Verslag van een experiment om meer grip te krijgen op het keuzegedrag van toeristen als het gaat om bezoek aan binnensteden.
DOCUMENT
Bij de meeste Nederlandse gemeenten staat citymarketing hoog op de beleidsagenda. Van Den Helder tot Terneuzen en van Valkenburg tot Groningen investeren bestuurders vol enthousiasme in de marketing van hun stad. Met nieuwbouwprojecten, evenementen en campagnes trachten gemeenten bewoners, bedrijven, bezoekers en bollebozen aan te trekken en voor de stad te behouden. Leek de toenemende aandacht voor citymarketing aanvankelijk nog een hype, nu is het thema niet meer weg te denken uit het lokale beleid. Citymarketing is een heus vakgebied geworden met eigen netwerken, congressen en discussiefora. Voldoende reden om de balans op te maken en de ontwikkelingen in de citymarketing eens kritisch te beschouwen. Wat is de opgave van citymarketing en wie zijn er zoal bij betrokken? Welke instrumenten staan de citymarketeer ter beschikking en hoe kunnen ze worden ingezet? Hoe bepaal je de identiteit van de stad en welke rol speelt de gebouwde omgeving daarbij? Wat kunnen we leren van praktijkvoorbeelden van citymarketing? Dit soort vragen en nog meer antwoorden vindt de lezer in Citymarketing voorbij de hype. In het boek geven zeventien deskundigen uit de wetenschap en de advieswereld in kort bestek hun visie op citymarketing. Die bundeling van analyses levert tal van interessante inzichten, methoden en lessen voor de beleidspraktijk op. Het boek geeft de stand van zaken in de citymarketing weer en is daarmee verplichte kost voor iedereen die in het vakgebied zit of er zich in wil verdiepen.
DOCUMENT
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.
DOCUMENT
World globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which are influenced by perceived cultural and business distance between their home- and foreign country. Telkom Indonesia International (Telin) was formed by Telkom Indonesia (i.e. the state-owned company in the telecommunication industry in Indonesia) to engage in international business within a global market. The central question in this study is to what extent do managers’ perceived cultural and business distance between home- and foreign country influence their IMS decisions? A mixed research strategy will be employed by applying qualitative and quantitative methods concurrently. The data collection will involve interviews with CEOs and managers, alongside a web survey to 55 managers of Telkom's. Results suggest important consequences for IMS decisions and emphasizes the need for dialogue on perceptions of cultural and business characteristics of countries.
DOCUMENT
Co-creation as a concept and process has been prominent in both marketing and design research over the past ten years. Referring respectively to the active collaboration of firms with their stakeholders in value creation, or to the participation of design users in the design research process, there has arguably been little common discourse between these academic disciplines. This article seeks to redress this deficiency by connecting marketing and design research together—and particularly the concepts of co-creation and co-design—to advance theory and broaden the scope of applied research into the topic. It does this by elaborating the notion of the pop-up store as temporary place of consumer/user engagement, to build common ground for theory and experimentation in terms of allowing marketers insight into what is meaningful to consumers and in terms of facilitating co-design. The article describes two case studies, which outline how this can occur and concludes by proposing principles and an agenda for future marketing/design pop-up research. This is the peer reviewed version of the following article: Overdiek A. & Warnaby G. (2020), "Co-creation and co-design in pop-up stores: the intersection of marketing and design research?", Creativity & Innovation Management, Vol. 29, Issue S1, pp. 63-74, which has been published in final form at https://doi.org/10.1111/caim.12373. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. LinkedIn: https://nl.linkedin.com/in/overdiek12345
MULTIFILE
In less than two years, the concept of overtourism has come to prominence as one of the most discussed issues with regards to tourism in popular media and, increasingly, academia. In spite of its popularity, the term is still not clearly delineated and remains open to multiple interpretations. The current paper aims to provide more clarity with regard to what overtourism entails by placing the concept in a historical context and presenting results from a qualitative investigation among 80 stakeholders in 13 European cities. Results highlight that overtourism describes an issue that is multidimensional and complex. Not only are the issues caused by tourism and nontourism stakeholders, but they should also be viewed in the context of wider societal and city developments. The article concludes by arguing that while the debate on overtourism has drawn attention again to the old problem of managing negative tourism impacts, it is not well conceptualized. Seven overtourism myths are identified that may inhibit a well-rounded understanding of the concept. To further a contextualized understanding of overtourism, the paper calls for researchers from other disciplines to engage with the topic to come to new insights.
MULTIFILE
Emotional reactions to marketing stimuli are essential to tourist destination marketing, yet difficult to validly measure. A neuromarketing experiment was peformed to establish whether brain event-related potentials (ERPs), elicited by destination photos, can be used to evaluate the effectiveness of tourist destination marketing content in movies. Two groups of participants viewed pictures from the cities of Bruges and Kyoto. Prior to viewing the pictures, one group saw an excerpt from the movie In Bruges, which positively depicts Bruges’ main tourist attractions. The other group saw a movie excerpt that did not feature Bruges (the Rum Diary). An early emotional response was osberved to the subsequently presented Bruges pictures for the In Bruges group only; no reliable between-group differences were found in ERPs to pictures from Kyoto. In conclusion, EEG-based neuromarketing is a valuable tool for evaluating the effectiveness of destination marketing, and popular movies can positively influence affective destination image.
LINK
Abstract. In recent years circular economy has become more important for the development of many places including cities. Traditionally, urban development policies have mainly been aiming to improve the socio-economic wellbeing of neighbourhoods. However, technical and ecologic aspects have their effects too and need to go hand in hand. This paper is based on an urban area experiment in the Dutch city of Utrecht. In order to assess urban area developments, typically rather straight-forward quantitative indicators have been used. However, it has proved more complicated to assess multifaceted developments of the area studied in this paper. With the City Model Canvas a multi-layered model is being used to better assess the impact of the urban development being studied. Key findings include that the project studied resulted in more space for companies from the creative industry and the settlement of local ‘circular’ entrepreneurs and start-ups, although it remains unclear to what extent these benefit from each other’s presence. The increase in business activity resulted in more jobs, but it is again unclear whether this led to more social inclusion. From an environmental point of view the project activities resulted in less raw materials being used, although activities and public events bring nuisance to the surrounding neighbourhoods.
MULTIFILE
This paper discusses and illustrates the ‘knowledge turn’ in urban policy across Europe. We identify four manifestations of it: 1) widespread efforts to lure knowledge workers; 2) a growing involvement of knowledge institutes in urban development and planning processes, 3) an explicit ‘knowledge based’ approach to planning and the design of public space, and 4) efforts to underline a ‘knowledge city’ identity using all kinds of marketing and branding techniques.
DOCUMENT
Het lectoraat Media Business van de Hogeschool InHolland heeft bij verschillende podia en festivals onderzoek gedaan naar allerlei uitdagingen waar een moderne culturele organisatie zich vandaag de dag voor geplaatst ziet. Strategische marketing, klantenbinding, fondsenwerving, draagvlakverbreding. De resultaten van en ervaringen met verschillende onderzoeken zijn 'opgeschaald' en vertaald in een toolkit die op Eurosonic Noorderslag wordt gepresenteerd.
DOCUMENT
