Attributes of the Blumenau (Brazil) brand from the residents’ perspective, and its influence on the decision to stay in the destination

Abstract

Purpose-The aim of this research is to analyze the attributes of Blumenau city brand, from the residents' perspective and its relation to their intention to remain living there. Design/methodology/approach-This is a quantitative study using survey data collected from a sample of 417 subjects, stratified by neighborhood, income class, gender, and age. The theoretical and methodological framework is the scale developed by Merrilees, Miller and Herington (2009) and the Focus report (2014) about the selfimage of the residents of Blumenau. Findings-There is a positive relationship between the assessment of the attributes of the municipality and the residents' attitude towards Blumenau brand. The study also verified a positive relationship between Blumenau brand assessment and the residents' intention regarding their own future. In fact, the relative satisfaction of the respondents with the attributes of the city, as well as the positive socioeconomic indicators, influenced the intention to stay in the municipality. Originality/value-This work presents a methodological combination of the evaluation of city branding and the intention to remain living in a certain place. The study adds important information on the role of the residents on the process of city brand building, showing that besides the transient assessment, the intentions to remain in a place should be considered, given that such intent is linked to the image that residents have of the city.

Events image from the host-city residents’ perceptions: impacts on the overall city image and visit recommend intention

“…In addition, we analysed the city’s overall image and event recommendation’s effects on the city recommendation from the resident’s viewpoint. A positive event image by the residents is essential, as success depends on their participation, and the events increase tourism competitiveness (Altunel & Erkurt, 2015; Wilson et al , 2017; Zucco et al , 2017). Our analysis considered small-scale events that have the potential to attract visitors but much more potential for the locals since enhancing the community its values and traditional and local heritage.…”

“…It strengthens residents' sense of belonging and pride in their culture and local attractions and connects them with events and festivals. Also, Zucco et al (2017) highlighted that residents could be responsible for the city's image formation. Homsud & Promsaard (2015) confirmed the relevance of analyzing the residents' image of the city as a tourism destination because they can be promoters.…”

The image of voivodeship cities among residents: exploring age-related perspectives

“…Emphasising the uniqueness while also highlighting the added value of the city, the image allows us to discover both the merits of the city and its 'products' (the offering of the city's mega-product) (Caldwell & Freire, 2004). Cities can leverage their image, attractions, infrastructure and people to attract target markets, improve city management and satisfy a broader group of urban stakeholders (Kotler et al, 1993;Zucco et al, 2017;Beck & Storopoli, 2021;Beck & Ferasso, 2022). The city's image can, therefore, be interpreted as a tool for promoting and initiating urban development (Yigitcanlar et al, 2018).…”

“…Marketing has evolved over time, and in the current phase, it is synonymous with territorial branding (Kavaratzis, 2004). City branding is a management tool that connects the city's image with communication from the municipal government (Zucco et al, 2017). It is a process of designing, planning, building and communicating the city brand based on its specific identity to achieve the desired image of a particular urban centre (Florek, 2014).…”

“…This target group is directly connected to the urban space in which they live, work, and spend their time. A positive city image plays a key role in residents' decisions to stay and live in a particular city (Zucco et al, 2017;Manyiwa et al, 2018). Their experiences, opinions, and perceptions of the city significantly impact its reputation and attractiveness.…”