بررسی نقش و جایگاه مدیریت شهری در برندسازی شهری (موردمطالعه: شهر اصفهان) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
زمینه: برندسازی شهری، روش جدیدی برای توصیف و اجرای بازاریابی شهری است. همان گونه که شناسایی شهر از طریق ادراک تصویر صورت می گیرد، استفاده بازاریابی شهری نیز تا حد زیادی به زیرساخت ها، ارتباطات و مدیریت تصویر شهری بستگی دارد. هدف: بررسی نقش و جایگاه مدیریت شهری در برندسازی شهر اصفهان. روش پژوهش: این پژوهش، مطالعه ای اسنادی- میدانی و مبتنی بر پیمایش است که ابزار تحقیق در بخش پیمایشی پرسشنامه محقق ساخته است. جامعه آماری، کلیه شهروندان شهر اصفهان و نمونه آماری پژوهش با توجه به محاسبه کوکران برابر با 384 نفر است؛ اما به منظور کسب اطلاعات دقیق تر، 414 پرسشنامه توزیع و جمع آوری شد؛ همچنین 50 پرسشنامه میان مدیران شهر اصفهان توزیع شد. از دو نرم افزار spss و smart pls برای سنجش و تحلیل داده ها استفاده شده است. نوآوری پژوهش: شناسایی تأثیر مؤلفه های مدیریت شهری (مؤلفه شهرداری، شورای شهر، اتاق بازرگانی و سایر ارگان های مرتبط) بر برندسازی شهری است. نتیجه پژوهش : دیدگاه مدیران و شهروندان به صورت جداگانه در پاسخ به تأثیر نقش شهرداری ها، شورای شهر، اتاق بازرگانی و سایر ارگان ها بر توسعه برند شهر اصفهان بررسی شده و نشان دهنده آن است که دستگاه های مذکور، نقش اساسی در توسعه برند شهری دارند. به طوری که مدیران معتقدند 77 درصد مؤلفه های مدیریت شهری بر توسعه برند شهری تأثیر دارند؛ همچنین شهروندان عنوان می کنند که مؤلفه های مدیریت شهری، 94 درصد توسعه برند شهری را تحت تأثیر قرار داده است.Investigating the Role and Position of Urban Management in Urban Branding (Case Study: Isfahan City)
Background: Urban branding is a new way of describing and implementing urban marketing. Just as city identification is done through image perception, the use of urban marketing largely depends on infrastructure, communications, and urban image management. Objective: The purpose of this study was to investigate the role and position of urban management in branding in Isfahan City. Research Method: This research was a survey-based document-field study, which used a researcher's questionnaire as the research tool in the survey section. The statistical population included all the citizens of Isfahan City and the statistical sample was equal to 384 people according to Cochran's calculation, but 414 questionnaires were distributed and finally collected in order to obtain more accurate information. Also, 50 questionnaires were distributed among the managers of Isfahan City. SPSS and Smart PLS software were used for measurement and analysis. Research Innovation: The managers and citizens’ points of view in response to the roles of municipalities, city council, chamber of commerce, and other bodies in the development of branding in Isfahan City were separately examined, which showed that the aforementioned institutions played a fundamental role in the development of the city branding. The managers believed that 77% percent of the urban management components had an impact on the development of urban branding. Also, the citizens said that the components of urban management had influenced 94% of the development of urban branding. Findings: From the managers and citizens’ perspectives, the approvals of the municipality, city council, chamber of commerce, and other related bodies had a key role in the development of the city branding. The managers believed that 77% of the components of urban management had an impact on the development of urban branding. The citizens said that the urban management components had affected 94% of urban branding development. Introduction In recent years, cities have been looking for new ways to thrive. This issue has forced them to compete with each other for attracting investors, tourists, residents, and labors. In this competitive environment, governments have begun to strengthen their urban marketing activities and promote the values of the products of their cities in order to attract visitors and tourists by enhancing their competitiveness and productivities. Urban marketing and especially urban branding can be considered as a tool to recognize the competitive advantage of cities and promote their histories, as well as the qualities of their places, lifestyles, and cultures. Given the importance of the concept of urban branding, the present study sought to analyze the roles of urban management components i.e., municipal component, city council component, chamber of commerce component, and other related bodies, in creating urban branding in Isfahan City. The research questions were as follows: 1) Does the municipality have an impact on creating urban branding ? 2) Does the city council have an impact on creating urban branding? 