Urban Planning
zohreh asadi; Hamid Mohammadi
Abstract
Highlights
Brand can create a coordinating role among many economic and social activities and be attractive to all tourism stakeholders.
Strategic orientation to focus the activities of all stakeholders in order to achieve a common end goal.
Helping cities to attract skilled population, attract ...
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Highlights
Brand can create a coordinating role among many economic and social activities and be attractive to all tourism stakeholders.
Strategic orientation to focus the activities of all stakeholders in order to achieve a common end goal.
Helping cities to attract skilled population, attract tourists and investors by relying on competitive advantages and identity
Urban branding is a process that helps cities increase the sense of belonging and satisfaction of current citizens.
the Use the capabilities of destinations to create creative attractions to attract tourists
Introduction
In the past few decades, branding has attracted plenty of attention in tourism planning. In globally competitive markets, the need of destinations to create a unique identity, that is, to differentiate themselves from competitors, has become more vital than ever. Tourism destination branding is a relatively new strategy in attraction of tourists because the brand gives the tourism destination identity and personality, and distinguishes it from other tourist destinations. According to the above, this study sought to address the role of the brand in the development of creative tourism and to help identify the city of Junqan, Iran as a brand using the city brand management (CBM) model. The research also attempted to specify the role and position of urban branding in the identification of the tourism in this city in terms of creativity.
Theoretical Framework
- Branding and urban branding
A brand is a rich source of emotional communication and cognition that leads to memorable experiences of a place such as a city. Urban branding is a relatively new concept that cities have adopted to differentiate themselves from other cities, to develop civic pride among their citizens, and to help tourists and business owners make decisions. Branding a city requires recognition of and information on the believable and realistic features of the city. That includes the historical, social, political, and international identity of the city, how it functions economically, and its amenities. Urban branding has turned into an essential topic in the field of tourism and a main factor affecting the tourism industry. Successful branding for cities and urban tourism destinations is based on their potentials and talents, so that the possibility of replacing it with other destinations is excluded.
- Creative tourism
Creative tourism means to travel to an original, exciting experience and to learn art, get to know the heritage or special features of the place, and establish a relationship between tourists and locals. A creative tourist develops their creativity capacity by approaching locals through informal participation in interactive workshops and learning the experiences that the destination culture plots for their vacation. In creative tourism, tourists engage in the cultural prospects of the destination, so that they can participate in various creative activities including agriculture, art, cooking, dance, and music. That creates new opportunities to learn new skills and establish closer relationships between tourists and locals and their cultural heritage.
Methodology
In the present applied, development-oriented research, a theoretical framework was first presented for the field of urban branding and creative tourism, and the role of urban branding in tourism was expressed using the methods of descriptive and library research for data collection. Then, the key factors influencing the generation of an image of Junqan and identification of its brand for development of creative tourism were studied using the city brand management model (CBM), the library method, and semi-structured interviews with urban and tourism experts. The interpretive analysis method was also used for analysis of the interviews.
Results and Discussion
The purpose of branding in tourism is to create and maintain a favorable image of the destination, increase tourists’ awareness, create positive attitudes toward the destination, and modify tourists’ behavior of visiting the destination. In addition to its positive economic aspects, the development of tourism in Iran can lead to a rapprochement between people of different nationalities. The study attempted to create a brand and manage it for the city of Junqan by examining the concepts of brand, urban brand, and creative tourism using the urban brand management model. The brand can help the city to enhance each of the indicators of creativity, leading to the development of creative tourism. The findings demonstrated that Sardar Asad Bakhtiari Castle was identified as the brand of the city of Junqan. For development of creative tourism aided by the city brand, a tourism route was provided that combined the historical and natural sights of the city to create innovative products and attract entrepreneurs who would find competitive advantages over other destinations. This could reflect the reputation and vision of the city around the world and support and guide creativity in the city, leading to the promotion of tourism, exports, and investment in the city.
