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Volume 39, Issue 2 (2024)
GeoRes 2024, 39(2): 207-214 |
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Received: 2024/02/17 | Accepted: 2024/04/22 | Published: 2024/05/15
Received: 2024/02/17 | Accepted: 2024/04/22 | Published: 2024/05/15
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Malaei A, Karkeabadi Z, Arghan A. Compilation of Branding Strategies Using the Smart City Approach Based on Economic Dimensions. GeoRes 2024; 39 (2) :207-214
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1- Department of Geography and Urban Planning, Semnan Branch, Islamic Azad University, Semnan, Iran
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Background
Urban branding has emerged as a strategic response to globalization, deindustrialization, and urban competition. It aims to enhance a city's identity, attract investment, and promote sustainable economic growth. Researchers highlight its role in reinforcing urban governance, cultural identity, and public engagement. In Iran, especially Tehran, branding efforts have grown, though often misaligned with local identity and good governance principles.
Previous Studies
Previous studies have shown that urban branding has become a key policy in enhancing city competitiveness, strengthening urban identity, and promoting sustainable development [Vanolo, 2008; Braun, 2012]. Ashworth and Kavaratzis [2009] have emphasized the physical, psychological, and social characteristics of place branding, considering it a unique combination of functional attributes and symbolic values. Nagaynay and Lee [2020] define branding as a strategy for urban regeneration, focusing on rebuilding a city's image and preserving cultural heritage. Similarly, Lu et al. [2017] describe branding as the process of transferring the symbolic essence of a city to target audiences to increase its reputation. Guzijan [2018] highlight the role of branding in improving sustainable infrastructure and access to historic and public spaces. Dragicevic Sesic and Mihaljinac [2016] have explored the connection between culture, urban renewal, and the city’s brand image. Additionally, Zenker [2009] and Parkerson & Saunders [2005] have analyzed the target audiences of city branding and the conflicting priorities between residents and tourists.
Aim(s)
This study focused on developing strategies for implementing branding using a smart city approach based on economic dimensions in the Yousef Abad neighborhood, located in District 6 of Tehran.
Research Type
This study is applied in nature.
Research Society, Place and Time
This applied research was conducted in 2023 through a case study of District 6 of Tehran, specifically Yousef Abad neighborhood. The research society consisted of urban planning experts and consultants in District 6
Sampling Method and Number
The sampling method used in this study was purposive sampling. The statistical population included all urban planning officials and consultants in District 6 of Tehran. Given the limited size of this population, a census approach was applied, and 30 qualified experts were selected.
Used Devices & Materials
The primary research instrument was a structured questionnaire consisting of 31 items, including 3 demographic questions (age, gender, education), and 28 questions related to six economic components of urban branding (e.g., tourism facilities, unique neighborhood assets, transportation access, infrastructure, international standing, and investment/trade), evaluated on a 5-point Likert scale.
For data analysis, SPSS version 23 was used, employing one-sample t-test and Friedman test.
Additionally, Cronbach’s alpha was calculated for reliability, yielding a coefficient of 0.88, indicating high internal consistency. The questionnaire’s validity (content and face) was confirmed by 17 urban planning experts.
Findings by Text
In this study, the analysis of the respondents’ demographic characteristics showed that 60% were male and 40% were female, with half of the participants falling within the 35–45 age range. Regarding educational background, the majority held a bachelor's degree (40%) (Table 1). To assess the normality of data distribution, the Kolmogorov-Smirnov test was employed, and the results confirmed that the data were normally distributed across all components. Accordingly, the one-sample t-test was used to examine the research hypotheses. The findings revealed a significant relationship between all economic components and urban branding strategies. Among these components, "transportation services and accessibility" had the highest mean score (4.2), while "service and tourism facilities" had the lowest mean (2.89) (Table 2).
Table 1. Demographic characteristics of the respondents
Table 2. Significance level analysis of components and indicators of brand realization strategies using one-sample t-Test
Furthermore, component prioritization was conducted using the Friedman test. In the "service and tourism facilities" index, the components "availability of recreational centers" and "status of hotels and guesthouses" had equal and highest priority scores (0.189). In the "unique features and assets of the neighborhood" index, "historical and unique monuments" (0.202) and "political power as the capital" (0.198) ranked first and second, respectively. In the "urban services and infrastructure" index, the highest priorities were "urban facilities" (0.182) and "urban equipment" (0.179). For the "international standing of the city" index, "advertising capacity" (0.210) and "ability to attract domestic and foreign tourists" (0.201) had the greatest impact on branding. Finally, in the "investment and commerce" index, "status of markets and commercial centers" was identified as the most important component with a final score of 0.203 (Table 3). Overall, the results indicate that strengthening urban infrastructure, cultural and historical assets, and advertising and economic capacities are among the most influential factors in achieving local branding in the Yusef Abad neighborhood.
