Persian
Language
Geographical Research is Published in Persian Fulltext.
Volume 39, Issue 2 (2024)
GeoRes 2024, 39(2): 207-214 |
Back to browse issues page
Article Type:
Subject:
History
Received: 2024/02/17 | Accepted: 2024/04/22 | Published: 2024/05/15
Received: 2024/02/17 | Accepted: 2024/04/22 | Published: 2024/05/15
How to cite this article
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
URL: http://georesearch.ir/article-1-1588-en.html
URL: http://georesearch.ir/article-1-1588-en.html
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Rights and permissions
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
1- Department of Geography and Urban Planning, Semnan Branch, Islamic Azad University, Semnan, Iran
Abstract (697 Views)
Aims: The objective of this study was to devise branding strategies utilizing the smart city concept, with a focus on the economic aspects, in the Yusef Abad area situated in District 6 of Tehran.
Methodology: The study was conducted using an applied methodology in the Yusef Abad area of Tehran throughout the period of 2023-2024. The research instrument utilized was a questionnaire that was developed using the economic dimension as its foundation. This dimension consisted of several sub-components, namely service and tourism facilities (5 indices), neighborhood unique features and assets (6 indices), transportation services and accessibility (6 indices), urban services and infrastructure (4 indices), city's international status (4 indices), and investment and trade (3 indices). The expert panel technique was used to evaluate the content and face validity. Subsequently, the survey was disseminated among a cohort of 30 urban planners residing in District 6 in Tehran. The data were examined using the independent t-test and Friedman test in SPSS 23.
Findings: The economic factors showed that transportation services and accessibility had the greatest average score of 2.4, whilst service and tourism facilities had the lowest average score of 2.89. The recreational centers and entertainment venues (0.189) and the hotels and hostels (0.189) had the highest rankings in the service and tourism facilities index. Among the many traits and assets, unique monuments and buildings (0.062) obtained the highest ranking in the index. The urban services and infrastructure index shows that the components of urban facility conditions (0.182) and urban equipment status (0.179) had the highest rankings. According to the city's worldwide status index, advertising power (0.210) achieved the highest ranking. The investment and trade index placed markets and sales centers as the top priority.
Conclusion: The economic aspect has a huge impact on the smart city. The economic situation is a crucial determinant of the smart city.
Methodology: The study was conducted using an applied methodology in the Yusef Abad area of Tehran throughout the period of 2023-2024. The research instrument utilized was a questionnaire that was developed using the economic dimension as its foundation. This dimension consisted of several sub-components, namely service and tourism facilities (5 indices), neighborhood unique features and assets (6 indices), transportation services and accessibility (6 indices), urban services and infrastructure (4 indices), city's international status (4 indices), and investment and trade (3 indices). The expert panel technique was used to evaluate the content and face validity. Subsequently, the survey was disseminated among a cohort of 30 urban planners residing in District 6 in Tehran. The data were examined using the independent t-test and Friedman test in SPSS 23.
Findings: The economic factors showed that transportation services and accessibility had the greatest average score of 2.4, whilst service and tourism facilities had the lowest average score of 2.89. The recreational centers and entertainment venues (0.189) and the hotels and hostels (0.189) had the highest rankings in the service and tourism facilities index. Among the many traits and assets, unique monuments and buildings (0.062) obtained the highest ranking in the index. The urban services and infrastructure index shows that the components of urban facility conditions (0.182) and urban equipment status (0.179) had the highest rankings. According to the city's worldwide status index, advertising power (0.210) achieved the highest ranking. The investment and trade index placed markets and sales centers as the top priority.
Conclusion: The economic aspect has a huge impact on the smart city. The economic situation is a crucial determinant of the smart city.
