Pottery, Pride, and Prejudice: Assessing Resident Images for City Branding
An exploratory study of resident perceptions of Stoke-on-Trent was undertaken to examine the city's image from the community perspective—a key component of its brand identity. The community is also a key market segment for day trip tourism, which is playing an important role in the city region's regeneration. Four dimensions of residents' images of the city were delineated; they explained nearly two thirds of the variance in the data. Three of the dimensions, together with community pride, were found to be significant predictors of residents' willingness to recommend Stoke-on-Trent to others. Residents' image dimensions were significantly differentiated on the basis of age and marital status, but not on the basis of gender, socioeconomic class, or the presence of children in families. No significant differences in pride and willingness to recommend the city to others were found in relation to socioeconomic variables with the exception of marital status on residents' willingness to recommend the city. The theoretical and practical implications of the findings are discussed and recommendations for further research are made.
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Document Type: Research Article
Publication date: 2007-12-01
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- The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.