Table 3. Ranking of the studied components using the Friedman test
Main Comparisons to Similar Studies
The present study's findings are consistent with several previous investigations that emphasize the critical role of urban infrastructure and smart technologies in city branding. For instance, Mokhtari Malekabadi et al. (2022) highlight that improved urban infrastructures, such as roads, public transportation, green spaces, and recreational and cultural centers significantly enhance citizens' satisfaction and create a positive urban image, ultimately contributing to stronger place branding. Similarly, studies by Huertas et al. (2021), Koo et al. (2014), and Wang et al. (2016) show that tourists are increasingly attracted to smart destinations that offer technologically enhanced and personalized experiences, which align with the high ranking of transportation services in the current study. Shen et al. (2020) further have confirmed a positive correlation between smart features and memorable tourist experiences. In addition, Saidi et al. (2020) have emphasized the power of virtual branding tools, such as social media and interactive platforms, in promoting urban identity, a point that aligns with the strategies suggested in the present research for enhancing underperforming components like tourism facilities.
Suggestions
The study recommends coordinated economic, social, and cultural activities in Yusefabad to strengthen urban governance. It emphasizes building trust and participation among residents, officials, and elites, and creating a realistic urban brand based on local capacities. Enhancing the area's image nationally and internationally, attracting diverse tourists, and encouraging cooperation among organizations for active engagement and promotion in events are also key. The study was limited to Yusefabad, so results should be generalized cautiously. Data collection from busy planners was time-consuming.
Conclusion
The highest average among the economic components relates to transportation services and adequate accessibility, while the lowest average pertains to service and tourism facilities. In the service and tourism facilities index, the presence of recreational and entertainment centers and the condition of hotels and inns rank highest; in the unique neighborhood features and assets index, unique monuments and buildings rank first; in the urban services and infrastructure index, the condition of urban facilities and equipment hold the top positions; in the city’s international standing index, benefiting from advertising power ranks first; and in the investment and trade index, the condition of markets and sales centers ranks highest.
Acknowledgments: None reported by the authors.
Ethical Permission: None reported by the authors.
Conflict of Interest: This article is derived from the first author's dissertation, supervised by the second author and advised by the third author.
Authors’ Contributions: Malaei A (First author), Introduction Writer/Discussion Writer/Methodologist (40%); Karkehabadi Z (Second author), Introduction Writer/Discussion Writer (30%); Arghan A (Third author), Introduction Writer/Discussion Writer (30%)
Funding: This research was conducted using personal income sources.
Urban branding has emerged as a strategic response to globalization, deindustrialization, and urban competition. It aims to enhance a city's identity, attract investment, and promote sustainable economic growth. Researchers highlight its role in reinforcing urban governance, cultural identity, and public engagement. In Iran, especially Tehran, branding efforts have grown, though often misaligned with local identity and good governance principles.
Previous Studies
Previous studies have shown that urban branding has become a key policy in enhancing city competitiveness, strengthening urban identity, and promoting sustainable development [Vanolo, 2008; Braun, 2012]. Ashworth and Kavaratzis [2009] have emphasized the physical, psychological, and social characteristics of place branding, considering it a unique combination of functional attributes and symbolic values. Nagaynay and Lee [2020] define branding as a strategy for urban regeneration, focusing on rebuilding a city's image and preserving cultural heritage. Similarly, Lu et al. [2017] describe branding as the process of transferring the symbolic essence of a city to target audiences to increase its reputation. Guzijan [2018] highlight the role of branding in improving sustainable infrastructure and access to historic and public spaces. Dragicevic Sesic and Mihaljinac [2016] have explored the connection between culture, urban renewal, and the city’s brand image. Additionally, Zenker [2009] and Parkerson & Saunders [2005] have analyzed the target audiences of city branding and the conflicting priorities between residents and tourists.
Aim(s)
This study focused on developing strategies for implementing branding using a smart city approach based on economic dimensions in the Yousef Abad neighborhood, located in District 6 of Tehran.
Research Type
This study is applied in nature.
Research Society, Place and Time
This applied research was conducted in 2023 through a case study of District 6 of Tehran, specifically Yousef Abad neighborhood. The research society consisted of urban planning experts and consultants in District 6
Sampling Method and Number
The sampling method used in this study was purposive sampling. The statistical population included all urban planning officials and consultants in District 6 of Tehran. Given the limited size of this population, a census approach was applied, and 30 qualified experts were selected.
