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 Director of Editorial Content: Kristin Klinger Director of Production: Jennifer Neidig Managing Editor: Jamie Snavely Assistant Managing Editor: Carole Coulson Typesetter: Michael Brehm Cover Design: Lisa Tosheff Printed at: Yurchak Printing Inc. Published in the United States of America by Information Science Reference (an imprint of IGI Global) 701 E. Chocolate Avenue, Suite 200 Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com and in the United Kingdom by Information Science Reference (an imprint of IGI Global) 3 Henrietta Street Covent Garden London WC2E 8LU Tel: 44 20 7240 0856 Fax: 44 20 7379 0609 Web site: http://www.eurospanbookstore.com Copyright © 2009 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher. Product or company names used in this set are for identi.cation purposes only . Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark. 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 http://www.igi-global.com/agreement 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. [...]... the fascinating world of city marketing through information and communication technology (ICT) WHEREIN IS SET DOWN WHAT CITY MARKETING IS City marketing is defined 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... 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 2 3 4 5 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... 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 interrelationships 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... 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 2 3 4 To describe the concept of city marketing and... analyze its contribution to both a city s competitiveness and a city economic development 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 To propose strategies to move forward and to address future challenges that involves the whole array of city stakeholders To identify and... technologies and city marketing strategies and, in particular, to: 1 2 3 Politicians and public sector officials (civil servants) who need a convenient source of information on what ICTs can do for city marketing and on what other local governments are doing in this field Private company executives, leaders, and consultants who frequently liaise with government agencies to design and implement city marketing. .. researches and students interested in the field of city marketing and/or the field of the use of ICTs by local governments The book is presented in three sections The first 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... of Technology, 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... 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 official Web sites offer from a marketing. .. competition between large cities on the planet, they can turn into symbols or icons of a city N ew T erm inal T 4 of M adrid-B arajas airport  Identity and Marketing of Cities Figure 4 Model for strategic management and marketing of cities ANALYSIS of the DIAGNOSIS of a CITY The CITY like SYSTEM of EXCHANGES City Councils Potential and Current eventual residents residents National State + Positive . 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. Section II Unlocking the Power of City Marketing to City Development Chapter VII City Boosterism through Internet Marketing: An Institutional Perspective