|
|
Beyond tourism: Development of place branding in the context of the City of Prague
Legáthová, Lucia ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
In today's global landscape, cities and regions are increasingly competing for investments, tourists, and talent, prompting the adoption of multi-dimensional branding strategies beyond tourism promotion. City branding has emerged as a means to enhance the overall image and attractiveness of cities. Despite growing academic interest in city branding, a research gap exists, specifically in the case of Prague, where the international perception does not align with the progressive transformation of the city. The case study of the City of Prague is explored to examine its city branding efforts, uncover the most pressing challenges and provide possible solutions through a combination of content analysis of key strategic documents and semi-structured interviews with key stakeholders. Findings reveal a discrepancy between Prague's desired image and its branding efforts, hindered by a lack of clear leadership, political interest, coordination and long-term strategic vision. Addressing these challenges will be crucial for Prague to build a distinctive and successful city brand. Establishing clear leadership, engaging political stakeholders early in the process and defining clear and measurable objectives are among the potential solutions to bridge the gap between Prague's desired image and its branding efforts.
|
|
|
Brno Connectivity / Brno Democratic City
Bartoňková, Markéta ; Zadražilová, Miroslava (referee) ; Nový, Vítězslav (advisor)
A new public space for everyone. high line in Brno Imagine you are in the future. In the year around 2030. The main railway station has been moved away. You walk from the city centre and in the place of the current unfriendly main train station you pass through tree alleys and the first tower of the high line is just in front of you. The original train track is revitalised with greenery and you can walk high above street level, safe from cars, and you enter the brand new Spitalka district. You can see the city with its street life from a different perspective. The High Line is designed for everyone. There are cyclists, pedestrians, people on roller skates, mothers with strollers, joggers, it's a safe place for everyone. It doesn't just create a pedestrian link from point A to point B. It offers multiple connections and the opportunity to hang out and sit in the greenery on the high line and look out onto the streets. At the viewpoints you can go even higher, to observe the city, to see the landmark of St. Peter and Paul Cathedral in the background and to overlook the whole high line in the greenery. What more? The heart of the high line is the little square with the amphitheater and the circular oasis. The oasis creates its own safe world. It is the culmination of the entire connectivity of the high line. Connecting people in a circle.
|
|
|
Brand of the Destination as a part of the Destination Image
BOROVIČKOVÁ, Jitka
The diploma thesis is focused on how the city of Pilsen is perceived as a tourist destination and how the city brand is written in the minds of visitors. This work also specifically focuses on industrial and remembrance tourism, which is currently focused on the Tourism Strategy of the city of Pilsen. The introductory part defines the main concepts related to the definition and meaning of the brand, building the image of the brand, but there is also a description of industrial and remembrance tourism. The practical part of the work is based on a questionnaire survey. The main goal is to show the visitor's awareness of the current brand of the city of Pilsen and how they generally perceive the destination.
|
|
|
Success factors of place branding of European cities
Zakharova, Dinara ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The thesis is devoted to determining the factors influencing the success of place branding implementation in European cities. The involvement of stakeholders in the city branding process, the focus of city branding strategy on citizens and life quality increase, the inclusion of the EU- level stakeholder represented by the "Eurocities" network, management of digital identity, and the inclusion of the rhetoric of sustainability and "greenness" into the place branding strategy are considered as factors that can influence the success of city branding implementation in European cities. The analysis proved that city branding is a complex process that cannot be influenced by only one factor. The study outlined three elements necessary for the success of city branding of European cities. These factors include the involvement of stakeholders in the city branding process, digital identity management, and the inclusion of the rhetoric of sustainability and "greenness" into the place branding strategy. Also, the combination of factors sufficient to produce place branding was identified. Thus, for place branding to be successful, the place branding strategy should simultaneously involve citizens, focus on the citizens and life quality increase, and include management of digital identity and the rhetoric of...
|
|
|
Change of strategic communication of the capital Prague in the field of tourism in connection with the effects of overturism and Covid-19
Kmentová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The aim of the presented diploma thesis was to find and interpret key elements of the change in strategic communication of the Prague capital city implemented through its official destination management organization Prague City Tourism, Ltd., and to analyze the style and direction of communication in 2016-2019, when the wave of overturism grew not only in the Czech capital, but also on an European scale, and communication after 2020, when a new Conception of inbound tourism of the Prague capital city was created in cooperation with the destination management organization Prague City Tourism, Ltd. The theoretical part deals with the definition of strategic communication with a specific focus on the tourism industry. The practical part is focused on the reasons that led to the decision to change the strategic communication of the Prague capital city in the field of inbound tourism, so that it becomes sustainable in the years to come. Furthermore, the results achieved with the launch of initial projects, which are to lead to the stabilization of domestic and foreign tourism in the Prague capital city, so that residents, business subjects and the city can benefit from them.
