Place Marketing through Urban Entrepreneurship Approach (Case Study: Rasht Historic Cultural Axiom)

Subject Areas : Urban Planning

Vahid Feizkhah ¹ ( Shahid Beheshti University, Tehran, Iran )
Behzad Malekpour Asl ² ( Shahid Beheshti University, Tehran, Iran )

Received: 2023-04-21 Accepted : 2023-05-19 Published : 2023-05-22

Keywords: Rasht City, urban competitiveness, urban entrepreneurship, city branding, Location marketing,

Abstract :

In the age of globalization and information and due to the emergence of a networked society, cities today are known as the main place of production and consumption in the world. Hence, there is a wide competition for financial and human capital among the cities of the world. Due to this, new and innovative concepts such as "place marketing" and "place branding" have been proposed to use the maximum capacity of the place to attract fluid capital. This study seeks to study the theory of place marketing with an urban entrepreneurship approach by studying theoretical texts and global experiences, and by presenting a theoretical model using the "structural equation modeling" method to achieve location marketing with an entrepreneurial approach. A city in the city of Rasht and the study of its spatial requirements in the selected study sample, ie, "Historical and cultural axis of Rasht Municipality" with emphasis on the theory of agglomeration, to explain how to achieve place marketing through an urban entrepreneurship approach. The results showed that based on Pearson correlation, the concepts of promoting place brand to attract capital, private sector participation in entrepreneurship, creativity capital, place knowledge-dependency and vitality of local economy have the highest correlation with dependent variable, ie place marketing through urban entrepreneurship approach at level 0.05. The reliability test of the proposed model was evaluated by two methods. The factor load of each index was above 0.5 which was significant at the level of 0.50 and confirmed the reliability of the model and Cronbach's alpha test for the variables which obtained 0.7 numbers which confirm the reliability of the model.

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Bosma, N., & Sternberg, R. (2014). Entrepreneurship as an urban event? Empirical evidence from European cities. Regional studies, 48(6), 1016-1033.

Castells, M. (2005). Space of flows, space of places: Materials for a theory of urbanism in the information age. The city reader, 572-582.

Harvey, D. (1989). From Managerialism to Entrepreneurialism: The transformation of Urban Governance in Late Capitalism. The blackwell city reader, 456-463.

Kavaratzis, M., Warnaby, G., Ashworth, G. (2015).  Rethinking Place Branding Comprehensive Brand Development for Cities and Regions, Springer

Peng, J., Strijker, D., & Wu, Q. (2020). Place Identity: How far have we come in exploring its meanings? , Frontiers in psychology, 11, 294.

Porter, M. E. (1990). The Competitive Advantage of Notions. Harvard business review.

Sager, T. (2011). Neo-liberal Urban Planning Policies: A literature survey 1990–2010. Progress in planning, 76(4), 147-199.

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Ward, S. V. (1998). Selling Places: The marketing and promotion of towns and cities,1850 – 2000