Assessment of Regional Brand Attributes Influence on Its Perception by Young Residents (Using the Example of a Cultural Institution)
The article explores the possibility of increasing the loyalty of the youth audience - generation Z - to
regional brands using the example of the Perm State Academic Opera and Ballet Theater named after
P.I. Tchaikovsky. The authors substantiated the use of the SERVQUAL methodology as a key
method for studying the influence of the main branding indicators on attracting the attention of young
people and increasing their loyalty to the region of residence. Using the SERVQUAL methodology,
the authors undertook a study and assessment of the impact of the theater brand on young consumers
- representatives of the Z generation.
The article deals with the currrent state of place branding in Russia. The author analyses key problems as well as particular cases basing at the marketing approach to place management. Prospective of co-development tourism and grobal brands is considered.
Proceedings of the 6th Corfu Symposium on Managing & Marketing Places organised by the Institute of Place Management, Manchester Metropolitan University, May 6th-9th, 2019.
In this paper the authors examine the marketing areas as strategic management process objects of tourist activities. In the study, a comparative analysis of different approaches to developing a marketing strategy of the city of Nizhny Novgorod, as a regional center of Nizhny Novgorod region.
Purpose – The paper is aimed to present the approach to the investigation of place development trajectory which ties up the bottom-up initiatives and the city strategic perspectives.
Design / approach – It is proposed to implement the ‘tactical urbanism’ activities and to up-scale their insights to tackle them with city strategy. The approach is aimed at local community activation as the preliminary stage of further involvement and gives new insights into ways of city representation. The case study is performed on the basis of the intervention that was implemented during the “Interactive Moscow” Summer School and the possible strategic insights are discussed.
Findings – The paper proposes the way of abandoned places development using intervention as a tool of community activation and draws the possible algorithm schematically, which needs further discussion.
Originality / value – The paper tests transferability of place management concept to centrally planned environment.
The article defines the importance of studying the residents’ equity in place marketing. Several current approaches to determining the residents’ equity are highlighted. In conclusion, the approach to determining the residents’ equity in place marketing is stated.