Tài liệu City Marketing doc

Information
Communication
Technologies and City
Marketing:
Digital Opportunities for Cities
Around the World
Mila Gascó-Hernández
Pompeu Fabra University and Estratic, Spain
Teresa Torres-Coronas
Universitat Rovira i Virgili, Spain
Hershey • New York
InformatIon scIence reference
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Library of Congress Cataloging-in-Publication Data
Information communication technologies and city marketing : digital opportunities for cities around the world / Mila Gasco-Hernandez and
Teresa Torres-Coronas, editors.
p. cm.
Includes bibliographical references and index.
Summary: "This book promotes understanding of ICT's contribution to the development of city marketing strategies to enhance local
socio-economic development"--Provided by publisher.
ISBN 978-1-60566-134-6 (hardcover) -- ISBN 978-1-60566-135-3 (ebook)
1. City promotion--Social aspects. 2. City promotion--Economic aspects. 3. City planning. 4. Information technology--Social aspects. 5.
Information technology--Economic aspects. I. Gascó Hernández, Mila. II. Torres-Coronas, Teresa, 1966-
HT325.I45 2009
659.2'930776--dc22
2008035141
British Cataloguing in Publication Data
A Cataloguing in Publication record for this book is available from the British Library.
All work contributed to this book set is original material. The views expressed in this book are those of the authors, but not necessarily of
the publisher.
If a library purchased a print copy of this publication, please go to for information on activating the
library's complimentary electronic access to this publication.
Editorial Advisory Board
Juan G. Cegarra-Navarro, Universidad Politécnica de Cartagena, Spain

Mario Arias-Oliva, Universitat Rovira i Virgili, Spain
A. Andrea Licari, St. John’s University, USA
Jeffrey Roy, Dalhousie University, Canada
Miguel Yañez, Primero Estrategia, Barcelona, Spain
List of Reviewers
Adekunle Okunoye, Xavier University, USA
Alemayehu Molla, RMIT University, Australia
Ana Laura Rivoir, Universidad de la Republica de Uruguay, Uruguay
Anne-Marie Oostveen, Oxford Internet Institute, UK
Araceli Rodríguez Merayo, Universitat Rovira i Virgili, Spain
Arantxa Vidal Blasco, Universitat Rovira i Virgili, Spain
Bantu Morolong, University of Bostwana, Bostwana
Barbara Fillip, Knowledge for Development, USA
Carlos E. Jimenez, Information Systems Service, Department of Justice, Generalitat de Catalunya /
Estratic, Spain
Gashaw Kebede, Addis Ababa University, Ethiopia
Irena Ogranjensek, University of Ljubljana, Slovenia
Isabel Huerta, Universidad de las Americas-Puebla, Mexico
James Piecowye, Zayed University, UAE
Jean-Baptiste Harguindeguy, Institut d’Etudes Politiques de Bordeaux, France
Luis Felipe Luna Reyes, Universidad de las Americas-Puebla, Mexico
Manuel Acevedo, Independent consultant, Argentina
Marianna Sigala, University of Aegean, Greece
Mohinder Satija, G N D University, India
Paula M. D'Orsi, UrbanArqCity, Argentina
Penelope Markellou, University of Patras, Greece
Ranjini Raghavendra, Lancaster University, UK
Raul Zambrano, UNDP, USA
Rebecca Lekoko, University of Bostwana, Bostwana
Susheel Chhabra, Lal Bahadur Shastri Institute of Management, India

Udo Averweg, eThekwini Municipality, South Africa
Xiudian Dai, University of Hull, UK
Preface .................................................................................................................................................xii
Acknowledgment ..............................................................................................................................xviii
Section I
Discovering Connections: Linking City Marketing and ICT
Chapter I
Identity and Marketing of Cities ............................................................................................................. 1
Norberto Muñiz-Martínez, Universidad de León, Spain
Miguel Cervantes-Blanco, Universidad de León, Spain
Chapter II
City Brands and their Communication through Web Sites: Identication of Problems
and Proposals for Improvement ............................................................................................................ 26
José Fernández-Cavia, Universitat Pompeu Fabra, Spain
Assumpció Huertas-Roig, Universitat Rovira i Virgili, Spain
Chapter
III
A Strategic Framework for City Marketing: The SSRM Approach...................................................... 50
Barry Mishra, University of California, USA
Erik Rolland, University of California, USA
Chapter IV
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market ....................... 64
Al D. McCr
eady, McCr
eady Manigold Ray & Co., Inc., USA
Chapter V
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing .................. 86
Juliane Chudalla, University of Augsburg, Germany
Key Pousttchi, University of
Augsburg, Germany

Table of Contents
Chapter VI
Strategic Management in City Government: Integrating Information Communication
Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and
Economic Development ...................................................................................................................... 108
Laura L. Matherly
, Tarleton State University
, Central Texas, USA
Maureen Jouett, Tarleton State University, Central Texas, USA
Section II
Unlocking the Power of City Marketing to City Development
Chapter VII
City Boosterism through Internet Marketing: An Institutional Perspective ....................................... 130
María Isabel Huerta-Carvajal, Universidad de las Americas-Puebla, Mexico
Luis Felipe Luna-Reyes, Universidad de las Americas-Puebla, Mexico
Chapter
VIII
Ofcial Tourism Web Sites and City Marketing ................................................................................. 152
Pablo Díaz-Luque, Universidad Pablo de Olavide, Spain
Chapter IX
E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing .................. 184
Lluís Prats-Planagumà, Universitat de Girona, Spain
Raquel Camprubí, Universitat de Girona, Spain
Chapter
X
Marketing Your City’s Industries to the World: Building and Retaining Export Oriented
Clusters through Strategic ICT Investments ....................................................................................... 203
Nicholas P
. Robinson, McGill University, Canada
Pr

escott C. Ensign, University of Ottawa, Canada
Chapter XI
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations:
Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence ............. 221
Marianna Sigala, University of the
Aegean, Greece
Chapter
XII
Developing Patterns for Thinking About City Marketing Initiatives ................................................. 246
José-Rodrigo Córdoba, Hull University, UK
Nicolas Jullien, Môle
Armorcain de la Recherche sur la Société de l’Information et l’Usages
d’Internet, France
Jocelyn Tremenbert, Môle Armorcain de la Recherche sur la Société de l’Information et
l’Usages d’Internet, France
Section III
Stories from the Battle.eld: Finding Out the Power of City Marketing
Chapter XIII
The Use of Internet in Building the Brand of “Stockholm: The Capital of Scandinavia” .................. 265
Peter Dobers, Mälardalen University, Sweden
Anette Hallin, The Royal Institute of T
echnology, Sweden
Chapter XIV
Marketing the mCity: How a City Based ICT-Project Can Make Sense ............................................ 295
Anette Hallin, Royal Institute of Technology, Sweden
Chapter
XV
Walled City to Wireless City ............................................................................................................... 322
Sandra Moffett, University of Ulster, Magee Campus, Northern Ireland
T