Conclusion
We are currently facing the changing needs of tourists around the world, looking for new experiences and seeking to discover their talents. Urban branding is a strategy adopted to add a competitive advantage by providing a clear picture, cultural and political importance, and economic and social development. The main purpose of the discussion was to generate greater appeal for investment and to attract tourists and potential residents with an emphasis on community development and reconstruction of local identity in Junqan. Therefore, the achievement of the research could be addressed in terms of the dimensions of creative tourism. In the field of cultural development and measures, we attempted in this research to introduce, develop, and apply the people’s traditions, customs, and clothing, arts, and handicrafts and to introduce the way of life and interactions of the civil society in order to provide the requirements of tourism in Junqan. Moreover, with today’s development of technology and the information society, the need to employ talented native specialists having graduated in urban management is felt more than ever before. The development of public spaces to increase interactions and establish exhibitions is another infrastructure needed in the city of Junqan, which is in line with the development of creative tourism. Each of the above factors can be important and helpful both in the management and in the economy of the city, so they can be considered in line with the role of the brand in the development of creativity in tourism in Junqan.
Acknowledgment
This article has been extracted from a Master’s thesis in the field of Urban Planning entitled Explaining the Role of Urban Branding in Promotion of Creative Tourism: The Case of the City of Junqan, defended by the first author under the supervision of the second author at Yazd University.
Urban Planning
boshra mohajer; zahed shafiee; alireza khaje ahmad attari; mohammad taghi toghraee
Abstract
Tourism is an inclusive, public industry that needs to consider all the sectors of the society regardless of age, race, or gender. Tourism and travel must be accessible to all people, including those with disabilities, the elderly, and children. Therefore, it must be an intrinsic part of any responsible, ...
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Tourism is an inclusive, public industry that needs to consider all the sectors of the society regardless of age, race, or gender. Tourism and travel must be accessible to all people, including those with disabilities, the elderly, and children. Therefore, it must be an intrinsic part of any responsible, sustainable tourism policy or strategy. Children are the present and future tourists, who play an important role in destination management. Since they are an important part of the society, it is a requirement to pay attention to the promotion of their creativity, where art can play an important role. Art is a means for creative self-expression. For children, art can be a wonderful emotional outlet that promotes personal reflection, communication skills, and self-esteem. Promotion of creativity and engagement in artistic activities has been shown to stimulate growth in important cognitive areas. On the other hand, tourism has been redirected from cultural tourism, as the second generation, towards creative tourism, as the third generation. Creative tourism has turned away from tangible heritage and sightseeing towards more intangible cultural and authentic experiences. Therefore, it has attracted more attention, as tourists are looking for more authentic, meaningful experiences. Tourist destinations compete to introduce themselves as creative ones in order to meet the needs of travelers, accelerate their economy, and restructure themselves through cultural regeneration. The present paper sought to identify children as emerging markets for creative tourism and specify its key components and to examine the factors effective on child-based creative tourism. Creative tourists are the creators of their own experiences; therefore, they must act as a homogeneous group of producers with creative ideas about their creative experiences. A creative city in the field of crafts, the city of Isfahan, Iran has the potential to become a creative tourism destination based on handicrafts and folk arts, which also seeks to join child-friendly cities. Local authorities believe that tailoring the notion of child-friendly cities with arts and crafts will help Isfahan improve its image, turning the city into an attractive creative destination for children. As playing games and learning are children’s basic expectations from a child-friendly city, they prefer places that afford them opportunities to play and learn actively. Therefore, crafts and folk arts could play an important role in meeting children’s expectations from Isfahan as a creative destination, because the city is a point of reference in Iran and around the world, also nominated the “World City of Handicraft” by the World Crafts Council. As interaction with crafts is acknowledged as an appropriate tool for playing, it can boost children’s creativity, and provide an opportunity for active learning. The main purpose of this study was to obtain a single definition of child-centered creative tourism. The data were collected using snowball sampling and in-depth interviews with 31 tourism, art and handicraft, and children experts. The research used a qualitative method and the thematic theory approach for the identification of the components. The data were categorized based on open, axial, and selective coding. As a result, five distinct components were identified: travel content, children’s needs, creativity, environment, and stakeholders. Each component included several factors that could provide new information on creative tourism for children. This notion and the findings can help destinations to attract children as creative tourists, and their product update will lead to experience and creativity.
