واکاوی نقش استراتژی‌های بازاریابی شهری در توسعه پایدار شهری: نقش میانجی تصویر برند شهری

نوع مقاله : علمی-پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

2 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

چکیده

بازاریابی شهری می‌تواند ابزار مؤثری برای تحقق توسعه پایدار شهری باشد. رابطه بین استراتژی‌های بازاریابی شهری و توسعه پایدار برای توسعه اجتماعی-اقتصادی شهرها حیاتی است. استراتژی‌های بازاریابی شهری برای افزایش رقابت و تقویت رشد اقتصادی در محیط‌های شهری ضروری است. تصویر برند شهری نیز تحت تأثیر عوامل فرهنگی، تاریخی و اقتصادی است و می‌توان آن را از طریق بازاریابی استراتژیک تثبیت کرد. هدف این پژوهش مطالعه استراتژی‌های بازاریابی شهر و نقش آن بر توسعه پایدار شهر تبریز با نقش میانجی تصویر برند شهری است. جامعه آماری این پژوهش مدیران و کارشناسان شهرسازی شهرداری تبریز بودند که تعداد 80 نفر‌ به‌عنوان حجم نمونه تعیین گردید و با استفاده از روش نمونه‌گیری در دسترس و هدفمند انتخاب شدند‌‌. جهت جمع آوری داده‌‌‌ها از پرسشنامه‌های استاندارد استراتژی‌های بازاریابی شهری گلند و اکایا (2001)، پرسشنامه توسعه پایدار شهری روفایدا (2014) و پرسشنامه تصویر برند شهری زهرا (2023) استفاده گردید. تجزیه و تحلیل داده‌‌‌ها از طریق مدل‌سازی معادلات ساختاری و با استفاده از نرم افزارهای SPSS 23 و Smart PLS 3 انجام گردید. نتایج پژوهش نشان داد استراتژی‌های بازاریابی شهری بر تصویر برند شهری و توسعه پایدار شهر تبریز به ترتیب 926/0 =β و 539/0 =β تأثیر مستقیم و مثبتی دارد. نتایج بیانگر این است که استراتژی‌های بازاریابی شهری و تصویر مثبت برند شهری برای توسعه پایدار شهری بسیار مهم است و بازاریابی شهری می‌تواند به مدیریت برند شهری پایدار براساس شاخص‌های محیط زیست کمک کند.

کلیدواژه‌ها

عنوان مقاله [English]

Exploring the Mediating Role of Urban Brand Image Between Urban Marketing Strategies and Sustainable Urban Development, Case Study: Tabriz City

نویسندگان [English]

  • Tohid Alizadeh 1
  • Moslem Soleymanpor 2
  • reza norouzi ajirlou 2
1 Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
2 Pnu university
چکیده [English]

Urban marketing can be an effective tool for achieving sustainable urban development. The relationship between urban marketing strategies and sustainable development is vital for the socio-economic development of cities. Urban marketing strategies are essential for increasing competitiveness and strengthening economic growth in urban environments. Urban brand image is also influenced by cultural, historical, and economic factors and can be established through strategic marketing. The aim of this study is to study urban marketing strategies and their role in the sustainable development of Tabriz city with the mediating role of urban brand image. The statistical population of this study was Tabriz Municipality urban development managers and experts, 80 of whom were determined as the sample size and were selected using accessible and purposeful sampling methods. . The standard questionnaires of urban marketing strategies by Geland and Akaya (2001), the questionnaire of sustainable urban development by Rufaida (2014), and the questionnaire of urban brand image by Zahra (2023) were used to collect data. Data analysis was performed through structural equation modeling using SPSS 23 and Smart PLS 3 software. The results of the study showed that urban marketing strategies have a direct and positive effect on the urban brand image and sustainable development of Tabriz city, β = 0. 926 and β = 0. 539, respectively. The results indicate that urban marketing strategies and a positive urban brand image are very important for sustainable urban development and urban marketing can help manage a sustainable urban brand based on environmental indicators. 

کلیدواژه‌ها [English]

  • Marketing strategies
  • Sustainable development
  • City brand image
  • Tabriz

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  • تاریخ دریافت: 28 فروردین 1403
  • تاریخ بازنگری: 16 اردیبهشت 1404
  • تاریخ پذیرش: 19 خرداد 1404

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