.M. McGinnity, University of Ulster, Magee Campus, Northern Ireland
M. Callaghan, University of Ulster, Magee Campus, Northern Ireland
J. Harkin, University of Ulster, Magee Campus, Northern Ireland
D. N. Woods, University of Ulster, Magee Campus, Northern Ireland
M. Paris, University of Ulster, Magee Campus, Northern Ireland
Chapter XVI
Using Information Communication Technology to Decentralize City Marketing:
Challenges and Opportunities ............................................................................................................. 357
Bantu L. Mor
olong, University of Botswana, South Africa
Compilation of Refer
ences ............................................................................................................... 379
About the Contributors .................................................................................................................... 407
Index ................................................................................................................................................... 414
Preface .................................................................................................................................................xii
Acknowledgment ..............................................................................................................................xviii
Section I
Discovering Connections: Linking City Marketing and ICT
Chapter I
Identity and Marketing of Cities ............................................................................................................. 1
Norberto Muñiz-Martínez, Universidad de León, Spain
Miguel Cervantes-Blanco, Universidad de León, Spain
This chapter analyzes economic development from a phase of industrial production towards a new era
that complements management of technology and information with intelligent awareness and creativ-
ity. The chapter concludes by investigating the role of new Internet technology in communicating and
promoting the identity of cities with consideration of the cases of a number of cities around the world.
Chapter II
City Brands and their Communication through Web Sites: Identication of Problems
and Proposals for Improvement ............................................................................................................ 26
José Fernández-Cavia, Universitat Pompeu Fabra, Spain

Assumpció Huertas-Roig, Universitat Rovira i Virgili, Spain
This
chapter describes the results of two combined studies (qualitative and quantitative) that analyze a
sample of ofcial city Web sites. The results show that ofcial Web sites of cities give much attention
to ease of navigation, but i
nt
eractivity is much less implemented, especially between users. Furthermore,
some lack of attention to the communication aspects of city brands can also be found.
Detailed Table of Contents
Chapter III
A Strategic Framework for City Marketing: The SSRM Approach...................................................... 50
Barry Mishra, University of California, USA
Erik Rolland, University of California, USA
In this chapter, the authors propose a broad approach, called Strategic Stakeholder Relationship Manage-
ment (SSRM), that is enabled by information and communication technologies including the Internet, in
order to help the decision makers succeed in designing the 21st Century city marketing initiatives.
Chapter IV
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market ....................... 64
Al D. McCr
eady, McCr
eady Manigold Ray & Co., Inc., USA
This chapter refers to the technology driven aspects of globalization as “techno-globalization” and
describes the role of strategic technology planning in the marketing of cities. It describes strategic tech-
nology planning for information and communication technologies and its intersection with marketing
planning.
Chapter V
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing .................. 86
Juliane Chudalla, University of Augsburg, Germany
Key Pousttchi, University of
Augsburg, Germany

This chapter provides basic knowledge on mobile services, the presentation of restrictions and opportu-
nities of mobile devices, applications, and communication techniques. Three case studies are presented
to help the reader understand applications from a practical perspective.
Chapter VI
Strategic Management in City Government: Integrating Information Communication
Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and
Economic Development ...................................................................................................................... 108
Laura L. Matherly
, Tarleton State University, Central Texas, USA
Maureen Jouett, Tarleton State University, Central Texas, USA
A causal model is presented where ICT is used to not only deliver services to internal stakeholders but
also to market a city to external stakeholders. Case study applications are discussed as well as the
questions to address in future research.
Section II
Unlocking the Power of City Marketing to City Development
Chapter VII
City Boosterism through Internet Marketing: An Institutional Perspective ....................................... 130
María Isabel Huerta-Carvajal, Universidad de las Americas-Puebla, Mexico
Luis Felipe Luna-Reyes, Universidad de las Americas-Puebla, Mexico
The
purpose of this chapter is to discuss the strategic scaffolding for ICT as a key component of a city’s
marketing strategy. Although city marketing efforts and ICT use are still at its initial stages in the city,
lessons from current efforts in Puebla (Mexico) are related to the key role of stakeholder networks, ICT
interoperability, Geographic Information Systems and government program continuity.
Chapter VIII
Ofcial Tourism Web Sites and City Marketing ................................................................................. 152
Pablo Díaz-Luque, Universidad Pablo de Olavide, Spain
This chapter analyzes the possibilities that ofcial Web sites offer from a marketing perspective. It also
studies the opportunities to use cities’ Web sites to develop a complete marketing mix strategy.
Chapter IX

E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing .................. 184
Lluís Prats-Planagumà, Universitat de Gir
ona, Spain
Raquel Camprubí, Universitat de Girona, Spain
In
this chapter, a case study is conducted in order to analyze network conguration through promotional
Web sites and determine if the tourist product of a destination is integrated and promoted globally or,
on the contrary, each tourist agent acts independently. Conclusions are based on the theoretical model
presented.
Chapter X
Marketing Your City’s Industries to the World: Building and Retaining Export Oriented
Clusters through Strategic ICT Investments ....................................................................................... 203
Nicholas P
. Robinson, McGill University, Canada
Prescott C. Ensign, University of Ottawa, Canada
This chapter discusses the importance of making strategic investments in information communication
technologies in order to benet from globalization and the opportunities created by export-oriented
business clusters. Examples of investments made by local governments in India, Jamaica, and Hong
Kong are presented.
Chapter XI
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations:
Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence ............. 221
Marianna Sigala, University of the
Aegean, Greece
This
chapter aims to inform city tourism organizations responsible for the development of city portals
about the use of the major Web 2.0 tools and their impact on the tourism demand and supply. It also
presents the ways and practices for integrating the use of Web 2.0 into their e-business model and e-
marketing practices.
Chapter XII

