City authorities worldwide have sought to rejuvenate and diversify their tourism product offerings by dispersing visitors into less familiar and frequented locales. Despite calls to understand such ‘new tourism areas’ (NTAs) in urban areas, few researchers have examined visitor responses to the implementation of NTA strategies, particularly outside Europe. This quantitative approach considers the profiles, attitudes and behaviours of NTA visitors in an Asian city that was undertaking dispersal efforts pre-pandemic in the context of mass inbound Chinese visitation. Distinct profiles are found for NTA visitors relative to other city arrivals in response to Hong Kong’s branding propositions. It is found that NTAs appeal to repeat visitors seeking cosmopolitan experiences and may help tourist dispersal and product differentiation, though the proposition that NTA visitors are more highly educated was not supported
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With employer branding (EB), businesses aim to align their organizational norms with the norms of their current and prospective employees, and they explicitly communicate about the firm’s norms. Communication, however, carries different meanings depending on the context in which one operates. Also, the organizational norms may vary depending on the context, i.e., industry, different countries, and geographical context in which a firm operates. As such, the process of EB may be context-dependent, too. This study explores if and how EB is applied differently in different country and industry contexts. The analysis draws on a quantitative content analysis of 226 job vacancies targeted at highly educated graduates and professionals in IT, energy, and healthcare from the North of the Netherlands and comparable regions from Germany and Bulgaria. Our findings show that EB, as manifested in core values and distinctive characteristics, is not widely adopted in the vacancies we included in our analysis. When adopted, different values are emphasized depending on the context. General information and job-specific information are most frequent among all industries and countries. EB is a multidimensional concept with different dimensions used according to the context. The study’s main implication is that companies need to be mindful of the context in which an EB strategy is used. A one-size-fits-all approach in EB is likely not the most effective. This is particularly relevant for multinationals that adopt a worldwide organizational brand.
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Expos, festivals and events have become increasingly important as tools of urban developmentin recent decades. The competitive drive to put cities on the global map has led many to adoptevent-based strategies, including the creation of ‘eventful cities’, ‘festival cities’ and ‘eventportfolios’. World Expos have taken on a particular significance as ‘pulsar events’ that canshape the host city through urban development, increased tourism and place branding. Eachhost city also uses the event in a different way, and gives it a unique flavour that tempers theeventual effects. This paper reviews the literature on World Expos and their effects, identifyingthemes including Place branding, Tourism flows, Resident attitudes and Architecture and urbandevelopment. It then analyses the experience of Barcelona, twofold Expo host and a‘paradigmatic’ example of a city developed through mega events.
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This article analyses four of the most prominent city discourses and introduces the lens of urban vitalism as an overarching interdisciplinary concept of cities as places of transformation and change. We demonstrate the value of using urban vitalism as a lens to conceptualize and critically discuss different notions on smart, inclusive, resilient and sustainable just cities. Urban vitalism offers a process-based lens which enables us to understand cities as places of transformation and change, with people and other living beings at its core. The aim of the article is to explore how the lens of vitalism can help us understand and connect ongoing interdisciplinary academic debates about urban development and vice versa, and how these ongoing debates inform our understanding of urban vitalism.
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Introduction/purpose: The paper reflexively documents (for the first time) as a consistent approach a participatory, co-creative storytelling practice for organic place branding as developed by the researcher across cinema, digital platforms, and word-of-mouth. Focus of this paper is on the societal impact of an implicit approach, to be structured into a repeatable process. Research limitations: The paper is based on reflexive observations and insights. The original empirical materials were co-created with stakeholders or developed for cinema, creative industry, or other applied uses, with the intent to develop a formalized methodology. Empirical research assets were therefore interpreted, reframed, or reflected upon from the viewpoint of both (a) social sciences and humanities and (b) place branding, leisure direction, and impact viewpoints. Theoretical framework: This paper is presented as a case study. A theoretical justification is provided. Methodology/main research approach: Reflexive reporting of art-based participatory interventions, between activism (action research) and storytelling for place branding. Findings: Reference cases will be grounded in the City of Turin, Italy, and most specifically its underprivileged Mirafiori and Borgo Aurora districts. The paper will frame an organic field practice through reflexively structuring it as a repeatable process. Impacts of an economic, social, and artistic nature will be documented. Specific empirical research assets include: (a) fictional movie and documentary (2014, 2019); (b) video clips, based on participatory interviews; (c) reflexive evidence from original approach bridging (cinematic) storytelling to place branding; (4) information and evidence on economic and social impacts, as extracted from (a) news and other secondary sources, and (b) primary statements from key stakeholders. Conclusions: The paper will offer two key value points: (a) Reflexive externalization by stakeholders of an implicit approach; (b) Potential formalization into a repeatable process, for universal adoption. The authors are committed to achieving the most societal impact through their research and consulting work and the paper will provide the opportunity to transfer findings, learnings, and assets to a wider community of stakeholders, for example, citizens and practitioners, with the required methodological reliability. Practical implications: The focus of this paper is eminently practical in terms of translating an organic practice at the crossroads of the creative industry, cinematic arts, and place branding, into a structured approach, and possibly a process. The outcome will be a reflexive repeatable formalization of the said approach, for future consideration and adoption by place branding leaders and stakeholders, with societal impact as the priority.
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Groningen as the Dutch Silicon Valley? Too good to be true? Of all jobs in the city, about seven and a half percent are in the IT sector. According to het Financieel Dagblad (2018), IT giants as IBM and Google, but also smaller IT companies and start-ups attract recent graduates, which works wonderfully well in Groningen. However, although attrachting the IT talent has some ins and outs to consider, from a recent article by IT-stad Groningen, it appears that many of the IT companies and players in this vibrant industry have faced the challenges of retaining IT talent they got in. In order to do something about it, IT companies in Groningen need to brand themselves—not just for customers, but for retaining the best possible candidates. The solution? Employer branding!
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How can university and city administration co-create the city? Where do their interests meet and diverge, and what is needed to exploit synergies? This report explores the potential for co-creation in five domains: urban economic development, internationalisation, urban attractiveness & city branding, science & society, and student life. We provide numerous examples from the 10 medium-sized European cities that participated in the EUniverCities project (URBACT). But also we discuss pitfalls and dilemmas. This publication is the final report of the project, synthesizing the main results and findings.
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By reframing (from a future perspective) projects, programs and events, as deployed over the last decade, the paper aims to provide stimuli to convert them into a coherent strategic line of development. Based on postmodern epistemologies, the authors of this paper propose an analysis of selected lighting manifestations as separated future-forming moments of city identity. The adoption of a futures research matrix as a reflexive framework sees the repurposing of such a framework from its standard generative function within design processes to an analytical function. The ambition is to provide narrative context to existing projects and everyday practices by linking them within given future scenarios. With the final outcome proposed as to coherently connect separate, lighting-related, manifestations to an overarching system of interpretation. The case offered is the city of Eindhoven, The Netherlands. The tool adopted and repurposed is the Urban Futures Matrix from city.people.light. The specific manifestations, as presented, pertain both high culture and popular culture. This paper does eminently offer a coherent and consistent reflection on practices in the form of a case study, however, grounded in a theoretical and epistemological solid framework of reference.
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