OPEN ACCESS
The purpose of this paper is to present a comparative evaluation of the implementation of place marketing policies in Europe. The cities that are examined are Glasgow, Lisbon and Prague. The evaluation uses data from particular promotion and strategic plans that each city planned in order to promote its image to the potential target markets effectively. This paper proposes the view that the effective implementation of place marketing policies is based on the satisfaction of some very important criteria that cities should take into consideration in order that these policies do not become a hindrance to the cities’ development.
city’s distinctive characteristics, Glasgow, internal and external environments, Lisbon, place marketing policies, Prague, productive system, strategic planning
[1] Ministerial Meetingon Regional Policyand Spatial Planning: IIsession, Spatial Planning, Cities in Europe: Globalisation, Sustainability and Cohesion, Document by the Italian Presidency, 1996.
[2] Ward,V.S., Selling Places: The Marketing and the Promotion of Towns and Cities 1850–2000’, E & FN Spon: London, 1998.
[3] Metaxas, T. & Kallioras, D., Medium-size economic development and regional competitiveness: the case of Larissa–Volos dipole in Thessaly region of Greece, Paper presented to the 9th Regional Studies Association International Conference ‘Reinventing Regions in a Global Economy’, Pisa, 12–15 April 2003.
[4] Hall, T., Urban Geography, Routledge: NewYork, 1998.
[5] McCarthy, J., Reconstruction, regeneration and re-imaging: the case of Rotterdam. Cities, 15(5), pp. 337–344, 1998.
[6] McCarthy, J., Entertainment-led regeneration: the case of Detroit. Cities, 19(2), pp. 105–111, 2002.
[7] Ali-Knight, J. & Robertson, M., Introduction to arts, culture and leisure. Festival and Events Management:An InternationalArts and Culture Perspective, eds. I.Yeoman et al., ButterworthHeinemann: Oxford, 2004.
[8] Scherrer, W., Information deficiencies in place marketing and the scope for public and private sector partnership: evidence from the city of Salzburg,WIWWorking Paper Series, No. 6, 2002. [9] Meler, M. & Ruzic, D., Marketing identity of the tourist product of the Republic of Croatia. Tourism Management, 20, pp. 635–643, 1999.
[10] Malta Tourism Authority Strategic Plan, 2000–2004.
[11] Choi, M.W., Chan,A. &Wu, J.,A qualitative and quantitative assessment of Hong Kong’s image as a tourist destination. Tourism Management, 20, pp. 361–365, 1999.
[12] Cushman & Wakefield Healey & Baker, European Cities Monitor 2002, 2002.
[13] Boorstin, D.J., The Americans: The National Experience, Vintage: NewYork, 1965.
[14] Bramwell, B., User satisfaction and product development in urban tourism. Tourism Management, 19(1), pp. 35–47, 1998.
[15] Hope, A.C. & Klemm, S.M., Tourism in difficult areas revisited: the case of Bradford. Tourism Management, 22, pp. 35–47, 2001.
[16] Kotler, P., Rein, I. & Haider, H.D., Marketing Places: Attracting Investment, Industry and Tourism to Cities, Regions and Nations, Free Press: NewYork, 1993.
[17] Kotler, P., Asplund, C., Rein, I. & Haider, D., Marketing Places Europe, Prentice Hall: New Jersey, 1999.
[18] Bradley,A., Hall,T. & Harrison, M., Selling cities: promoting new images for meetings tourism. Cities, 19, pp. 61–70, 2002.
[19] Harvey, D., The Condition of Postmodernity, Blackwell: Oxford, 1989.
[20] Short, R.J. & Kim,Y.-H., Urban crises/urban representations: selling the city in difficult times.
The Entrepreneurial City, eds. T. Hall & P. Hubbard, John Wiley & Sons: NewYork, 1998. [21] Kotler, P., Principles of Marketing, 3rd edn, Prentice Hall: Englewood Cliffs, 1986. [22] European Commission – Recite Programme II – LODIS, www.chestercc.gov.uk/lodis/hom [23] Ashworth, J.G. & Voogd, H., Selling the City, Belhaven Press: London, 1990.
[24] Metaxas, T., Place/city marketing as a tool for local economic development and city’s competitiveness: a comparative evaluation of place marketing policies in European cities, Paper presented to the EURA Conference in Turin, ‘Urban and Spatial European policies’ 18–20 April 2002.
[25] Holcomb, B., (1993) ‘Revisioning place: de-and re-constructing the image of the industrial city’ (1993), cited in Short, J.R. & Kim, Y.-H., Urban crises/urban representations: selling the city in difficult times. The Entrepreneurial City, eds. T. Hall & P. Hubbard, John Wiley & Sons: NewYork, 1998.
[26] Ashworth, J.G. & Voogd, H., Marketing and place promotion. Place Promotion: The use of Publicity and Marketing to SellTowns, Regions, eds. R.J. Gold &V.S.Ward,Wiley: Chrichester, 1994.
[27] Lever, F.W. & Turok, I., Competitive cities: introduction to the review. Urban Studies, 36(5–6), pp. 791–793, 1999.
[28] Cheshire, P.C. & Gordon, R.I., Territorial competition and the predictability of collective (in)action. International Journal of Urban and Regional Research, 20, pp. 383–399, 1996.
[29] Cheshire, P.C. & Magrini, S., Evidence on the impact of territorially competitive policy and the roleoftransactionscostsinconditioningcollective(in)action.ResearchPapersinEnvironmental
and Spatial Analysis, No. 57, Department of Geography and Environment, London School of Economics, 1999.