Developing Patterns for Thinking About City Marketing Initiatives ................................................. 246
José-Rodrigo Córdoba, Hull University, UK
Nicolas Jullien, Môle
Armorcain de la Recherche sur la Société de l’Information et l’Usages
d’Internet, France
Jocelyn Tremenbert, Môle Armorcain de la Recherche sur la Société de l’Information et
l’Usages d’Internet, France
This chapter denes three different patterns: idealist, strategic, and power-based, to understand how city
marketing initiatives are designed and implemented, and how information and communication technolo-
gies can support their implementation. Experience of using these patterns to understand the situation of
Hull and Brest are also presented by the authors.
Section III
Stories from the Battleeld: Finding Out the Power of City Marketing
Chapter XIII
The Use of Internet in Building the Brand of “Stockholm: The Capital of Scandinavia” .................. 265
Peter Dobers, Mälar
dalen University, Sweden
Anette Hallin, The Royal Institute of T
echnology, Sweden
After introducing the concept of city branding, and a model of how Web site elements communicate
brand values and messages, the authors analyze a recent attempt of city managers to promote the brand
of Stockholm. This case study illustrates the challenges that city managers face today.
Chapter XIV
Marketing the mCity: How a City Based ICT-Project Can Make Sense ............................................ 295
Anette Hallin, Royal Institute of Technology, Sweden
By
semiotically analyzing a marketing leaet for the Stockholm-based ICT-project mCity, and two ads
for Nokia phones that appeared in Europe at about the same time, this chapter challenges the traditional
cybernetic sender-receiver model of communication.
Chapter XV

Walled City to Wireless City ............................................................................................................... 322
Sandra Moffett, University of Ulster, Magee Campus, Northern Ireland
T
.M. McGinnity, University of Ulster, Magee Campus, Northern Ireland
M. Callaghan, University of Ulster, Magee Campus, Northern Ireland
J. Harkin, University of Ulster, Magee Campus, Northern Ireland
D. N. Woods, University of Ulster, Magee Campus, Northern Ireland
M. Paris, University of Ulster, Magee Campus, Northern Ireland
This chapter outlines the journey that the city of Londonderry undertook when transforming a tradi-
tional walled city to a technology enhanced wireless city. The chapter presents an overview of the three
project strands, namely wireless city (civic aspect), wireless walls (tourism aspect) and wireless campus
(educational aspect). A detailed case study of the educational element is presented.
Chapter XVI
Using Information Communication Technology to Decentralize City Marketing:
Challenges and Opportunities ............................................................................................................. 357
Bantu L. Mor
olong, University of Botswana, South Africa
The
chapter looks at how information communication technologies can be used to market cities such
as Gaborone, the capital city of Botswana. Literature and experiences from other parts of the world are
used to underscore city growth as a serious development issue.
Compilation of References ............................................................................................................... 379
About the Contributors .................................................................................................................... 407
Index ................................................................................................................................................... 414
xii
“In a place at La Mancha, which name I do not want to remember, not very long ago lived a country
hidalgo, one of those gentlemen or hidalgos who keep a lance in the lance-rack, an ancient shield, a
skinny old horse, and a fast greyhound.”
In a place at La Mancha El Quijote decided to go out as a knight-errant in search of adventure. In one
of his escapades El Quijote met Master Pedro and his divining past-things ape. Master Pedro was a

famous puppet-showman, exhibiting a show of the release of Melisendra and thus, for the very rst
time in our history, he linked marketing and technology. The Master Pedro’s show was mainly used to
dazzle the audience so later he could get a generous amount of cash with the aid of the divining ape.
This is a funny story about the use of “technology in marketing” which remembers us an important and
old lesson: Technology is only a part of a solution.
The Master Pedro’s show is a story that can be seen from both a technological and a human perspec-
tive. The rst one allows unlimited options, but the human view is responsible for providing the values
and principles that can make technology a tool to be used in benet of everybody. And this is something
that cities have to bear in mind when entering in the fascinating world of city marketing through infor-
mation and communication technology (ICT).
WHEREIN IS SET DOWN WHAT CITY MARKETING IS
City marketing is dened as the designing of a city to satisfy the needs of its target markets. It succeeds
when citizens and businesses are pleased with their community and the expectations of visitors and
investors are met. Indeed, city marketing as such is not a new phenomenon. However, as a result of the
global transformations that are deeply impacting organizations at the local level, cities have been com-
pelled to actively compete with each other. Now more than ever, cities need to attract tourists, factories,
companies, and talented people, as well as nd markets for their exports. This requires that cities adopt
strategic marketing management tools and conscious city branding. As a result, several city marketing
methods, approaches, and instruments have been designed to attract the attention of city stakeholders.
Nevertheless, despite the important investments of the last few years, there is still an important tool,
brought about by the new era, which remains unexplored: the new ICT and, particularly, the Internet.
As Martinotti states (1999), the boosting of city images, for both political and commercial reasons,
can be traced to ancient cities, perhaps to the very origin of the city; the urban dweller has always felt
his or her superiority over the rest of the world. However, the unabashed commodication of cities as
sales objects has become a matter of course only in very recent years and can be easily dated to nearly
the 1990s as the result of the convergence of three macro processes that have been taking place all over
the world: the growing urbanization, the technological revolution, and the economy and communica-
tions globalization.
Preface
xiii

