نوع مقاله : علمی-پژوهشی
نویسندگان
1 عضو هیات علمی دانشگاه
2 گروه مدیریت بازرگانی - دانشگاه پیام نور
3 گروه مدیریت بازرگانی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Currently, half of the world''s population lives in cities, and many cities, which play a dominant role in the life of each country, have a decisive role in the political, economic and social life of not only countries, but also the whole world. In order to measure this impact, it is necessary to study city marketing strategies and its role in sustainable development. The assessment is displayed. The statistical population of this research is the managers and city planning experts of Tabriz municipality, who were selected using available and targeted sampling in the number of 80 people. To collect data, standard city marketing strategies questionnaires were used by Goland and Akaya (2001), Rufaida sustainable development questionnaire (2007) and Zahra city brand image questionnaire (2023). Data analysis was done through structural equation modeling and using SPSS 23 and Smart PLS 3 software. The results of the research showed that city marketing strategies have a direct and positive effect on city brand image and city sustainable development, respectively, β = 0.926 and β = 0.539. The results indicate that city marketing strategies and a positive city brand image are very important for sustainable city development and can be enhanced through strategic marketing and communication efforts that focus on cultural and economic factors.
کلیدواژهها [English]
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