3) Does the Chamber of Commerce have an impact on creating urban branding? and 4) Are the related bodies effective in creating urban branding? Methodology This goal-based research was based on an applied method. In terms of data collection, this research was a survey-based document-field study. SPSS and Smart PLS pieces of software were used to measure the research data obtained from the questionnaire. The statistical population included all the citizens of Isfahan City. According to the results of the general population and housing census, the population of Isfahan City in 2016 was equal to 2,174,172 people, of which 1,978,168 people lived in Isfahan City and 196,004 people lived in villages. There were several methods for sampling. Given that the statistical population of the research was unlimited, a statistical sample of 384 citizens was calculated by using Cochran's formula. Based on the available non-random sampling method, a questionnaire was distributed among 414 members of the target community. The reason for the higher distribution was that the research answers could be closer to reality and better attributed to the statistical population. Another sample of the research consisted of 50 managers in Isfahan City. Discussion A 30-item questionnaire was used to collect the data. As mentioned in the above section, this study included the two statistical communities of customers and managers of Isfahan City. In the first part, Cronbach's alpha values were obtained for the components of municipality (0.94), city council (0.92), chamber of commerce (0.83), other bodies (0.96), and urban branding (0.89) from the managers’ perspectives. In the second part, its values were obtained for the components of municipality (0.82), city council (0.84), chamber of commerce (0.79), other bodies (0.87), and urban branding (0.81) from the citizens’ perspectives. According to the questions raised in the introduction section, it could be said that the approvals of municipality (6.126), city council (3.202), chamber of commerce (2.224), and other bodies (8.187) had significant impacts on urban branding development from the managers’ perspectives. The approvals of municipality, Islamic council, chamber of commerce, and other organs of the city in total and in combination showed approximately 77% of the changes in the development of urban branding in Isfahan City, while the rest of the changes were related to other factors. On the other hand, the approvals of municipality (80.778), city council (166.168), chamber of commerce (7.778), and other bodies (6.936) had significant impacts on the development of urban branding from the citizens’ perspectives. It could be said that the approvals of municipality, Islamic council, chamber of commerce, and other organs of the city in total and in combination showed approximately 94% of the changes in the development of urban branding in Isfahan City, while the rest of the changes were related to other factors. Conclusion The purpose of this study was to investigate the effects of urban management components on urban branding. The first question of the research was whether the approval of municipality played a role in creating urban branding development. Confirmation of this question meant that municipal managers were able to establish a desirable and purposeful cooperation with other organizations to develop branding in Isfahan, which was one of the most important and long-standing cities in Iran. Isfahan municipal managers could help introduce and develop branding in Isfahan city by establishing bilateral relations with tourism and Tourism Organization. This two-way communication, was very effective in introducing the principles and foundations of the city although it was time-consuming and sometimes costly. The second research question was if the city council approval played a role in creating urban branding development. The reason for confirming this question was that appropriate education and culture-building among the people of Isfahan City with regard to the concept of urban branding and core values had been already planned and implemented by the managers active in the field of city council. On the other hand, it could be noted that the more the managers and members of the city council put appropriate strategies and policies in their agenda for branding the city of Isfahan, the better and faster they could develop this city in terms of branding and bring it to a proper and worthy place. The third question of the research was whether the approval of the Chamber of Commerce played a role in creating the development of urbaning brand. The managers of the Chamber of Commerce had tried to develop and introduce the city of Isfahan through a booklet or storytelling and holding meetings and conferences. It could be noted that one of the most important programs of the city council was to strengthen and develop tourism in Isfahan. They were also trying to get the Tourism Commission of the Islamic Council of the city to interact with the Tourism Commission of the Chamber of Commerce so that transferring of experiences and ideas could be done in a desirable way. The fourth question of the research was if the approvals of the other bodies played a role in creating the development of urban branding. The city of Isfahan is one of the metropolises of Iran that has faced an increase in population due to people’s migration from all over Iran every year; therefore, attention to environmental issues should be on the agenda. In addition to environmental factors, paying attention to cultural and religious factors can help in the development and promotion of branding in Isfahan City in order to attract tourists and investors. 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