These phenomena have made evident the need to rethink the role played by cities since contrary to
what many observers asserted, cities have not become obsolete. What’s more, besides the decline of
several once-great industrial centers in the highly developed countries, a signicant number of cities have
also seen their concentration of economic power rise (Sassen, 2001). These changes in a city competi-
tive prole have encouraged cities competition, understood as the efforts that cities carry out in order
to become competitive and dominate other cities. According to Metaxas (2002), these include common
action and different measures for local economic development, as well as strategic thought to implement
a development policy concerning the role that the potential city will play in the future. In short, cities
compete in order to attract, among other, investments, population, tourists, public funding, students, or
international events that can improve their territorial competitive advantage (Budd, 2001).
Most of the research about cities competition has focused on two issues: 1) what inuences and facili-
tates places competitiveness and 2) which competitiveness and cooperation strategies among cities exist.
In particular, the latter has to do with the question “how do cities compete” and, therefore, deals with the
tools city managers have. Thus, this is the context where the term “city/place marketing” emerges.
According to Kotler, Asplund, Rein and Haider (1999), place marketing refers to a place planning
procedure concerning the satisfaction of the needs of target – markets. It could be successful when it
satises two main parameters: a) the enterprises’ and the residents’ satisfaction from the purchase of
goods and services that the place provides, b) the satisfaction of the expectations of potential target -
markets (enterprises and visitors), as long as the goods and the services that the place provides to them
are those that they wish to get.
In this respect, a marketing city plan adapts the traditional model of the four marketing “Ps”. Metaxas
(2002) explicitly states that city marketing includes:
1. The product, which has to do with the production system (that is, the city), the productive good (or
the city’s image), the good’s ingredients (such as the city’s character, economic activities, natural
environment, services, recreation and leisure, culture, or tourism), and the city’s distinctive char-
acteristics (that is, those characteristics that could create city’s competitive advantages).
2. The price, which concerns the value of land’s use for residence or the value of land’s use for setting
up new business activities.
3. The place/distribution channels that relate to the network of relationships with channel partners
(both internal and external) that the city develops in order to apply its image to the potential target

markets or to penetrate into new market areas.
4. The promotion, which includes advertising, public relations, campaign, or slogans strategies.
5. The people, a term which is used in order to satisfy the human resources management process for
visitors’ attraction and the citizens’ contribution to the city’s development.
The 21
st
Century brings about new ways of doing things and also new means to market cities. Although
the above ve “Ps” remain valid, new tools are available to city managers in order to promote their cities.
In particular, ICTs (and specically, the Internet) are giving rise to the implementation of new strategies
and techniques in the city marketing eld that are going to change the way cities are managed for, as
Deighton (1996) said, “the profession of marketing, its theories, its practices, and even the basic sciences
that it draws on are determined by the tools at its disposal at any moment. When the tools change, the
discipline adjusts, sometimes quite profoundly and usually quite belatedly. The introduction of television
advertising 50 years ago was just such a disruptive event, and marketing theory and practice are still
responding, evolving their understanding of how the tool works and how its effects should be measured”
(p. 151). If this is so, and the editors believe it is, this book is intended to be one important resource for
both researches and practitioners about the potential of the ICT, and particularly of the Internet, in the
city marketing eld in terms of strategy design and implementation practices.
xiv
OF THE DELECTABLE DISCUSSION ABOUT HOW INFORMATION
COMMUNITATION TECHNOLOGIES AND CITY MARKETING BRING NEW
OPPORTUNITIES FOR CITIES
Cities inevitably, as the economic world does, evolve and change. The socio-economic growth of a city
takes time and effort. In their journey to higher development, cities are responsible for the well-being of
their targeted groups. At the same time, cities are increasingly competing against each other for attracting
sources of wealth. They need to nd ways of differentiating themselves thereby making themselves more
attractive to gain advantage over their competitors. With no doubt, cities need to work harder. In this
hyper-competitive context, fresh ideas are needed for place marketing to give cities a new set of tools. As
Rainisto (2003) explains, contemporary place marketing practices have not yet answered the challenges
of our information and knowledge society, and there is still plenty of room for improvements.

ICT are one of those tools whose benets remain still unexplored for both city marketing academi-
cians and city managers. Although the adoption of technology by (local) governments is not new, specic
applications in the city marketing eld are hard to nd except for the use of Web sites and city portals
aimed at promoting the city among potential visitors and therefore focusing on tourism strategies.
The Internet is utilized as a system of electronic intercommunication and a way of processing and
presenting digital information. With help from people’s imagination, it brings together unlimited oppor-
tunities for city marketing strategies around the world. The use of Internet for promoting and building
a city brand image is very common. But it is not the only thing that can be done. The latest revolution
was presented with the Web 2.0 era that encouraged active participation, collectivism and knowledge
sharing. The blogging concept is now utilized by private companies as part of their communication and
building community strategy. Setting up virtual ofces, advertising and promotion for new products, or
providing information and news are reasons stated by companies to enter the virtual world of Second
Live®. How can cities benet from the never-ending Internet revolution?
The delectable discussion about how ICT and city marketing have large potential for opening up
new areas of opportunities, both in social and business uses has just begun. Now it is time for cities to
ask themselves:
• Which ICT features and practices bring value to their activities?
• How to use ICT to better attract the cities’ target groups for local development.
• How to identify ICT best practices and trends for their city marketing strategy.
• Which type and amount of investments are needed.
• Which is the cost-benet for cities to be involved in electronic city marketing?
• Why ICT are now a must in their place marketing activities?
Cities need a general background for understanding the opportunities that ICT can bring to them.
Reading this book could be a rst step in this adventure, as reading knight-errant books was the rst
step in the adventures of El Quijote.
IN WHICH IS RELATED THE CONTENT OF THIS BOOK
Information Communication Technologies and City marketing: Digital Opportunities for Cities around
the World is a book aimed at enlightening the above concepts and therefore at providing understanding
as to how ICT can contribute to the development of city marketing strategies and, therefore, enhance
local socio-economic development. In particular, its overall objectives are:

