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Assesment of Floating Garden strategy in creating the place brand of Szczecin

Romanowski Robert, Rogalska Karolina Majka

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 176

495--514

Purpose: The aim of the study is to identify and evaluate the image of the Szczecin brand associated with the Floating Garden strategy among residents of the city and residents of other Polish cities who are potential tourists on the basis of a long-term brand management strategy. Design/methodology/approach: To achieve the objective, the method of comparative analysis was used. Selected identifiers of the Floating Garden strategy, collected in 6 groups of activities undertaken to create the image of Szczecin, were subjected to empirical verification in 2 target groups: residents of Szczecin and residents of other cities (potential tourists). The data was collected using the Internet survey method (CAWI) and the results were interpreted using the Anholt-gmi city brand hexagon model. On their basis, several sets of hexagons were developed according to the criterion of gender and age. Two hypotheses were adopted in the study. The first presumes that inhabitants identify the most important assumptions of the Floating Garden strategy. In contrast, the second one presumes that potential tourists do not know the assumptions of the discussed strategy. The hypotheses were defined based on a need to build the Floating Gardens strategy towards residents and tourists, articulated by the creators of the strategy. Findings: Assessment of the image for the local community, based on the implementation of the Floating Garden strategy, is characterised by a high intensity of associations between the given factors included in the assumptions of the discussed strategy. Residents know and understand the assumptions of the strategy and notice the positive changes taking place in the city and in their everyday lives. Building an image of the Szczecin brand is positively received. Despite great commitment to the promotion of the city's image in Poland and abroad, potential tourists do not yet fully identify the Szczecin brand as Floating Garden. Research limitations/implications: In the study of potential tourists who are residents of metropolitan areas, they were treated as a homogeneous group, thus it is possible, by adopting more extensive criteria, to deepen the results of the conducted research. In addition, models other than Anholt's hexagon can be used to interpret the results, e.g. models using the theory of planned behaviour or semantic profiles for comparing promotional messages. Practical implications: The article contains implications for city leaders who can use Anholt's hexagon in 6 dimensions, both to evaluate an umbrella brand, such as Floating Garden, and to assess an individual brand. Originality/value: In the study, the content of questions concerned not only identifiers associated with the city, grouped into 6 brand dimensions according to the Anholt-gmi city brand hexagon model, but also enquiries about associations and the visual side used in creating the Szczecin brand logotype. Research on the perception of logotypes and their compliance with the strategy of the place brand is also a rarity in literature on the subject.