Wyniki wyszukiwania - BazTech

1

Digital nomads as recipients and users of the city's offer. Status and prospects of research

Sztuk Aleksandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

633--644

EN

Purpose: This paper aims to identify the current state of knowledge and ongoing research related to the digital nomad segment from the perspective of territorial marketing. Design/methodology/approach: The Scoping Review method was used, and the research material was collected from 3 databases: Scopus, Web of Science, and the Google Scholar academic browser. In order to graphically present the research conducted by scientists relating to digital nomads, VOSviewer software was used to build a map of connections between keywords appearing in publications. Findings: Based on the Scoping Review, the author notices a sudden interest in the academic community in the issue of digital nomads, particularly in business economics and social sciences. The analysis of the collected materials allows to conclude that the technological facilities offered by territorial units are one of the critical features of the city as a destination from the perspective of digital nomads. Moreover, the author indicates that the characteristics of the profile of the digital nomad group require constant updates to conduct effective marketing communication of cities with this target group. Place marketing theorists and practitioners looking for effective ways to attract digital nomads should also focus on the possibilities of cooperation with residents because their attitudes and opinions strongly influence the perception of the city. Originality/value: So far, few studies have combined the issue of digital nomads as a group of consumers of the city's offer with the area of city marketing. This paper consolidates previous findings in this area. The last part of the paper proposes future research directions, the results of which may positively affect the effectiveness of marketing activities used by territorial units to gain the interest of digital nomads.

2

The European capital of culture as a marketing mega-event: the challenge of getting nominated

Rudolf Wawrzyniec, Cheraghi Elham, Olasik Marta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

233--254

EN

Purpose: Explore the recent evolution of the European Capital of Culture (ECoC) program in terms of both selection criteria and the profiles of the cities nominated to become a one-year cultural capital of Europe Design/methodology/approach: The case study was used as the research method. In this research, the case of the ECoC program was presented as a chance for European cities aiming at creating their competitive position based on culture and creativity. The authors have identified three subsequent periods in the evolution of the ECoC and concentrated on identifying the differences between them, referring to selection criteria and the characteristics of the awarded cities. Findings: The evolution of the ECoC formula shifts toward European cities with better recognition of intangible heritage, smaller size, and lower administrative status. Possessing the tangible heritage assets is not the leading advantage anymore, and the chances of success are bigger for locations which had not been recognized before as cultural centers. Research limitations/implications: The study is based on desk research, and no qualitative research was conducted. Therefore, the interviews with the city marketers involved in the celebration of the ECoC should be included in further studies for deepening the issue. Practical implications: The paper draws some implications for practice for city marketers aiming at improving the international recognition of the city under the cultural label. The call for the next nominations of the ECoC is open for Czech, French, Polish, and Swedish cities, and soon it will be a case for Cyprus, Belgium, Malta, Spain, Bulgaria, Denmark, the Netherlands, and Italy. Originality/value: The paper identifies the current trends in designation of the ECoC; it covers the unique description of the nominated cities from the selected categories, which enables to assess the chances to be nominated in the incoming calls.

3

Dynamic capabilities in territorial marketing - the possibilities of concept adaptation

Pukas Anetta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

191--206

EN

Purpose: The purpose of this paper is to develop a conceptual understanding of territorial marketing using the dynamic approach and explore the Dynamic Marketing Capabilities that extend the place's competitive advantage. Design/methodology/approach: This paper has taken a conceptual approach to provide an analytical conceptualisation of Dynamic Marketing Capabilities and to guide future studies in territorial marketing. This article introduces a novel dynamic approach towards Territorial units, adopting a view based on the relationship between the dynamic capabilities view and place marketing. The primary method of the research was a critical analysis of the literature Findings: Although there is already extensive literature on Dynamic Capabilities in strategic organizational management, there is the lack of research on this concept in the Territorial Marketing knowledge field. Which indicates a knowledge gap and research gap. The Dynamic Marketing Capabilities for territory was proposed as the result of the conceptual analysis. Originality/value: The paper identify a gap in the conceptual thinking about implementation Dynamic Capabilities concept in territorial marketing. The analysis of the literature allowed the author to notice that the subjects related to concept of DMC in territory units are still being elaborated, but can be adopted.