xv
1. To describe the concept of city marketing and to analyze its contribution to both a city’s competi-
tiveness and a city economic development.
2. To identify the potential applications of ICT in city marketing, to provide insightful analysis about
those factors that contribute to a successful use of ICT by city marketers.
3. To propose strategies to move forward and to address future challenges that involves the whole
array of city stakeholders.
4. To identify and describe international successful experiences that explains the previous issues.
The book presents insights gained by leading professionals from the practice, research, academic,
and consulting side in the eld. This is why it should be useful to a variety of constituencies, who are
interested in the interrelationships between information and communication technologies and city mar-
keting strategies and, in particular, to:
1. Politicians and public sector ofcials (civil servants) who need a convenient source of informa-
tion on what ICTs can do for city marketing and on what other local governments are doing in this
eld.
2. Private company executives, leaders, and consultants who frequently liaise with government agen-
cies to design and implement city marketing strategies
3. Academicians, researches and students interested in the eld of city marketing and/or the eld of
the use of ICTs by local governments.
The book is presented in three sections. The rst one, “Discovering connections: Linking City Marketing
and ICT”, is a wide-ranging section which contains six chapters focused on the use of information and
communication technologies in city marketing strategies from more of a conceptual point of view.
In particular, Muñiz-Martínez and Cervantes-Blanco (Chapter I) analyzes economic development
from a phase of industrial production towards a new era that complements management of technology
and information with intelligent awareness and creativity. The author concludes by investigating the role
of new Internet technology in communicating and promoting the identity of cities with consideration of
the cases of a number of cities around the world.
Fernández-Cavia and Huertas-Roig (Chapter II) describe the results of two combined studies (qualita-
tive and quantitative) that analyze a sample of ofcial city Web sites. The results show that ofcial Web
sites of cities pay a lot of attention to ease of navigation, but interactivity is much less implemented,

especially between users. Furthermore, some lack of attention to the communication aspects of city
brands can also be found.
Chapter III, by Mishra and Rolland, proposes a broad approach called strategic stakeholder relation-
ship management (SSRM) that is enabled by information and communication technologies including the
Internet in order to help the decision makers succeed in designing the twenty rst century city marketing
initiatives.
McCready, in Chapter IV, also focuses on strategy and refers to the technology driven aspects of
globalization as “techno-globalization”. He describes the role of strategic technology planning in the
marketing of cities as well as for information and communication technologies and its intersection with
marketing planning.
Chapter V, authored by Chudalla and Pousttchi, provides basic knowledge on mobile services,
the presentation of restrictions and opportunities of mobile devices, applications and communication
techniques. Three case studies are presented to help the reader understand applications from a practical
perspective.
xvi
Finally, in Chapter VI, Matherly and Jouett present a causal model where ICT is used to not only
deliver services to internal stakeholders but also to market a city to external stakeholders. Case study
applications are discussed as well as the questions to address in future research.
Section II, “Unlocking the Power of City Marketing to City Development”, presents new interrelation-
ships and illustrates them with case studies. Thus, it goes beyond the connection between ICT and city
marketing and approaches the possibilities of that link for city development strategies.
Therefore, Chapter VII, by Huerta-Carvajal and Luna-Reyes, discusses the strategic scaffolding for
ICT as a key component of a city’s marketing strategy. Although city marketing efforts and ICT use are
still at its initial stages in the city, lessons from current efforts in Puebla (Mexico) are related to the key
role of stakeholder networks, ICT interoperability, Geographic Information Systems and government
program continuity.
Díaz-Luque, in Chapter VIII, analyzes the possibilities that ofcial Web sites offer from a marketing
perspective. It also studies the opportunities to use cities’ Web sites to develop a complete marketing
mix strategy.
Next, Prats-Planagumà and Camprubí present a case study in order to analyze network conguration

through promotional Web sites and determine if the tourist product of a destination is integrated and
promoted globally or, on the contrary, each tourist agent acts independently. Conclusions are based on
the theoretical model presented.
Chapter X, by McGill and Ensign, discusses the importance of making strategic investments in
information communication technologies in order to benet from globalization and the opportunities
created by export-oriented business clusters. Examples of investments made by local governments in
India, Jamaica and Hong Kong are presented.
Sigala, in Chapter XI, aims to inform city tourism organizations responsible for the development
of city portals about the use of the major Web 2.0 tools and their impact on the tourism demand and
supply. It also presents the ways and practices for integrating the use of Web 2.0 into their e-business
model and e-marketing practices.
In the last chapter of this second section, Córdoba, Jullien, and Tremembert dene three different
patterns –idealist, strategic and power-based to understand how city marketing initiatives are designed
and implemented, and how information and communication technologies can support their implementa-
tion. Experience of using these patterns to understand the situation of Hull and Brest are also presented
by the authors.
At last, Section III, “Stories from the Battle.eld: Finding Out the Power of City Marketing”, reviews
several initiatives that have taken place all over the world and that illustrate the use of ICT to enhance
city marketing strategies.
In Chapter XIII, after introducing the concept of city branding, and a model of how Web site elements
communicate brand values and messages, Dobers and Hallin analyze a recent attempt of city managers
to promote the brand of Stockholm. This case study illustrates the challenges that city managers face
today.
Hallin (Chapter XIV) looks deeply into the Stockholm case by semiotically analyzing a marketing
leaet for the Stockholm-based ICT-project mCity, and two ads for Nokia phones that appeared in Eu-
rope at about the same time. Her chapter challenges the traditional cybernetic sender-receiver model of
communication.
In Chapter XV, Moffett, McGinnity, Callaghan, Harkin, Woods, and Paris, outline the journey that
the city of Londonderry undertook when transforming a traditional walled city to a technology enhanced
wireless city. The chapter presents an overview of the three project strands, namely wireless city (civic

