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The Role of Future Generations in Place Branding: The Case of Huelva City

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dc.contributor Universitat de Vic - Universitat Central de Catalunya. Departament de Comunicació
dc.contributor Universitat de Vic - Universitat Central de Catalunya. Facultat d'Empresa i Comunicació
dc.contributor Universidad Loyola. Departamento de Comunicación y Educación
dc.contributor.author Ginesta Portet, Xavier
dc.contributor.author Cristòfol, F.J.
dc.contributor.author San Eugenio Vela, Jordi de
dc.contributor.author Martínez‐Navarro, Javier
dc.date.accessioned 2024-03-01T11:13:19Z
dc.date.available 2024-03-01T11:13:19Z
dc.date.created 2024
dc.date.issued 2024
dc.identifier.citation Ginesta, X., Cristòfol, F.J., de San Eugenio, J., Martínez-Navarro, J. (2024). The Role of Future Generations in Place Branding: The Case of Huelva City. Politics and Governance, 12, num: 7730. https://doi.org/10.17645/pag.7730 es
dc.identifier.issn 2183-2463
dc.identifier.uri http://hdl.handle.net/10854/7827
dc.description.abstract The process of creating place brands must position the citizen at the center of the debate. The City Council of Huelva, a city in Southern Spain with a population of 142,538 inhabitants, promoted a territorial brand in 2022 in order to seek a new positioning for the city in tourism markets, investment, and talent attraction. Its development was based on a qualitative and quantitative methodology, previously tested out in other cities and locations in Spain, which is shaped by research groups, semi‐structured interviews, and surveys of the citizens. This method aims to place the citizen, who ultimately is the user of the brand, at the center of the social research process that determines the tangible and intangible values associated with the brand narrative. The main objective of this article is to highlight, based on the case study of the brand Huelva Original, the importance of two groups in the construction and deployment of a place brand (Millennials and Generation Z and the political class). Firstly, out of the 1,194 people who participated in the fieldwork, 47.92% were under 40 years old. These two generations are crucial for creating a brand narrative that has long‐term viability and presence in the digital environment. Secondly, the development of the brand narrative facilitated a cooperative process among the different political groups in the City Council, especially the two most represented (conservatives and social democrats), which enables the search for collaborative workspaces among political groups to ensure that the implementation of the brand transcends the term of a mandate and goes beyond short‐termism political actions. The results indicate that the new brand uniquely differentiates Huelva, emphasizing internal pride and co‐creation. Open innovation facilitates cooperation among stakeholders, improving governance. Both Millennials and Generation Z citizens, as well as politicians, are key to the long‐term sustainability and reach of the brand. es
dc.format application/pdf es
dc.format.extent 20 p. es
dc.language.iso eng es
dc.publisher Cogitatio Press es
dc.rights Aquest document està subjecte a aquesta llicència Creative Commons es
dc.rights.uri https://creativecommons.org/licenses/by/4.0/deed.ca es
dc.subject.other Participació ciutadana es
dc.subject.other Generació Z es
dc.subject.other Governança democràtica es
dc.subject.other Marca de lloc es
dc.title The Role of Future Generations in Place Branding: The Case of Huelva City es
dc.type info:eu-repo/semantics/article es
dc.identifier.doi https://doi.org/10.17645/pag.7730
dc.rights.accessRights info:eu-repo/semantics/openAccess es
dc.type.version info:eu-repo/publishedVersion es
dc.indexacio Indexat a WOS/JCR es
dc.indexacio Indexat a SCOPUS es

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