4

Cities' attractiveness factors from the perspective of digital nomads

Sztuk Aleksandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

323--336

EN

Purpose: This paper aims to identify the factors of destination attractiveness in the opinion of the digital nomads. The data was obtained through a quantitative research process. Design/methodology/approach: The study uses a quantitative approach. The author used a method in the form of a diagnostic survey using a questionnaire tool with a proprietary scale provided to respondents on-line (CAWI). A deliberate sample selection was used based on the self-identification criterion of the respondent as a digital nomad with experience or planning a trip in this capacity soon. Findings: In order to choose a city as a destination, digital nomads are most often guided by the price level prevailing in a given place, the level of safety, and the interesting culture and identity presented by the city. Among the factors influencing the city's attractiveness, the most important were the technological facilities, accessibility, the presence of recreational areas and facilities, and the local community's attitude towards visitors. Originality/value: This paper focuses on analyzing the specificity and features of cities from the perspective of a relatively new, dynamically growing group of external recipients - digital nomads. The developed conclusions may contribute to formulating the city's marketing messages appropriately and adapting the city's offer to the digital nomad community. In addition, this paper contains the issue of preferences regarding the size of the city and the intention to use coworking spaces.

5

New product concept development as an effect of revitalizing the Old Market in Bydgoszcz

Posadzińska Iwona, Sieg Patrycja, Jóźwiak Marek

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 156

375--393

EN

Purpose: Revitalization constitutes an indispensable part of urban development. The use of this concept is thus crucial in the development and communication of new regional products. The elements of territorial marketing enable development of a new product structure - a place. The main article objective entails an attempt to define territorial marketing in the context of revitalization, i.e., as a concept of new product - place - development. Additional objectives are to indicate the impact of revitalization on the change in the surroundings of the Old Market in Bydgoszcz and to link the revitalization processes with the marketing communication of tourist activity. Design/methodology/approach: The article analyses the latest scientific literature on revitalization and territorial marketing. A case study analysis was additionally carried out. Case study conducted in this article was related to the Old Market in Bydgoszcz. Market plate revitalization was analysed at first. Subsequently the authors of the article made an analysis of the Old Market's adjacent streets as well as its key objects. Findings: Owing to the revitalization of the Old Market Square in Bydgoszcz, a new local product has been developed - a place of modified features and functions. The use of territorial marketing tools has helped to attract tourists and residents. The revitalization showed that the Bydgoszcz's Old Town is an attractive place for business, bringing restaurants and entertainment venues to the area. Practical implications: Revitalization and its areas had a positive impact on the development of facilities located in the vicinity of the Old Market in Bydgoszcz. An important element is the skilful management of this place and its financing for further development. Social implications: The key element in the revitalization of the Old Market in Bydgoszcz is the implementation of economic, cultural and social aspects. The implementation of these aspects has a positive impact on local residents and local entrepreneurs. Originality/value: The results of the analysis conducted enrich the literature on revitalization and territorial marketing. Moreover, they serve as a recommendation for further quantitative research in this field.

