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Title:

Town design and town communications in the process of image creation of Wroclaw and Malaga

Subject and Keywords:

city image   territorial marketing   Wroclaw   Malaga

Description:

Od 2013: Ekonomia – Wroclaw Economic Review

Abstract:

Creating a positive image is one of the most important activities undertaken not only by enterprises, but also by territorial units. Cities and regions can see the need to create and maintain a good image as an important factor of competitive advantage facilitating opportunities for dynamic development. Nowadays, the most active in this respect are large urban centers which are managed in a creative way, and a good image, which is their most important intangible asset, definitely facilitates competition in increasingly demanding markets. The paper aims to present activities within town design and town communications, which, apart from town behavior, belong to the basic components of the process of creating the image of modern cities. One of the qualitative methods, which is a case study, was applied due to the possibility of making comprehensive comparisons based on the information identified. The examples of two culturally distant cities were used, namely the Polish city of Wroclaw and the Spanish city of Malaga, which, in many areas of creating their image, carry out similar activities. In both cities, the commercialization of city symbols is visible at the expense of historical and cultural aspects. The communication with stakeholders is similar, in which interactive techniques dominate, and particular activity manifests itself in social media and in the development of urban applications that perform both information and entertainment functions.

Date issued:

2021

Resource Type:

text

Detailed Type:

article

Identifier:

ISSN 0239-6661   ISSN 2658-1310

DOI:

10.19195/2658-1310.27.4.6

Language:

eng

Abstract Language :

eng

Access rights:

The use of this material is allowed only with accordance of applicable rules of fair use or other exceptions provided by law, and any broader use requires the permission of the authorized entity

License:

Making materials available on the basis of the agreement with the owner of the property copyrights

Rights holder:

Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o., Wrocław 2021   Copyright by CNS

Autor opisu:

WR U/PAdks