aspect), wireless walls (tourism aspect), and wireless campus (educational aspect). A detailed case study
of the educational element is presented.
xvii
To conclude, Morolong looks, in the last chapter of the book, at how information communication
technologies can be used to market cities such as Gaborone, the capital city of Botswana. Literature and
experiences from other parts of the world are used to underscore city growth as a serious development
issue.
More could be said about the relationships between ICTs and city marketing since the possibilities
of the former are unknown. This book is only a rst approach to this new eld. It presents several issues
that have to do with the new tools city managers have. It also introduces some interesting aspects about
the academic state of the art of the discipline. Both perspectives make the text valuable for researchers
and practitioners. But Information Communication Technologies and City Marketing: Digital Opportuni-
ties for Cities Around the World is only a rst stone and the authors hope that the authors’ contributions
encourage the reader to keep strengthening the way technology can help cities all over the world.
REFERENCES
Budd, L. (2001). Territorial competition and globalisation: Scylla and Charybdis of European Cities.
Urban Studies, 35(4), 663-685.
Deighton, J. (1996). The future of interactive marketing. Harvard Business Review, 74(6), 151-160.
Kotler P., Asplund C., Rein I., & Haider H.D. (1999). Marketing places Europe: How to attract invest-
ments, industries, residents and visitors to cotes, communities, regions, and nations in Europe. London:
Prentice Hall.
Martinotti, G. (1999). A city for whom? Transients and public life in the second-generation metropolis.
In R. A. Beauregard & S. Body-Gendrot (Eds.), The urban moment. Cosmopolitan essays on the late
20
th
Century city (pp. 155-184). Thousand Oaks, CA: Sage Publications.
Metaxas, T. (2002, April). Place/city marketing as a tool for local economic development and city’s
competitiveness: A comparative evaluation of place marketing policies in European cities. Paper pre-
sented at the EURA Conference Urban and Spatial European Policies: Levels of Territorial Government,
Turin, Italy.

Rainisto, S. K. (2003). Success factors of place marketing: A study of place marketing practices in North-
ern Europe and the United States. Unpublished doctoral dissertation, Helsinki University of Technology
– Institute of Strategy and International Business, Helsinki.
Sassen, S. (2001). Cities in the global economy. In R. Paddison (Ed.), Handbook of urban studies (pp.
256-272). London: Sage Publications.
Seisdedos, G. (2007). Cómo gestionar las ciudades del siglo XXI. Del city marketing al urban manage-
ment. Madrid: Pearson Educación.
xviii
Acknowledgment
The editors would like to acknowledge the help of all involved in the collation and review process of
the book, without whose support the project could not have been satisfactorily completed.
Deep appreciation and gratitude is due to Kristin Roth, our former development editor and, most
important, our friend. Her editorial support, her encouragement and her good advice during this year has
turned this project into a worthwhile book. Special thanks also go to all the staff at IGI Global, whose
contributions throughout the whole process from inception of the initial idea to nal publication have
been invaluable. In particular, to Mehdi Khosrow-Pour, whose enthusiasm motivated us to initially ac-
cept his invitation for taking on this project.
We also want to sincerely thank all those who offered constructive and comprehensive input for the
different chapters. They did an outstanding job. In closing, we wish to thank all the authors for their
insights and excellent contributions to this book. They have shared with us their priceless expertise,
carrying out a terric work. Thank you to all of you for helping us to spread your knowledge about how
ICT may contribute to the development of city marketing strategies.
Finally, we want to thank our loved ones for their understanding and support throughout this proj-
ect:
To my wonderful children, Marcos and Hawa, for being the reason that keeps me going every single day.
To my parents, Milagros and José Luis, and my sisters, Samantha and Amaya, for their unconditional
support during this hard year. To Teresa, for her unlimited patience while preparing this book and for
being such a good friend. And to Carlos, for being always there (Mila’s special thanks).
To Arnau and Jordi, my two knight-errant children, already surng the Net in search of unlimited adven-
tures. To my parents, Félix and Engracia, and my husband, Jordi, for all the things they have brought

me throughout my life. And of course, to my friends Alegría, Josepa and M. Angel who still answer the
phone when I call them (Teresa’s special thanks).
Mila Gascó-Hernández and Teresa Torres-Coronas
Barcelona-Tarragona, Spain
September 2008

Section I
Discovering Connections:
Linking City Marketing and ICT
1
Copyright © 2009, IGI Global, distributing in print or electronic forms without written permission of IGI Global is prohibited.
Chapter I
Identity and Marketing of Cities
Norberto Muñiz-Martínez
Universidad de León, Spain
Miguel Cervantes-Blanco
Universidad de León, Spain
ABSTRACT
Cities are acquiring a key geopolitical importance in the shaping of world-wide ows and exchanges,
playing a key part in modern socio-economic relations within the framework of the world order termed
globalization. Urban areas are the nodes where networks of various types of interchange come together:
economic, social, cultural, communications and interpersonal. While having a leading role in these major
relations of
world-wide exchanges, cities in addition shape their own interchanges between what they
can offer and the demands from the various groups within them. These are principally their citizens, but
also investors, tourists, and administrative and civil institutions. Strategic marketing and management
approaches have been implemented into the eld of countries, regions, and especially cities, which are
adopting these approaches to sell what they have to offer; to better manage and compete more effectively.
Marketing provides a conceptual framework, and tools for managing these exchange relationships be-
tween what cities supply and demand. This chapter explores these issues, and examines the evolution of

city marketing, from emphasizing infrastructures and urban regeneration towards stressing intangible
values, such as multicultural integration, urban quality of life, appreciating aesthetics, the design and
beauty of a city, a marketing of cities by means of intangible and emotional elements.
2
Identity and Marketing of Cities
THE IDENTITY OF CITIES IN
SOCIO-ECONOMIC GLOBALIZATION
As an outcome of economic globalization and the
growing internationalization of markets, numer-
ous relationships are developing that encourage
a multiplicity and mixing of identities, in what
Castells (1998) calls a network society. Cities, as
the places or centers where these numerous ows
of exchanges converge, gradually form an identity
for themselves as a function of how these intercon-
nections take shape within them. In this way, the
concept of the identity of cities gains prominence.
There are some cities that have clear identities
relating to certain more or less unusual features
that make them well known. Others, in contrast,
especially large cities that constitute centers of
power or world standards, become famous as an
outcome of multiple facets (Table 1).
These attributes or potentials can be capitalized
on by cities taking full advantage of them. In this
Table 1. Cities with international reputation according to some attributes (Source: self compilation)
Events based on
cultural singular
assets
Music