6

Cieszyn and Český Těšín mayors’ management of the public communication between the municipal authorities and residents

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 156

169--182

EN

Purpose: To assess the manner and instruments used by the authorities of Cieszyn and Český Těšín for the purpose of managing public communication with residents. Design/methodology/approach: The research was conducted in the form of an individual in-depth interview with Gabriela Hřebačkova, MA, the mayor of Český Těšín (22.09.2021) and Gabriela Staszkiewicz, BSc, the mayor of Cieszyn (28.09.2021). Findings: Social communication is a multi-layered issue. It can be assessed from the perspective of how it facilitates relaying information to residents and businesses, as well as from the point of view of the effectiveness of the communication between Cieszyn and Český Těšín during the COVID-19 pandemic. The authorities of the cities in question are aware of the challenges they are faced with, and make use of varied forms and instruments of public communication. Their messaging is aimed at various stakeholder groups, including residents, businesses, potential investors and tourists. Research limitations/implications: The study is worth repeating in the future for the purpose of identifying possible changes in the strategies applied by the authorities of the cities in their communication with residents and other stakeholder groups. Practical implications: The methods and instruments of social communication, including marketing communication, utilised by the local authorities when communicating with residents, have a significant impact on the image of the cities and their authorities. In addition, during the COVID-19 pandemic, the purpose of communication is to satisfy various vital needs of the residents of Cieszyn/Český Těšín, including healthcare, commuting to schools and work, as well as crossing state borders. Originality/value: The article illustrates how selected public communication instruments are utilised in Cieszyn and Český Těšín.

7

Marketing of border towns on the example of selected destinations in the borderland of the Czech Republic and Poland

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 152

35--46

EN

Purpose: The paper aims to identify the extent to which city marketing has been implemented in selected Czech cities in the Moravian-Silesian Region as well as the tools that are used for managing city development. Design/methodology/approach: The research was carried out in the following cities of the Czech Republic: Bohumín, Bruntál, Frýdek-Místek, Krnov, Opava, Ostrava and Třinec. The respondents were representatives of municipal authorities, and the method of individual in-depth interviews (IDI) was used. Findings: Territorial marketing is going through various phases in its evolution. It is constantly being enriched with new forms and tools of communication with the environment, including those related to modern Internet media and innovative mobile applications. The authorities of the cities subjected to in-depth analyses are aware of the challenges ahead. Competition for limited resources, such as investor funding or tourism income, will be won by those cities whose authorities manage to develop and implement effective marketing strategies ahead of their rivals. Originality/value: The article discusses the advancement of selected place marketing tools used in the four analysed towns in the Polish-Czech borderland.

8

The role of museums in creating the region brand

Macalik Joanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 146

253--264

EN

Purpose: The aim of the paper is to analyze the role of museums as specific entities of the cultural market in shaping the region brand. Methodology: The paper presents the results of a case study and desk research, regarding the role of museums in building the image of the Lower Silesian Voivodeship, supplemented with selected results of quantitative and qualitative own research. Findings: The analysis showed that increasing the role of museums in building the region brand is in the best interest of both parties and that there are many cooperation methods for museums and regions that bring real benefits. Practical implications: Looking for a model of cooperation that will be beneficial for both the region and museums and their brands is therefore crucial. Originality/value: According to the author knowledge, the paper is one of the very first attempts to identify the role of museums in creating the region brand.

9

Creating and positioning the image of a territorial unit

Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 146

51--60

EN

The aim of this article is to characterize and analyse the activities undertaken by the authorities of territorial units such as cities, municipalities and districts for the purpose of creating their identity and image. Design/methodology/approach: The paper applies the method of descriptive characterization of market phenomena and processes as well as referring to the literature on spatial marketing. Findings: There is a feedback loop between the objective identity of a given town or city and its subjective image because the unique identity promotes the creation of an optimal image, while the unique image determines the undertaking of specific actions aimed at building identity; including such elements of visual identity as the place’s logo, coat of arms and flag, markings on the vehicles of town institutions, etc. Originality/value: The author comprehensively describes the category of a spatial unit’s image, its definitions and functions, and then proceeds to issues of classifying image types, the identity of a place brand, as well as place brand management, which is also referred to as destination branding.

10

Multy-criteria fuzzy analysis of regional development

Zhalezka B., Navitskaya K.

