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首页> 外文期刊>Journal of place management and development >The voice of dwellers - developing a place brand by listening to its residents
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The voice of dwellers - developing a place brand by listening to its residents

机译：居民的声音 - 通过倾听居民开发一个地方品牌

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Purpose - Listening to the customers has long been a key phrase and success element in product branding. This paper aims to highlight the importance of listening to residents during the branding of a place. The study explores ways of listening to residents to ensure they are heard and also discusses the challenges and benefits related to place branding flowing from having residents participate in decision-making processes. Design/methodology/approach - Listening to residents and offering opportunities to participate requires place branders to fully attend to, comprehend and respond to residents' comments, requests, ideas and feedback. This study reports on how two Nordic cities - Turku and Helsinki - listen to their residents. The data used comprise face-to-face interviews, telephone and e-mail conversations and documentary material. Findings - Residents should not be considered as one homogeneous target; participation options and channels should be adapted to the demographics and geographic issues of the different regions and resident groups. Research limitations/implications - The role of residents and the importance of listening are crucial features in the emerging concept of inclusive place branding (Kavaratzis et al, 2017); its future conceptual development could benefit from the case examples at hand. Practical implications - City authorities should listen to residents and provide them with opportunities to actively contribute to decision-making. Other cities could learn from the examples introduced in the paper. Originality/value - This paper documents two Nordic examples of cities putting into practice a policy of listening to the residents, a previously neglected research area.
机译：目的 - 倾听客户长期以来一直是产品品牌的关键短语和成功元素。本文旨在突出在品牌的品牌中倾听居民的重要性。该研究探讨了听取居民的途径，以确保他们被听到，并讨论了与将居民参与决策过程的挑战和福利。设计/方法/方法 - 听取居民并提供参与的机会需要将品牌充分参加，理解和应对居民的意见，要求，想法和反馈。这项研究报告了两个北欧城市 - 图尔库和赫尔辛基 - 倾听居民。使用的数据包括面对面的访谈，电话和电子邮件对话和文档材料。调查结果 - 居民不应被视为一个均质目标;参与选项和渠道应适应不同地区和居民群体的人口统计和地理问题。研究限制/影响 - 居民的作用和倾听的重要性在全包品牌的新兴概念中的关键特征（Kavaratzis等，2017）;其未来的概念发展可以从手头的情况下受益。实际影响 - 城市当局应当倾听居民，并为他们提供积极贡献决策的机会。其他城市可以从论文介绍的例子中学习。原创性/价值 - 本文文件介绍了两个北欧示例，以实践聆听居民的政策，是一个以前被忽视的研究区。

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