Used Devices & Materials
The primary research instrument was a structured questionnaire consisting of 31 items, including 3 demographic questions (age, gender, education), and 28 questions related to six economic components of urban branding (e.g., tourism facilities, unique neighborhood assets, transportation access, infrastructure, international standing, and investment/trade), evaluated on a 5-point Likert scale.
For data analysis, SPSS version 23 was used, employing one-sample t-test and Friedman test.
Additionally, Cronbach’s alpha was calculated for reliability, yielding a coefficient of 0.88, indicating high internal consistency. The questionnaire’s validity (content and face) was confirmed by 17 urban planning experts.
Findings by Text
In this study, the analysis of the respondents’ demographic characteristics showed that 60% were male and 40% were female, with half of the participants falling within the 35–45 age range. Regarding educational background, the majority held a bachelor's degree (40%) (Table 1). To assess the normality of data distribution, the Kolmogorov-Smirnov test was employed, and the results confirmed that the data were normally distributed across all components. Accordingly, the one-sample t-test was used to examine the research hypotheses. The findings revealed a significant relationship between all economic components and urban branding strategies. Among these components, "transportation services and accessibility" had the highest mean score (4.2), while "service and tourism facilities" had the lowest mean (2.89) (Table 2).
Table 1. Demographic characteristics of the respondents
Table 2. Significance level analysis of components and indicators of brand realization strategies using one-sample t-Test
Furthermore, component prioritization was conducted using the Friedman test. In the "service and tourism facilities" index, the components "availability of recreational centers" and "status of hotels and guesthouses" had equal and highest priority scores (0.189). In the "unique features and assets of the neighborhood" index, "historical and unique monuments" (0.202) and "political power as the capital" (0.198) ranked first and second, respectively. In the "urban services and infrastructure" index, the highest priorities were "urban facilities" (0.182) and "urban equipment" (0.179). For the "international standing of the city" index, "advertising capacity" (0.210) and "ability to attract domestic and foreign tourists" (0.201) had the greatest impact on branding. Finally, in the "investment and commerce" index, "status of markets and commercial centers" was identified as the most important component with a final score of 0.203 (Table 3). Overall, the results indicate that strengthening urban infrastructure, cultural and historical assets, and advertising and economic capacities are among the most influential factors in achieving local branding in the Yusef Abad neighborhood.
Table 3. Ranking of the studied components using the Friedman test
Main Comparisons to Similar Studies
The present study's findings are consistent with several previous investigations that emphasize the critical role of urban infrastructure and smart technologies in city branding. For instance, Mokhtari Malekabadi et al. (2022) highlight that improved urban infrastructures, such as roads, public transportation, green spaces, and recreational and cultural centers significantly enhance citizens' satisfaction and create a positive urban image, ultimately contributing to stronger place branding. Similarly, studies by Huertas et al. (2021), Koo et al. (2014), and Wang et al. (2016) show that tourists are increasingly attracted to smart destinations that offer technologically enhanced and personalized experiences, which align with the high ranking of transportation services in the current study. Shen et al. (2020) further have confirmed a positive correlation between smart features and memorable tourist experiences. In addition, Saidi et al. (2020) have emphasized the power of virtual branding tools, such as social media and interactive platforms, in promoting urban identity, a point that aligns with the strategies suggested in the present research for enhancing underperforming components like tourism facilities.
Suggestions
The study recommends coordinated economic, social, and cultural activities in Yusefabad to strengthen urban governance. It emphasizes building trust and participation among residents, officials, and elites, and creating a realistic urban brand based on local capacities. Enhancing the area's image nationally and internationally, attracting diverse tourists, and encouraging cooperation among organizations for active engagement and promotion in events are also key. The study was limited to Yusefabad, so results should be generalized cautiously. Data collection from busy planners was time-consuming.
Conclusion
The highest average among the economic components relates to transportation services and adequate accessibility, while the lowest average pertains to service and tourism facilities. In the service and tourism facilities index, the presence of recreational and entertainment centers and the condition of hotels and inns rank highest; in the unique neighborhood features and assets index, unique monuments and buildings rank first; in the urban services and infrastructure index, the condition of urban facilities and equipment hold the top positions; in the city’s international standing index, benefiting from advertising power ranks first; and in the investment and trade index, the condition of markets and sales centers ranks highest.
Acknowledgments: None reported by the authors.
Ethical Permission: None reported by the authors.
Conflict of Interest: This article is derived from the first author's dissertation, supervised by the second author and advised by the third author.
Authors’ Contributions: Malaei A (First author), Introduction Writer/Discussion Writer/Methodologist (40%); Karkehabadi Z (Second author), Introduction Writer/Discussion Writer (30%); Arghan A (Third author), Introduction Writer/Discussion Writer (30%)
Funding: This research was conducted using personal income sources.
Keywords:
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