expanded through the development of modern psychology; influencing fields such as architecture, interior design, urban planning sand marketing. Even Swiss psychologist Carl Jung associated the four temperaments with specific colors: sunshine yellow, earth green, cool blue, and fiery red. By understanding the role and impact of colors in interior design, professionals can create engaging and meaningful spaces that resonate with occupants and reflect their cultural background, aesthetic preferences, and personality.

Urban Marketing and Its Role in Transformations of Public Spaces

Urban Marketing and Its Role in Transformations of Public Spaces

New Approaches to City Marketing and Image Promotion in Luoyang within the Context of New Media

Currently, as the influence of the pandemic gradually diminishes, there is a growing demand for cultural tourism. The establishment of urban image and city branding has an increasingly significant role in the development of a city's spiritual civilization and material prosperity. This article begins with the concept of urban marketing and, in conjunction with the case of Luoyang's online sensation, explores the evolution of urban marketing and the construction and dissemination of urban image, as well as the issues it exposes.

The Successful Marketing of Litang “Ding zhen" Symbol in the New Media Era Explores the Marketing Strategy of City Image

In November 2020, Ding zhen, a Tibetan boy, inadvertently became popular on the Internet by relying on a short video platform, and his hometown, Litang, also entered the public eye. In just a few months, the construction of “Ding zhen" symbol and the creation of a mimetic environment of "Litang culture" have enabled this small city in western Sichuan to realize the rapid improvement of commercial value. This paper analyzes the shaping and marketing process of “Ding zhen" symbol in the new media environment, and discusses how to realize the positive communication of the city from the phenomenon level of Internet celebrity effect, and realize the urban marketing plan from point to surface.

Foreword

The volume presented here would not have been possible without the 12th Biennial Conference of the European Research Network About Parents in Education (ERNAPE) that took place in Gdansk on September 18-20, 2019: Parent Engagement as Power: Empowering Children, Schools and Societies1 . Most of the articles presented in the volume are papers delivered at the conference and later modified as a result of conference discussions and peer reviewing. As it was stated in the conference book, the message embedded in the network’s name is that parents are part of education (Mendel 2019: 9). Following the message of Theodore Brameld's book Education is Power, one can say that parents are those who share and shape its force (1965). This broad issue has a complex nature that needs to be examined. On the one hand, we should see parents as citizens whose engagement is crucial in acts of direct democracy: from their “voting with feet” while they make decisions concerning the choice of educational institutions, to their sustained work in social movements and organizations like Sanctuary Schools, Alliance to Reclaim Our Schools, Our Cities Our Schools, etc. This points to the complex relations between private lives and political activism. As schools have become subject to controversial policies, like those connected to urban marketing or gentrification and school closures, being a parent shows its political face in a direct way probably unknown to previous generations.

Analysis of Brand Strategy under the Focus of Urban Marketing – Taking the Development of Ceramics in Dehua County, Fujian Province as an Example

With the rapid development of the global economy, the competition between cities is becoming increasingly fierce. Urban marketing plays aa vital role in enhancing the competitiveness and popularity of cities, and brand building is the material foundation, means, path and result of urban marketing. As a typical export-oriented city with ceramic industry as the pillar, Dehua County has no outstanding geographical and economic location advantages. In recent years, the wanton spread of the new crown epidemic overseas has led to the economic downturn of the overseas ceramic industry, the ceramic domestic sector is chaotic, the competition pressure in the industry is excellent, and Dehua Ceramics is facing transformation needs. Based on the research perspective of urban marketing, this paper summarizes the case experience of other city brands through the analysis of the current situation of Dehua, compares and summarizes the case experience of other city brands, uses multi-perspective research methods, deeply analyzes the problems existing in the development of Dehua city brand, uses centralized marketing strategy, that is, focuses on marketing and series of marketing awareness, mechanism and means, excavates various resources in the city and systematically plans and integrates, how to establish the image of Dehua in the case of huge changes in the internal and external environment, and carry out Dehua city marketing based on the brand. It has important practical significance.

Competitiveness of cities in the post-pandemic time: The perspectives of residents and tourists

The COVID-19 pandemic has sparked an unprecedented crisis in the globalized, modern economy. Cities actively promoting their image faced the challenge of maintaining a positive perception of the place and modifying their offers due to massive coronavirus infections. As a time of gradual stabilization, the post-pandemic period requires cities to introduce or continue appropriate changes in their marketing strategy to ensure competitiveness to the effects of the pandemic. This paper aims to present selected changes in the city offers addressed to residents and tourists during the pandemic and to determine how these changes may affect the city’s image as one of the factors of competitiveness. A review of literature and research published in the years 2021–2022 was used, presenting solutions implemented by cities to maintain a positive image, demand, and stakeholder satisfaction. Examples of changes applied by territorial units are described from the perspective of two primary target groups of the cities: residents and tourists. Based on the analyzed secondary data, the author notes an increase in the interest of local communities in nearby tourist destinations and the need to transform marketing messages that encourage residents to engage in local tourism. Among some of the city’s recipients there was also more attention given to the use of coworking spaces. Also, a positive impact of temporary urban planning on community participation in urban marketing was observed. Referring to the literature related to the city image, these changes can directly affect the competitiveness of cities and support the gradual economic recovery after the crisis caused by the global pandemic.