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.
Keywords: CITY IMAGES; PLACE BRANDING; PRIDE; RESIDENT COMMUNITY; STOKE-ON-TRENT, UK
Document Type: Research Article
Publication date: 01 December 2007
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
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Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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