Music festivals: Bayreuth, Germany–R. Wagner; Salzburg, Austria–W.A. Mozart; Verona, Italy
–G. Verdi; Nashville, USA–North American folk; New Orleans, USA–Jazz, Gospel;
Great philharmonic orchestras: Berlin, Germany; Viena, Austria
Theatre
Drama festivals: Avignon, France–summer festival; Edinburgh, UK–Fringe festival; Stratford-
upon-Avon, UK–festival in W. Shakespeare’s natal village
Classical theatre: Almagro, Mérida, Spain
Theatres of international reputation: Barcelona, Spain–Liceu; Milan, Italy–alla Scala; Venice
Italy–La Fenice; Naples, Italy–San Carlo
Cinema
Cinematographic industry or festivals (and in some cases also festivals of advertising): Los Angeles,
USA–Hollywood; Cannes, France–cinema and advertising festival; Berlin, Germany–Berlinale;
Venice, Italy–Mostra; San Sebastián, Spain–cinema and advertising festival
Great Museums
Madrid, Spain–Museo del Prado, Centre of Art Reina Sofía, Thyssen-Bornemisza; Bilbao,
Spain–Guggenheim; Valencia, Spain–Ciudad de las Artes y las Ciencias; Paris, France–
Louvre, Centre Pompidou; Saint Petesburg, Russia–Hermitage; London, UK–British
Museum, National Gallery, Tate Gallery; Berlin, Germany–Alte National Galeri, Bodes
Museum, Altes/Neues Museum, Pergamo; New York, USA–Metropolitan, Museum of
Modern Art (MOMA), Guggenheim, American Museum of Natural History
University
Cities
Oxford, UK; Cambridge, UK; St. Andrews, UK; Heidelberg, Germany; Tübingen Germany;
Göttingen, Germany; Salamanca, Spain; Coimbra, Portugal; Bolonia, Italy; Princeton, USA;
Berkeley, USA
Parties and Popular
Celebrations
Rio de Janeiro, Brazil–Carnival; Salvador da Bahía, Brazil–Carnaval; New Orleans,
USA–Mardi Gras; Venice, Italy–Carnevale Di Venezia; Valencia, Spain–Fallas; Pamplona,
Spain–Sanfermines; Munich, Germany–Oktoberfest, party of the beer; Siena, Italy–Palio, horse

racing; Calgary, Canada–Stampide, western parade; Seville, Valladolid, Zamora, Spain–Semana
Santa, Holy Week religious parades
sense there is a parallel with the approaches of
strategic management and marketing in the world
of business. These qualities would be equivalent to
the concept introduced by M. Porter, competitive
advantage, a capacity which if developed by an
enterprise would allow it to achieve better results
than competing businesses. In the same way,
when a city is able to capitalize on its resources
and potentials, or is remodeled and promoted,
as Barcelona and Sydney were through their
organization of the Olympics, then it achieves
international fame that facilitates attracting in-
vestments and visitors.
The prole of a city can be inuenced greatly
by major public works. These can include new
airports, as in Hong Kong, or extensions to exist-
ing airports, like Barajas in Madrid; ports as in
Yokohama; new museums like the Guggenheim in
Bilbao, the area of Arts and Sciences in Valencia,
or the Picasso Museum in Malaga, or renovations,
such as the Louvre in Paris, the Rijksmuseum in
continued on following page
3
Identity and Marketing of Cities
Cities economic
centers
World nancial centers
New York, USA; London, UK; Tokyo, Japan

Metropolitan cities that are economic
centers of international inuence
Chicago, USA; Los Angeles, USA; Paris, France; Madrid, Spain; São
Paulo, Brazil; Shanghai, China; Seoul, South Korea; Toronto, Canada;
Dubai, United Arab Emirates; Johannesburg, South Africa; Singapore
Cities of medium average size that
specialize themselves economically and
become more important than they are
for their sizes
Frankfurt, Germany–stock exchange, banks, European Central Bank; Ge-
neva, Switzerland–banks, watches; Milano, Italy–economic centre, mode &
craft industry; Rotterdam, The Netherlands–Mercantile port activity
Industrial cities Cities of industrial tradition that look
for new positioning because of the
decline or industrial transformation
Manchester, UK; Liverpool, UK; Glasgow, UK; Bilbao, Spain; Dort-
mund-Duisburg-Bochum-Essen-Düsseldorf, Germany–metropolitan area
of the Ruhr region; Detroit, USA; Pittsburgh, USA
Cities with
research centers
San Francisco, USA, San Jose, USA–Silicon Valley; universities: Berkeley, Stanford; Boston, USA–universities: Harvard,
MIT; Stuttgart, Germany, Munich, Germany–high range automobiles Mercedes, Porsche, BMW, Audi; Kuala Lumpur, Ma-
laysia–Multimedia Super Corridor; Dublin, Ireland–integration of the Digital Knot in the urban centre; Bangalore, India–tech-
nological parks
Vanguard forefront
cities, trend setting
cities
Barcelona, Spain–urbanism, architecture; Berlin, Germany–urban renovation, reunication, culture; San Francisco, USA–
forefront social movements, waterfront bay, cosmopolitanism; Vancouver, Canada–multiculturalism, natural beauty, waterfront;
Shanghai, China–urban, socio-cultural and economic change; Amsterdam, The Netherlands–urban singularity, forefront

social tolerance; Curitiba, Brazil–social and environmental management; Dubai, United Arab Emirates–new economic
centre, nance and trade, culture, tourism, vanguard architecture
Natural beauty Cities, town and villages placed in
environments of natural beauty that
generate reputation and attract visitors
and residents
Sea waterfronts/bays/beaches: Palma de Mallorca, Spain; San Sebas-
tián, Spain; Santander, Spain; Bay of Naples, Italy; Miami, USA; Mar
del Plata, Argentina; Sydney, Australia; Cape Town, South Africa,
Durban, South Africa
Mountains: Chamonix, France–Mont Blanc; Zermatt, Switzerland–
Matterhorn or Cervin; Innsbruck, Austria–the Alps, Tirol;
Sky: Calgary, Canada; Aspen, USA; San Carlos de Bariloche, Argen-
tina–the Andes
Coast and mountains: Rio de Janeiro, Brazil–beaches of Copacabana,
Ipanema, etc., Mount Corcovado; Bergen, Norway–ords
Touristic cities Popular destinations of sun and beaches Benidorm, Spain; Lloret de Mar, Spain; Rimini, Italy; Acapulco,
Mexico; Cancún, Mexico; Varadero, Cuba
Cities specializing in a tourism of coast
of elitist nature
Cannes, France; Nice, France; The Principality of Monaco; Punta del
Este, Uruguay
Health tourism
Baden-Baden, Germany; Evian, France; Budapest, Hungary;
Karlovy Vary, Czech Republic–Karslbad; Mariánské Laznĕ,
Czech Republic–Marienbad
Urban tourism
New York, USA–architecture of skyscrapers, cosmopolitanism, cultural
offer, cinema-tographic evocation; Paris, France–urban beauty, monu-
ments, culture, fashion industry; Rome, Italy–old Roman civilization, urban