[30] Cheshire, P.C., Cities in competition: articulating the gains from integration. Urban Studies, 36(5–6), pp. 843–864, 1999.
[31] Metaxas, T. & Petrakos, G., Regional competitiveness and cities competition. Proceedings of GreekDepartmentofEuropeanRegionalScienceAssociation‘RegionalDevelopmentinGreece: Trends and Perspectives’, 2004 (forthcoming).
[32] Wilkinson, F., Productive systems. Cambridge Journal of Economics, 7, pp. 413–429, 1983.
[33] Garofoli, G., Local development in Europe: theoretical models and international comparisons. European Urban and Regional Studies, 9(3), pp. 225–239, 2002.
[34] Balsas Lopes, J.C., City center revitalization in Portugal: lessons from two medium size cities. Cities, 17, pp. 19–31, 2000.
[35] Bremner, L., Reinventing the Johannesburg inner city. Cities, 17(3), pp. 185–193, 2000.
[36] Lehtovuori,P.,Weakplaces:thoughtsonstrengtheningsoftphenomena.City,4(3),pp.398–415, 2000.
[37] Page, J.S. & Hardyman, R., Place marketing and town center management: a new tool for urban revitalization. Cities, 13(3), pp. 153–164, 1996.
[38] Snaith, T. & Haley,A., Resident’s opinions of tourism development on the historic city ofYork, England. Tourism Management, 20, pp. 595–603, 1999.
[39] Mahizhnan, A., Smart cities: the Singapore case. Cities, 16(1), pp. 13–18, 1999.
[40] Ache, P., Vision and creativity-challenge for city regions. Futures, 32, pp. 435–449, 2000.
[41] Schofield, P., Cinematographic images of a city: alternative heritage tourism in Manchester. Tourism Management, 17(5), pp. 333–340, 1996.
[42] Polidano, C., Measuring public sector capacity. World Development, 28(5), pp. 805–822, 2000.
[43] Kresl, K.P. & Singh, B., The competitiveness of cities: the United States. Cities and the New Global Economy, ed. OECD, The Government of Australia and the OECD: Melbourne, 1995.
[44] Kresl, K.P. & Singh, B., Competitiveness and the urban economy: twenty-four large US metropolitan areas. Urban Studies, 36(5–6), pp. 1017–1027, 1999.
[45] Aucoin, P. & Bakvis, H., Public Service Reform and Policy Capacity: Recruiting and Retaining the Best and the Brightest? Workshop on Challenges to State Policy Capacity: Global Trends and Comparative Perspectives, City University of Hong Kong, April 5–6, 2003.
[46] van den Berg, L., Braun, E. & van der Meer, J.,The organizing capacity of metropolitan regions. Environment and Planning C: Government and Policy, 15, pp. 253–272, 1997.
[47] van den Berg, L. & Braun, E., Urban competitiveness, marketing and the need for organizing capacity. Urban Studies, 36(5–6), pp. 987–999, 1999.
[48] van den Berg, L., van der Meer, J. & Pol, M.J., Organizing capacity and social policies in European cities. Urban Studies, 40(10), pp. 1959–1978, 2003.
[49] Boyle, R., Partnerships in practice: an assessment of public-private collaboration in urban regeneration – a case study of Glasgow Action. Local Government Studies, 15(2), pp. 17–28, March–April, 1989.
[50] Booth, P. & Boyle, R., See Glasgow, see culture. Culture Policy and Cities Regeneration, eds. F. Biachini & M. Parkinson, Liverpool, 1994. [51] Glasgow City Council, 2005.
[52] Glasgow Tourism Action Plan, 2002–2007.
[53] Glasgow Economic Forum, Glasgow’s continuing prosperity: a joint economic strategy for Glasgow, 2003–2005.
[54] Alden, J. & da Rosa Pires, A., Lisbon: strategic planning for a capital city. Cities, 13(1), pp. 25–36, 1996.
[55] CLM (Camara Municipal de Lisdoa), Plano Estrategico/Plano Director Municipal, Proposta de Objectivos, Bases, Metodologia, e Calendarios, CLM, August, Lisbon, 1990.
[56] Vasconcelos, L.T. & Reis,A.C., Building new institutions for Strategic Planning: Transforming Lisbon into the Atlantic capital of Europe (Chapter 6). Making Strategic Spatial Plans: Innovation in Europe, eds. P. Healy, A. Khakee, A. Motte & B. Needham, UCL Press: London, 1997.
[57] Russo, P.A. & van der Borg, J., Planning considerations for cultural tourism: a case study of four European cities. Tourism Management, 23, pp. 631–637, 2002.
[58] van den Berg, L., van der Meer, J. & Otgaar, H.J.A., The Attractive City: Catalyst for Economic Development and Social Revitalisation, EURICUR, 2000.
[59] Comissário-geral da EXPO ’98, Relatório Exposiçao Mundial de Lisbao de 1998, 1999.
[60] Hammersley, R. & Westlake, T., Planning in the Prague region: past, present and future. Cities, 13(4), pp. 247–256, 1996.
[61] Johnson, M., Czech and Slovak tourism: patterns, problems and prospects. Tourism Management, 16(1), pp. 21–28, 1995.
[62] Strategic Plan for Prague (draft) by City Development Authority of Prague, 1998.
[63] Sykora, L, Prague in the 1990s: changing planning strategies in the context of transition to market economy. European Cities, Planning Systems and Property Markets, eds. J. Berry & S. McGreal, E & FN Spon: London, pp. 321–344, 1995.
[64] Strategic Plan for Prague (final version), by Prague Municipal Assembly, 1999. [65] Hall, T., Urban Geography, 2nd edn, Kritiki: Athens, 2005.