Creative cities generate high levels of innovation and economic growth, and also vibrant places to live. It is not certain that creative cities will show high levels of inclusiveness. Inclusiveness is a multi-dimensional concept and creativity is definitely established. More
Creative cities generate high levels of innovation and economic growth, and also vibrant places to live. It is not certain that creative cities will show high levels of inclusiveness. Inclusiveness is a multi-dimensional concept and creativity is definitely established. When cities decide to be both as creative city and an inclusive city, various tensions may arise. Inclusive city branding and urban policy initiatives are a contentious issue We have chosen Dubai, Amsterdam and Toronto as case studies because all three have good situation in both. Toronto in religious and racism issues, Amsterdam in political initiatives related to age and ability to perform have shown weakness. Dubai performs poorly in political initiatives and geographical discrimination, issues of income and wealth in many ways there is proportionality between creativity, but there is also an inconsistency. Dubai has consistency aspects with local cultures and ignoring elements contrary to traditional norms such as classism, religionism, sexism and racism. In Amsterdam, there is little attention to economic growth, income generation, and support for the elderly and disabled people. In Toronto, there is less tension between the inclusive city aspect and the religionism, racism and discrimination based on income, wealth, and location.
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Today, cities are increasingly competing with each other to attract more and more tourists, investors and companies, new citizens, and a valuable and creative workforce. However, city branding plays an effective role to attract or repel them. Therefore, preparing strate More
Today, cities are increasingly competing with each other to attract more and more tourists, investors and companies, new citizens, and a valuable and creative workforce. However, city branding plays an effective role to attract or repel them. Therefore, preparing strategic urban branding plans to recover and promote the brand of cities is of great importance. In Iran, some efforts in this regard such as the strategic branding plan of Isfahan, Tehran, and the strategic plan of the visual identity of Mashhad and Kelardasht have been made. Therefore, studying the effects and evaluation of strategic urban branding plans can improve the quality of strategic city branding programs in Iran. As a result, studying the effectiveness and efficiency of these strategic plans is of high importance. In this research, the qualitative content analysis method was used to study the strategic branding plan of Isfahan and identify the components of urban branding according to the existing documents. To do so, the emphasized or neglected dimensions were identified and presented in Isfahan’s branding. The purpose of this study is to determine the components of city branding and the way the dimensions of the subject are emphasized or neglected in the existing document.
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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 w More
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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