Abstract
Territorial marketing influences economic growth in Polish cities. The effectiveness of activities, which territorial marketing carried out, should have resulted in a coherent vision and achievement of marketing goals. This chapter aims to examine the dependence between the touristic strategy of territorial marketing in Polish provincial cities and economic growth. The chapter is divided into three parts. Firstly, the meaning of territorial marketing will be analyzed. The second part will analyze the factors that influence territorial marketing. The unique selling points will be described within Polish cities. In the third part, the correlation between the number of tourists and Polish cities' incomes will be analyzed. It is worth mentioning that currently, most Polish cities apply marketing strategies toward tourist goals, which stand out because of their image, and specific attributions among others.
TopLiterature Review
The concept of nation branding was introduced to the literature in 1996 by Simon Anholt based on the analogy between a company and a state. In their book Brand America: The Mother of All Brands, Simon Anholt and Jeremy Hildreth analyse how the brand America came to be, how it gained strength and 'conquered the world' becoming an unrivalled powerhouse and the best-selling brand in history (Anholt, 2008, pp. 1–6). Anna Quirin recognises that competition between countries is not limited to the fight for markets (Quirin, 2016, pp. 78–96). Nowadays, countries compete for tourists, investors, human capital in the form of highly skilled labour or people of the arts. The identification of the corporate brand with the state brand is also cited by Michael E. Porter, who notes that in a world of increasing global competition, the importance of nations has increased, not decreased (Porter & Linde, 1995, pp. 97–118). It is worth mentioning at this point Richard Florida, who examines the dependence of the participation of the creative class in the global race of competing states and regions (Florida, 2005).
Key Terms in this Chapter
Touristic Brand: Building a destination's identity. A touristic brand is the unique identity a specific location, like a city, region, or country, develops to attract tourists and distinguish itself from other destinations. It encompasses everything from the visual elements like logos and images to the overall perception and emotional connection evoked in the minds of potential visitors.
Place Branding: Building a Powerful Identity for Your Location. Place branding is a cornerstone of territorial marketing, is the strategic process of creating a distinct and memorable identity for a specific geographical area. Just like a product or company, cities, regions, and even countries can leverage branding techniques to establish themselves in the minds of target audiences. Place branding attracts businesses and investors, fostering job creation and economic growth, encourages tourism by highlighting unique attractions and cultural experiences, creates a positive image, leading to increased investment in infrastructure and development projects and enhances the local community by attracting talent, boosting civic pride, and fostering a sense of belonging.
Marketing: The process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It encompasses a wide range of activities aimed at: understanding customer needs and wants, developing and promoting products and services, building relationships with customers, distributing products and services and analysing and measuring results: Tracking marketing campaigns, monitoring customer behaviour, and utilizing analytics tools helps marketers understand what's working and what needs improvement.
Unique Selling Points (USPs): Standing out in the crowd. In a competitive world, businesses and products need to differentiate themselves to succeed. This is where Unique Selling Points (USPs) come into play. A USP is a clear and concise statement that highlights the distinct advantage city’s offer, which has compared to competitors. It's the single, most compelling reason why a customer should choose this special city. It must clearly differentiate you from competitors. USP needs to address a genuine pain point or need of target audience. It should offer something that truly matters to them.
Economic Development: Refers to the process of improving the economic well-being and quality of life of a specific region, nation, or community. It encompasses a wide range of initiatives and strategies aimed at: creating wealth (this involves fostering conditions that allow businesses to grow, create jobs, and generate income for individuals and the community as a whole), raising living standards (increasing employment opportunities, investing in infrastructure and public services, and promoting social equality contribute to a higher quality of life for all residents), promoting sustainable growth (balancing economic development with environmental protection and responsible resource management ensures long-term prosperity).
Content Marketing: Creates and shares valuable content, such as blog posts, articles, videos, and infographics, to attract and engage a target audience without directly promoting a product or service. By creating and distributing valuable content consistently, managers can attract potential customers, build trust and credibility, and achieve their marketing goals. Content marketing is a long-term strategy; focus on providing genuine value to your audience, and the results will follow.
City Strategies: Building thriving Metropolises. Cities are the engines of our modern world, facing complex challenges and exciting opportunities. Effective city strategies are crucial to navigate these complexities and build a sustainable, thriving urban environment for all residents. Developing a successful city strategy requires a collaborative and inclusive approach. It's crucial to involve residents, businesses, and other stakeholders in the planning process to ensure the strategy reflects the community's needs and aspirations. By focusing on these key areas and fostering collaborative governance, cities can build a brighter future for their residents and contribute positively to the world. The key areas of focus for successful city strategies include: economic development, social development, environmental sustainability, smart city initiatives, resilient city building.
Territorial Marketing: Is a strategic approach used to improve the overall development of a specific area, such as a city, region, or even a country. It involves applying marketing principles and practices traditionally used for businesses, to promote and enhance the territory's image and attract various target audiences. These audiences can include: tourists - encouraging tourism through showcasing the territory's natural beauty, cultural heritage, and unique experiences, investors - attracting businesses and investors by highlighting the territory's economic potential, infrastructure, and skilled workforce and residents - improving the quality of life for local residents by focusing on aspects like education, healthcare, job opportunities, and community events.