beauty, Vatican City; London, UK–cultural offer, cosmopolitanism, monu-
ments, Monarchy; Prague, Czech Republic–architectural heritage, culture;
Singapore and Kuala Lumpur, Malaysia–shopping and nancial centers
Metropolis or
megacities
Big cities of powerful countries; politically, economi-
cally and culturally of world reference
New York USA; Los Angeles, USA; Paris, France; Lon-
don, UK; Tokyo, Japan; Moscow, Russia; Beijing, China
Big cities or urban agglomerations of emerging or
developing countries, with over-excited and unplanned
growth
Calcutta India; Bombay, India; Yakarta, Indonesia;
Mexico City, Mexico; São Paulo, Brazil; Cairo, Egypt;
Lagos, Nigeria; Karachi, Pakistan; Manila, Philippines
City-states
The Principality of Monaco–principality, tax haven, elitist tourism; Andorra–winter and mountain tourism; Vatican
City–Catholicism; Singapore–nancial centre and communications hub; Luxembourg–European crossing of cultures
Table 1. continued
continued on following page
4
Identity and Marketing of Cities
Table 1. continued
Cities that host international institutions
Brussels, Belgium–European Union, NATO; New York, USA–United Nations; Geneva,
Switzerland–United Nations, International Red Cross; Paris, France–UNESCO; Lausanne,
Switzerland–International Olympic Committee; Washington D.C., USA–International
Monetary Fund, World Bank, Administration of the USA; The Hague, The Nether-
lands–some international courts of justice
Cities where international treaties have been

signed, or international agreements have been
celebrated
Kyoto, Japan–Protocol on Climate Change; Maastricht, The Netherlands–Treaty on
European Union; Davos, Switzerland–annual meeting of the World Economic Forum
Cities that host big companies
Eindhoven, The Netherlands–Philips; Leverkusen, Germany–Bayer; Wolfsburg,
Germany–Volkswagen; Torino, Italy–F
iat
; Toulouse, France–aeronautical industry; Ulsan,
South Korea–Hyundai; Seattle, USA–Boeing (aeronautics), Microsoft (software); Detroit,
USA–automobile industry
Cities and places
with sporting
events of interna-
tional repute
Annual events
Car racings: Monte Carlo, Monaco–Formula 1, Rally; Le Mans, France–24 hours
race; Indianapolis, USA–500 miles
Tennis: Wimbledon, UK; Paris, France–Roland Garros
Golf: St. Andrews, UK; Augusta, USA
Bicycle racing: Paris, France–Tour de France nal stage
One–off events with long term
returns. They attract invest-
ments and boost tourism
Summer Olympic Games: Sydney, Australia–presentation like one of the best
cities of the world; Barcelona, Spain–urban remodeling, world promotion;
Seoul, South Korea, Athens, Greece, Beijing, China –presentation and promo-
tion of the cities but also top of their countries
Winter Olympic Games: Salt Lake City, USA; Calgary, Canada; Lillehammer,
Norway; Albertville, France; Torino, Italy

Football World Cup: Germany (2006); South Africa (2010)
Sports clubs that provide inter-
national reputation to the cities
that shelter them
European Football: Real Madrid, Spain; FC Barcelona, Spain; Milan, Italy
Inter Milan; Juventus Torino, Italy; Ajax Amsterdam, The Netherlands; Bayern
Munich, Germany; Manchester United, Liverpool, UK
Basketball NBA: Los Angeles, USA–Lakers, Boston, USA–Celtics, Chicago,
USA–Bulls
Cities with a reli-
gious signicance
Jerusalem, Israel/Palestine–Judaism, Christianity, Islamism; Rome, Italy (Vatican City)–Roman Catholicism; Santiago de
Compostela, Spain–pilgrim way of Camino de Santiago; Mecca, Saudi Arabia–Islam; Varanasi, India–Hinduism
Singular cities
Venice, Italy–singular urbanism: canals; New York, USA–singular architecture: skyscrapers; Las Vegas, USA–city of the
game and gambling in casinos, original architecture of the hotels and casinos; Paris, France–beauty and monuments
Amsterdam or the Prado in Madrid; facilities for
artistic activities, like the Sydney Opera House or
the new Alexandria Library in Egypt; buildings for
conventions; skyscrapers like Taipei 101, the tallest
in the world in Taiwan or the Petronas Towers in
Kuala Lumpur in Malaysia or the Freedom Tower
p
roj
ect at the site of the ill-fated towers of the New
York World Trade Center; sports facilities, like
the Olympic Parks in Munich, or stadiums that are
innovatory in their technology and design such
as the Allianz Arena Munich, or the new Olympic
Stadium in Beijing; renovation of waterside areas,

as in Barcelona, of riverside zones, as in Bilbao,
or of historic centers as in Compostella, all three
in Spain; theme parks like Eurodisney near Paris.
These constructions equate in modern times to
what cathedrals represented in mediaeval Europe.
Many cities commission major works of this sort
from “star” architects who create structures that
become new urban icons, symbols advertising
the city. Mention may be made of N. Foster, J.
Nouvel, R. Koolhaas, D. Libeskind, R. Rogers,
F. Gehry, Herzog and de Meuron, A. Siza, R.
Moneo, S. Calatrava, R. Boll.