Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Web Boosterism—Place Marketing Strategies on the Internet
This study analyzes the self-promotion of twenty cities as parts of their official websites. The examination of city websites as representations of their non-virtual locales is set against the background of increasing competition between different cities affected by economic globalization.
The article relates certain modes of Web advertising to certain measurable characteristics of the city that produces the website, such as its size, its level of global control functions and its wealth level. It then presents a content analysis of the advertising articles that form part of these official city websites.
Despite significant differences between the sample cities, their self-representation over the Web often follows standardized patterns. The study suggests some correlation especially between a city's level of wealth and the way the city is promoted over the Web. However, the analysis shows that a city's size, global significance or economic performance cannot sufficiently explain the image that is presented on its official website, which is likely to be influenced by both a city's structure of governance and the Web producers' individual preferences. City administrations often design their websites for a local audience. On the other hand, they use them to establish the city as a branded entity within the global economy and attract foreign tourists and investors. The study concludes that inconsistent strategies of representation can be explained by this intermingling of local and global objectives.
Web Boosterism—Place Marketing Strategies on the Internet
This study analyzes the self-promotion of twenty cities as parts of their official websites. The examination of city websites as representations of their non-virtual locales is set against the background of increasing competition between different cities affected by economic globalization.
The article relates certain modes of Web advertising to certain measurable characteristics of the city that produces the website, such as its size, its level of global control functions and its wealth level. It then presents a content analysis of the advertising articles that form part of these official city websites.
Despite significant differences between the sample cities, their self-representation over the Web often follows standardized patterns. The study suggests some correlation especially between a city's level of wealth and the way the city is promoted over the Web. However, the analysis shows that a city's size, global significance or economic performance cannot sufficiently explain the image that is presented on its official website, which is likely to be influenced by both a city's structure of governance and the Web producers' individual preferences. City administrations often design their websites for a local audience. On the other hand, they use them to establish the city as a branded entity within the global economy and attract foreign tourists and investors. The study concludes that inconsistent strategies of representation can be explained by this intermingling of local and global objectives.
Web Boosterism—Place Marketing Strategies on the Internet
Urban, Florian (Autor:in)
disP - The Planning Review ; 37 ; 34-41
01.01.2001
8 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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