|
|
|
Marketing communication of Pilsen in connection with the nomination for the title of the European capital of culture 2015
Vysloužilová, Kristýna ; Dolanská, Nora (advisor) ; Shavit, Anna (referee)
The goal of this bachelor thesis is to analyze the communication activities of the city of Pilsen in connection with its nomination for the title of the European Capital of Culture 2015. The thesis contains an essential description of approaches to place marketing which are further supported by foreign literature. The thesis also focuses on place branding and strategic marketing planning processes in this particular area. A complete overview and description of the project of the European Capital of Culture is also included and its potential applications in the field of marketing are considered. The thesis furthermore covers the integration of this project into the long-term development of the city of Pilsen. This is mainly achieved through the analysis of strategic development documents of the city. A crucial part is dedicated to the analysis of the applied communication activities. These are analyzed within the period which is defined by the fall of 2009 and by the day when the city was officially awarded the title, that is the 19th of May 2011. This period is divided into two segments: before and after winning the competition due to significant changes in the competencies and in the approach to communication. This thesis analyzes the communication tools and the communication strategy concept for...
|
|
|
Koloniální nemovité dědictví a obrazy města ve východní Asii: Případová studie Kóbe a Inčchonu
Zimt, Alexandra ; Halbich, Marek (advisor) ; Horáková, Hana (referee) ; Knotková - Čapková, Blanka (referee)
This paper studies two former treaty ports, Kobe in Japan and Incheon (Chemulpo) in South Korea following the scholarship of Jennifer Robinson (2006) in building social scientific knowledge upon case studies of the so-called "ordinary cities". Using a "bricolage" of sub-fields of social anthropology and research techniques, the study focuses on the built remnants from the colonial period in the two cities and their perceived image to further develop on ethnographies of sensescapes and post-colonialism. The present study is an addition to the scholarship of urban anthropology through tracing out the formations of personal images of a city among their inhabitants, emic perceptions of "danger" and "oldness" in relation to built environments in Japan and South Korea and discussing the relevance of post-colonial sensibilities for place image creation. Keywords: urban anthropology, socio-cultural anthropology, collective memory, city branding, city image, post-colonialism, settler urban heritage, Japan, South Korea
|
|
|
City branding of Czech regional capital cities
Jenček, Lubor ; Šifta, Miroslav (advisor) ; Šerý, Miloslav (referee)
Lubor JENČEK: City branding krajských měst v Česku Abstract This thesis deals with city branding of Czech regional capital cities. Its goal is to compare city branding of Czech regional capital cities and reveal a functional mechanism of city branding in practice. The theoretical framework of this thesis is based on the concept of branding, which is first discussed in general and later theoretically and practically expanded. Its functions in general are discussed. In the empirical part, the main research attention is dedicated to concepts of place branding and city branding on the case of the contemporary city branding of Czech regional capital cities The thesis aims to answer six research questions divided into three thematical groups - interpretation of Czech regional capital cities' brands, motivation for their creating and use, and the ways how to manage them. Answers to these questions should reveal actual condition of Czech city branding. A combination of qualitative and quantitative methods is used in this thesis. Data were acquired by questionnaire survey targeted at all Czech regional capital cities' representatives, and semi-structured interviews with representatives of four selected cities (Ostrava, Zlín, Plzeň and Ústí and Labem) as case studies. The results of the thesis can be applied in...
|
|
|
Branding of Prague
Veberová, Klára ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The bachelor's thesis describes the branding of Prague and the strength of the city's brand. The theoretical part addresses terms such as brand, branding, city branding, and its distinction from city marketing. The differences between city branding and commercial branding are mentioned as well since the topic of a city functioning as a brand is a broadly discussed one. The following descriptive part introduces Prague's brand, the reputation and image, including its identifying characteristics such as culture, architecture, film industry, residents, and famous people. Examples of marketing campaigns, organizations or agencies participating in the process of Prague's branding are also a part of the description. The last practical part of this bachelor's thesis compares different indexes and barometers measuring the strength of city brands. This allows to present how strong Prague's brand is in comparison to other cities in the world. In the last part of the thesis, the case studies of two chosen cities are analyzed, focusing on specific reasons of their success and their comparison to Prague.
|
|
|
Foreign Cultural Policies of Global Cities: the Case of London and Paris in the years 2007-2016
Chocholová, Anna ; Tomalová, Eliška (advisor) ; Matějka, Ondřej (referee)
This Master's thesis examines the foreign cultural policies of global cities, and incorporates case studies of London and Paris during the years 2007-2016. It answers the question why, in what manner and with what results do these two global cities form the cultural sphere of their respective foreign policies. Through the analysis of the British and French cultural diplomacy, the thesis determines whether the foreign cultural efforts of global cities differ from the ones of their states and share common features among themselves, or whether the influence of the national models, contrary to the global cities theories, still plays the key role. Furthermore, the question of if, to what extent and with what results do Paris and London participate in cooperation among cities is addressed in order to asses Saskia Sassen's hypothesis about the formation of transnational urban networks. The thesis concludes that even though the cultural spheres of London's and Paris's foreign policies share many similarities, the influence of state models is still evident. London, as opposed to Paris, just like the United Kingdom as opposed to France, makes use of modern methods, including marketing and city/state branding, and at the same time puts emphasis on economic profit. On the other hand, both cities use similar tools and...
|
guest ::
RSS feed.