Keywords:
References
1. Al-Hinkawi WS, Zedan SK (2021). Branding for cities: The case study of Baghdad. IOP Conference Series: Earth and Environmental Science. 779(1):012037. [Link] [DOI:10.1088/1755-1315/779/1/012037]
2. Ashworth G, Kavaratzis M (2009). Beyond the logo: Brand management for cities. Journal of Brand Management. 16(8):520-531. [Link] [DOI:10.1057/palgrave.bm.2550133]
3. Braun E (2012). Putting city branding into practice. Journal of Brand Management. 19(4):257-267. [Link] [DOI:10.1057/bm.2011.55]
4. Bustomi T, Avianto BN (2022). City branding of the "music-design-culinary" as urban tourism of Bandung, West Java. International Journal of Tourism Cities. 8(1):53-69. [Link] [DOI:10.1108/IJTC-06-2020-0123]
5. Dinnie K (2011). City branding: Theory and cases. Berlin: Springer. [Link] [DOI:10.1057/9780230294790]
6. Dragicevic Sesic M, Mihaljinac N (2016). From city identity to city branding: Artivistic initiatives or top-down urban regeneration?. In: The role of cultural institutions and events in the marketing of cities and regions. Łódź: University of Lodz Press. p. 93-103. [Link] [DOI:10.18778/8088-149-5.05]
7. Giffinger R, Fertner C, Kramar H, Meijers E (2007). City-ranking of European medium-sized cities. [Link]
8. Guzijan J (2018). Building heritage as an important factor of city branding. Савремена Теорија и Пракса у Градитељству. 13(1):313-321. [Link] [DOI:10.7251/stp1813313g]
9. Huertas A, Moreno A, Pascual J (2021). Place branding for smart cities and smart tourism destinations: Do they communicate their smartness?. Sustainability. 13(19):10953. [Link] [DOI:10.3390/su131910953]
10. Kamanroudi Kejouri M (2014). Managerial pathology of the programmatic and executive orientations of identification and urban branding of Tehran. Proceedings of the 6th National Conference on Urban Planning and Management with an Emphasis on the Elements of Islamic City. Mashhad: Ferdowsi University of Mashhad. [Persian] [Link]
11. Kavaratzis M (2009). Cities and their brands: Lessons from corporate branding. Place Branding and Public Diplomacy. 5(1):26-37. [Link] [DOI:10.1057/pb.2008.3]
12. Koo C, Joun Y, Han H, Chung N (2014). The impact of potential travellers' media cultural experiences. In: Information and communication technologies in tourism 2014. Cham: Springer. p. 579-592 [Link] [DOI:10.1007/978-3-319-03973-2_42]
13. Lu H, De Jong M, Chen Y (2017). Economic city branding in China: The multi-level governance of municipal self-promotion in the Greater Pearl River Delta. Sustainability. 9(4):496. [Link] [DOI:10.3390/su9040496]
14. Ma W, Schraven D, De Bruijne M, De Jong M, Lu H (2019). Tracing the origins of place branding research: A bibliometric study of concepts in use (1980-2018). Sustainability. 11(11):2999. [Link] [DOI:10.3390/su11112999]
15. Mokhtari Malekabadi R, Ghaffari SR, Larabi M (2022). Investigating the role and position of urban management in urban branding (case study: Isfahan City). Spatial Planning. 12(3):25-46. [Persian] [Link]
16. Nagaynay C, Lee J (2020). Place branding and urban regeneration as dialectical processes in local development planning: A case study on the Western Visayas, Philippines. Sustainability. 12(1):369. [Link] [DOI:10.3390/su12010369]
17. Parkerson B, Saunders J (2005). City branding: Can goods and services branding models be used to brand cities?. Place Branding. 1(3):242-264. [Link] [DOI:10.1057/palgrave.pb.5990026]
18. Saidi E, Majidi N, Farhangi A (2020). Branding strategies from the perspective of branding and entrepreneurship experts on Instagram social network. RASANEH. 31(3):5-26. [Persian] [Link]
19. Sameh H, Abd El-Aziz HM, Hefnawy NH (2018). Building a successful city branding case study: Dubai. Journal of Al-Azhar University Engineering Sector. 13(48):1058-1065. [Link] [DOI:10.21608/auej.2018.18949]
20. Sevin HE (2014). Understanding cities through city brands: City branding as a social and semantic network. Cities. 38:47-56. [Link] [DOI:10.1016/j.cities.2014.01.003]
21. Shen S, Sotiriadis M, Zhang Y (2020). The influence of smart technologies on customer journey in tourist attractions within the smart tourism management framework. Sustainability. 12(10):4157. [Link] [DOI:10.3390/su12104157]
22. Vanolo A (2008). The image of the creative city: Some reflections on urban branding in Turin. Cities. 25(6):370-382. [Link] [DOI:10.1016/j.cities.2008.08.001]
23. Wang X, Li XR, Zhen F, Zhang J (2016). How smart is your tourist attraction?: Measuring tourist preferences of smart tourism attractions via a FCEM-AHP and IPA approach. Tourism Management. 54:309-320. [Link] [DOI:10.1016/j.tourman.2015.12.003]
24. Zenker S (2009). Who's your target? The creative class as a target group for place branding. Journal of Place Management and Development. 2(1):23-32. [Link] [DOI:10.1108/17538330910942771]