Dimensions of City Marketing

Dian Noviana () and Popy Rufaidah ()
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Popy Rufaidah: Department of Management and Business, Padjadjaran University

No 201204, Working Papers in Business, Management and Finance from Department of Management and Business, Padjadjaran University

Abstract: Cities increasingly compete with each other in an affort to attract tourists, investors, companies, new citizens and most of all qualified workforce (Anholt, 2004; Kavaratzis, 2005; Zenker, 2009; Sebastian, 2011). This created the growing interest in the development of the concept of city marketing. it also has been identified as one of the most important measures in marketing field, and has been argued to be the most important aspect in building a competitive advantage of a nation. Although the notion of city marketing is popular in the last decade, the term is similar to the definition of place marketing. However, the measurement of city marketing as well as place marketing has not been developed yet up to now. Given that, the purpose of this study is develop the dimensionality of city marketing. The study adopted Rufaidah's (2007) definition on city marketing. Furthermore, a test is performed to ascertain whether the relationship between three dimensions of city marketing, namely, visibilty, livabilty, and investability is symectric, as the three-factor theory of city marketing suggests. A 24-item instrument was developed to measure the construct and its dimensions. three dimensions were identified, and were found to have content validity by a panel of experts. The Instrument was further found to be reliable, and convergent, and discriminant validity. In order to examine the scale's external validity and generalizability it was administered to samples on three different categories of respondents; they were students, tourists and entrepreneurs. The total sample of the study was 300 repondents. the study randomly approached respondents in Bandung and asked them to participated in the study and to complete the standardized, self-administered questonnaire. Overall city marketing concept was measured by asking respondents to rate the provided item. The single item, 5-point scale, was anchored by extremely poor value and extremely good value. The result confirm and show that city marketing concept can be conceptualized as a multidimensional construct.

JEL-codes: M0 (search for similar items in EconPapers)
Pages: 9 pages
Date: 2012-12, Revised 2012-12
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