Identification of Features for the City Branding: The Case of Shusha City, Azerbaijan as Tourism Destination
Abstract
The main purpose of this study is to investigate the strategic importance of the creation of the city brand of Shusha, the cultural capital of Azerbaijan, based on the studies in the literature, and to determine the branding elements. The study was prepared in accordance with the methodology of qualitative research methods and is exploratory research. Systematic approach, synthesis and induction methods were used in the study. The branding of Shusha as a city of music, architecture, heroism, and culture is one of the results of the research. As a result of the study, the brand elements that can be used in the branding of the city of Shusha in Azerbaijan were tried to be determined. Brand elements that can be used in the branding of Shusha are Kharibulbul flower (Ophrys Caucasica), Karabakh horses, Shusha fortress, Govhar Agha mosque, mugham, carpet art, famous people. The creation of the Shusha city brand can make it one of the world's tourism destinations.
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[10] Brizotti-Pasquotto, G. & Medrano, L. 2014. Iconic Buildings and City Marketing the Central Area of São Paulo. Bitácora Urbano Territorial, 24(2): 21-30.
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[13] Cheng, L. K. P. and Taylor, J. L. 2007. Branding of Former Soviet Cities: The Case of Almaty. The ICFAI University Journal of Brand Management, 4(4): 7-13.
[14] Cop, R. and Akpınar, İ. 2014. Öğrencilerin Şehirlerin Markalaşmasına Yönelik Algıları (Students' Perceptions of the Branding of Cities). Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi (Marmara University Journal of Economics and Administrative Sciences), 36(1): 69-88.
[15] Dayanç Kıyat, G.B. and Topal, M. 2019. Şehir Markası Kavramı; Malatya`nın Markalaşması (City Brand Concept; Branding of Malatya). Haliç Üniversitesi Sosyal Bilimler Dergisi (Haliç University Journal of Social Sciences), 2(2): 371-406.
[16] De Carlo, M., Canali, S., Pritchard, A. and Morgan, N. 2009. Moving Milan towards Expo 2015: Designing Culture into a City Brand. Journal of Place Management and Development, 2(1): 8-22. DOI:https://doi.org/10.1108/17538330910942762
[17] Deffner, A. and Lioruris, C. 2005. City Marketing: A Significant Planning Tool for Urban Development in a Globalized Economy. In 45th Congress of the European Regional Science Association. (pp. 1-15). Vrije University, 23-27 August 2005, Amsterdam, Netherlands.
[18] Dessiatnitchenko, P. 2017. Musical and Ontological Possibilities of Mugham Creativity in pre-Soviet, Soviet, and post-Soviet Azerbaijan. Unpublished thesis of Doctor of Philosophy. University of Toronto. Toronto, Canada.
[19] Dinnie, K. 2011. City Branding: Theory and Cases. Palgrave Mc Millian Publisher Limited, Hampshire, UK.
[20] Dudek-Mańkowska, S. and Grochowski, M. 2019. From Creative İndustries to the Creative Place Brand: Some Reflections on City Branding in Poland. Place Branding and Public Diplomacy, 15(4): 274-287. DOI:https://doi.org/10.1057/s41254-019-00141-7
[21] Evans, G. 2015. Rethinking Place Branding and Place Making through Creative and Cultural Quarters. In Rethinking Place Branding, pp. 135–158. Cham: Springer.
[22] Fan, Y. 2006. Branding the Nation: What is being Branded? Journal of Vacation Marketing, 12(1): 5-14.
[23] Gasher, M. 2002. Hollywood North: The Feature Film Industry in British Columbia. Vancouver: UBC Press.
[24] Girma, M. & Singh, M. 2019. Factor Affecting Intention to Visit Destination Ethiopia: Branding Perspectives. International Journal of Management Science, 6(1): 1-8.
[25] Hacıhasanoglu, O., and Hacıhasanoglu, I. 1995. Mimari ve Kentsel Kimlik: Venedik Örneği (Architecture and Urban Identity: The case of Venice). Yapı-Kültür.
[26] Han, M., et al. 2018. City Branding in China’s Northeastern Region: How do Cities Reposition Themselves when Facing Industrial Decline and Ecological Modernization. Sustainability, 10(1), pp. 102. DOI:https://doi.org/10.3390/su10010102
[27] Hanna, S., and Rowley, J. 2013. A Practitioner-led Strategic Place Brand Management Model. Journal of Marketing Management, 29(15-16): 1782-1815. DOI: https://doi.org/10.1080/0267257X.2013.800901
[28] Herget, J., Petrù, Z., and Abrhám, J. 2015. City Branding and Its Economic Impacts on Tourism. Economics & Sociology, 8(1): 119-126. DOI: https://doi.org/10.14254/2071-789X.2015/8-1/9
[29] Herstein, R., Jaffe, E. D. 2008. The Children's City - The Transition from a Negative to a Positive City Image. Place Branding and Public Diplomacy, 4(1): 76-84.
[30] Hospers, G.J. 2004. Place marketing in Europe. Intereconomics, 39(5): 271-279. DOI:https://doi.org/10.1007/ BF03031785
[31] Huang, C., Oh, K., Zhang, Q. & Choi, Y. J. 2013. Understanding the City Brand in the Regional Tourism Market among College Students. Journal of Travel and Tourism Marketing, 30(7): 662-671. DOI:https://doi.org/10.1080/10548408.2013.827544
[32] Huseynli, N. 2022a. Impact of revenues from oil and non-oil sectors on the economic growth of Azerbaijan. International Journal of Energy Economics and Policy, 12(5): 31-35. DOI:https://doi.org/10.32479/ijeep.13278
[33] Huseynli, N. 2022b. Causality Relationship between Foreign Investment and Tourism Sector Growth: Selected African Continent Countries. African Journal of Hospitality, Tourism and Leisure, 11(4): 1656-1667. DOI: https://doi.org/10.46222/ajhtl.19770720.315
[34] Huseynli, N. 2023. A Study on the Causality Relationship between Total Capital Increase, Foreign Investments, and Tourism Sector Revenues in Azerbaijan. Journal of Environmental Management and Tourism, 14(2): 469-476. DOI: https://doi.org/10.14505/jemt.14.2(66).16
[35] İlgüner, M. 2006. Türkiye`de Marka Yaratma ve Yaşatmanın Altın Kuralları (Golden Rules of Brand Creation and Survival in Turkey). İstanbul: Rota Yayıncılık.
[36] Isaxanli, H. 2021. My Karabakh or The Karabakh Knot. Baku: Khazar University Press.
[37] Karakoç, E. 2011. A Brief Overview on Karabakh History from Past to Today. Journal of Human Sciences, 8(2): 1002-1026.
[38] Kavaratzis, M. 2005. Place Branding: A Review of Trends and Conceptual Models. The Marketing Review, 5(4): 329-342. DOI: https://doi.org/10.1362/146934705775186854
[39] Kunzmann, K. 2004. Culture, Creativity and Spatial Planning. Town Planning Review, 75(4): 383-405. DOI:https://doi.org/10.3828/tpr.75.4.2
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Published
2023-06-30
How to Cite
HUSEYNLI, Bahman.
Identification of Features for the City Branding: The Case of Shusha City, Azerbaijan as Tourism Destination.
Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 4, p. 1972 - 1983, june 2023.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/7892>. Date accessed: 21 may 2024.
doi: https://doi.org/10.14505/jemt.v14.4(68).09.
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Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.