Open Access
Article
SciPap-1978
City Marketing: How Do Residents Perceive Their Home?
1 Faculty of Economics and Administration, Department of Regional Economics, Masaryk University, Lipová 41a, Brno 602 00, Czechia
2 Faculty of Economics and Administration, Department of Regional Economics, Masaryk University, Lipová 41a, Brno 602 00, Czechia
3 Faculty of Economics and Administration, Department of Regional Economics, Masaryk University, Lipová 41a, Brno 602 00, Czechia
* Authors to whom correspondence should be addressed.
Abstract: City marketing strives to promote a specific city and its parts and emphasises its different characteristics, attractiveness, and competitive advantages. This concept is based on the idea of a high quality of life for its residents and attractive conditions for external target groups. The paper deals with city marketing in Brno, the second-largest city in the Czech Republic. The aim of this paper is to analyse the marketing activities of the city of Brno and to evaluate what image the city has in the eyes of its residents. We conducted a questionnaire survey among 552 residents. In addition to this quantitative approach, we also used qualitative methods, which consisted of interviews with experts from practice. Research has proved that the city is aware of the importance of marketing, but marketing activities have not yet been sufficiently developed. Brno is a city that is considered a good place to live, and the majority of respondents are actively interested in what is happening there. On the other hand, the city's marketing efforts are not visible enough to residents. The research confirms that cities in Central Europe should pay more attention to their marketing. The paper provides policy implications for the implementation of city marketing oriented to residents.
Keywords: Brand, Marketing Strategy, City Marketing, Brno, Residents, Image
JEL classification: M31 - Marketing, P25 - Urban, Rural, and Regional Economics, R58 - Regional Development Planning and Policy
Received: 7 May 2024 / Revised: 20 June 2024 / Accepted: 24 June 2024 / Published: 22 July 2024