ECONTECHMOD : An International Quarterly Journal on Economics of Technology and Modelling Processes

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2015

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Vol. 4, No 3

39--46

EN

The article presents the possibility of Rusing multi-criteria fuzzy analysis for assessing the region al competitiveness. This estimation can be used for place marketing strategy development and based on results of socio-economic development. The proposed approach is characterized by comparative estimation, when the level of development of one region is determined by the development of other areas. The final evaluation is the level of the cluster which the object being analyzed belongs. This allows ignoring minor fluctuations in Total indexes. The results of robust and fuzzy groups of regions are analyzed. This grouping is characterized by similar levels of development and helps to define the directions of further development of the regions.

11

Disruptive innovations - the impact on structure of Polish cities (the case of traiding networks expansion)

Lewacki K.

Architecture Civil Engineering Environment

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2014

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Vol. 7, no. 3

5--11

EN

Foreign capital investments in Poland have an increasing impact on transformation of the functional and spatial structure of cities and regions. It is particularly apparent in the change of retail profile and distribution. Innovations used by international corporations lead to crowding-out Polish companies of this sector. One of the solutions to counteract the trend is to do suitable territorial marketing of the city and apply the disruptive innovation theory in the process of creating spatial offers, which should be reflected in proper spatial planning.

PL

Inwestycje kapitału zagranicznego na polskim rynku zaczynają mieć coraz większy wpływ na transformację struktury funkcjonalno-przestrzennej miast oraz regionów. Sytuacja ta szczególnie widoczna jest w zmianie profilu i rozmieszczeniu handlu detalicznego. Innowacje stosowane przez międzynarodowe korporacje prowadzą do wypierania z tego sektora firm polskich. Możliwością przeciwdziałania temu trendowi jest tworzenie odpowiedniego marketingu terytorialnego miast, zastosowania teorii innowacji przełomowych w procesie tworzenia ofert przestrzennych, które powinny znaleźć odzwierciedlenie w odpowiednim planowaniu przestrzennym.

12

Marketing miejscowości w zarządzaniu samorządu lokalnego

Urban S.

Management

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1998

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nr 4

183-193

PL

Samorząd terytorialny odpowiada za realizację zadań miast (miejscowości) w celu zaspokojenia zbiorowych potrzeb ,wspólnoty mieszkańców, Dla realizacji swoich zadań muszą posługiwać się marketingiem, przy czym znajdują tutaj zastosowanie zasady marketingu w organizacjach non profit. Obecnie promocja jest narzędziem marketingu najczęściej wykorzystywanym przez organizację non profit. W marketingu miast (miejscowości) szczególny akcent kładzie się na konkurencyjność. Wzmocnienie konkurencyjności miast polega głównie na decyzjach i działaniach czyniących przestrzeń wiejską bardziej atrakcyjną dla inwestycji zewnętrznych. Marketing spowodował poszerzenie zakresu planowania przestrzennego miast (miejscowości) o szereg nowych elementów. Istotą podejścia marketingowego w planowaniu urbanistycznym powinno ,być zrozumienie i zaakceptowanie marketingowego sposobu traktowania wybranych elementów struktury przestrzennej miasta, a także wkomponowanie ich w treść planu. Realizując marketing planowanie przestrzenne reguluje przestrzeń selektywnie; nastawiając się na obszary, które z racji swych atutów mogą być szczególnie interesujące dla inwestorów.

EN

The Iocal council are responsible for going through with tasks in order to fulfil of the residential requirements. So as to provide this needs they should use of marketing. Especially there should be used the organization non profit rules. The organization non profit most frequently uses the promotion in its activity. In cities, towns and the country a significant accent is given on the competitiveness. Reinforcement of the competitiveness bases on decisions and activities which make urban space more attractive for external capital investment. ImpIementation of marketing in this activity causes thast range of space planning of cities is extended by new elements. Understanding and acceptance of the marketing way of approach to chosen eIements of urban town structure should be the point of the urban pIanning. Using marketing the space planning selectively regulates the space and takes into consideration the areas which by wirtue of their quality maybe especially interesting for inwestors.