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Branding dilemma: the case of branding Hyderabad city
International Journal of Tourism Cities Pub Date : 2020-07-09 , DOI: 10.1108/ijtc-08-2019-0130
Rhulia Nukhu , Sapna Singh

Hyderabad City today is a blend of metro and heritage causing much dilemma to what it offers the visitors. A mixture of the “Nawabi – the good old days city” and “information technology hub – a new metropolitan city,” has changed the perception of the city. This has blurred the vision of positioning the city. The purpose of this paper is to analyze the existing city image and the execution of a clear brand message in the face of ambiguous essence of the place.,The exploratory case study was divided into two parts. In the first stage of the study, an in-depth interview was conducted on tour operators, hotels and hospitality managers, tourists and residents. In the second stage of the study, the review text was scrapped from TripAdvisor. Further text collocate, linked analysis and word trees were done on reviews of Hyderabad city using Voyant tools to find the core attributes of the city image.,The finding indicates that the city branding is diluted with a blended essence of heritage and metropolis, making the positioning of the city ambiguous. Moreover, the findings reveal that the blend of the two dichotomous characteristics of the city can study out through the implementation of the dual branding and story narration of the city.,The study is no short of limitations, as it is a case-based, subjectivity is inevitable, the selection of the respondents for the interviews was on convenience-based. The number of interviewees for the study is limited thus cannot be generalized. In addition, another limitation of the study is that only few reviews on Hyderabad city were found on TripAdvisor not enough to sustain more elaborated results and, as the reviews were basically from tourists, further there may be some elimination of other important aspects of the city. Text analysis has its own limitation such as it cannot track sarcasm or identify the spelling errors or synonymous. Despite the limitations, the study attempts to shed some light on the city’s needs to rebranding.,One of the important contributions of the study is its implications, for tour operators and policymakers. For the former, the need to communicate and position the brand and develop a strategy that bridges the gap between heritage image and metropolis. In addition, for the later, for setting the national urban policies that conserve the heritage sites and improvise the management.,To conserve the culture, tradition and heritage sites in the impetus of the city’s phenomenal urbanization and development.,City as a brand is complex, the present research brings out the complexity based on the essence of the city bridging the gap through an insightful approach. Expanding the body of knowledge, at the same time providing insightful implications for destination stakeholders such as managers, policymakers and destination management organizations.

中文翻译:

品牌困境:海得拉巴城市品牌化案例

如今的海得拉巴市是都会区和传统区的融合,给游客提供了很多难题。“纳瓦比–昔日的美好城市”和“信息技术中心–一个新的大都市”的结合,改变了人们对这座城市的看法。这使定位城市的愿景变得模糊。本文的目的是分析现有城市形象以及面对该地方本质含糊不清的清晰品牌信息的执行情况。探索性案例研究分为两个部分。在研究的第一阶段,对旅行社,酒店和酒店经理,游客和居民进行了深入采访。在研究的第二阶段,评论文字是从TripAdvisor删除的。进一步的文字搭配,使用Voyant工具对海得拉巴市的评论进行了链接分析和词树,以发现城市形象的核心属性。结果表明,城市品牌被遗产和大都市的融合精华所稀释,从而使城市的定位模糊的。此外,研究结果表明,可以通过实施城市的双重品牌和故事叙述来研究城市的两个二分特征的融合。该研究不乏局限性,因为它是基于案例的,主观性是不可避免的,采访对象的选择基于便利性。该研究的受访者人数有限,因此无法一概而论。此外,该研究的另一个局限性在于,在TripAdvisor上仅发现了关于海得拉巴市的评论,不足以维持更多详尽的结果,而且由于评论基本上来自游客,因此可能还会消除该市其他重要方面。文本分析有其自身的局限性,例如它无法跟踪讽刺或识别拼写错误或同义词。尽管存在局限性,该研究仍试图阐明该市对品牌重塑的需求。该研究的重要贡献之一是对旅游经营者和决策者的影响。对于前者,需要沟通和定位品牌,并制定弥合传统形象与大都市之间差距的战略。另外,以后 为了制定保护遗产地和改善管理的国家城市政策。为了保护城市的惊人城市化和发展的动力来保护文化,传统和遗产地。城市作为一个品牌是复杂的,本研究提出了基于城市本质的复杂性通过一种有见地的方法弥合差距。扩展知识体系,同时为目的地利益相关者(如经理,政策制定者和目的地管理组织)提供深刻的启示。本研究通过有见地的方法,基于缩小桥梁差距的城市本质,揭示了复杂性。扩展知识体系,同时为目的地利益相关者(如经理,政策制定者和目的地管理组织)提供深刻的启示。本研究通过有见地的方法,基于缩小桥梁差距的城市本质,揭示了复杂性。扩展知识体系,同时为目的地利益相关者(如经理,政策制定者和目的地管理组织)提供深刻的启示。
更新日期:2020-07-09
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