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

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, investme...

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Detalhes bibliográficos
Autores: Ginesta Portet, Xavier, Cristòfol, F.J., San Eugenio Vela, Jordi de, Martínez‐Navarro, Javier
Tipo de documento: artigo
Data de publicação:2024
País:España
Recursos:UVic-UCC
Repositório:RiUVic. Repositori institucional de la UVic-UCC
OAI Identifier:oai:dspace.uvic.cat:10854/7827
Acesso em linha:http://hdl.handle.net/10854/7827
https://doi.org/10.17645/pag.7730
Access Level:Acceso aberto
Palavra-chave:Participació ciutadana
Generació Z
Governança democràtica
Marca de lloc
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spelling The Role of Future Generations in Place Branding: The Case of Huelva CityGinesta Portet, XavierCristòfol, F.J.San Eugenio Vela, Jordi deMartínez‐Navarro, JavierParticipació ciutadanaGeneració ZGovernança democràticaMarca de llocThe 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.Cogitatio PressUniversitat de Vic - Universitat Central de Catalunya. Departament de ComunicacióUniversitat de Vic - Universitat Central de Catalunya. Facultat d'Empresa i ComunicacióUniversidad Loyola. Departamento de Comunicación y Educación2024202420242024info:eu-repo/semantics/articleinfo:eu-repo/publishedVersionapplication/pdf20 p.application/pdfhttp://hdl.handle.net/10854/7827https://doi.org/10.17645/pag.7730reponame:RiUVic. Repositori institucional de la UVic-UCCinstname:UVic-UCCInglésAquest document està subjecte a aquesta llicència Creative Commonshttps://creativecommons.org/licenses/by/4.0/deed.cainfo:eu-repo/semantics/openAccessoai:dspace.uvic.cat:10854/78272026-06-07T19:15:21Z
dc.title.none.fl_str_mv The Role of Future Generations in Place Branding: The Case of Huelva City
title The Role of Future Generations in Place Branding: The Case of Huelva City
spellingShingle The Role of Future Generations in Place Branding: The Case of Huelva City
Ginesta Portet, Xavier
Participació ciutadana
Generació Z
Governança democràtica
Marca de lloc
title_short The Role of Future Generations in Place Branding: The Case of Huelva City
title_full The Role of Future Generations in Place Branding: The Case of Huelva City
title_fullStr The Role of Future Generations in Place Branding: The Case of Huelva City
title_full_unstemmed The Role of Future Generations in Place Branding: The Case of Huelva City
title_sort The Role of Future Generations in Place Branding: The Case of Huelva City
dc.creator.none.fl_str_mv Ginesta Portet, Xavier
Cristòfol, F.J.
San Eugenio Vela, Jordi de
Martínez‐Navarro, Javier
author Ginesta Portet, Xavier
author_facet Ginesta Portet, Xavier
Cristòfol, F.J.
San Eugenio Vela, Jordi de
Martínez‐Navarro, Javier
author_role author
author2 Cristòfol, F.J.
San Eugenio Vela, Jordi de
Martínez‐Navarro, Javier
author2_role author
author
author
dc.contributor.none.fl_str_mv Universitat de Vic - Universitat Central de Catalunya. Departament de Comunicació
Universitat de Vic - Universitat Central de Catalunya. Facultat d'Empresa i Comunicació
Universidad Loyola. Departamento de Comunicación y Educación
dc.subject.none.fl_str_mv Participació ciutadana
Generació Z
Governança democràtica
Marca de lloc
topic Participació ciutadana
Generació Z
Governança democràtica
Marca de lloc
description 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.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/publishedVersion
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10854/7827
https://doi.org/10.17645/pag.7730
url http://hdl.handle.net/10854/7827
https://doi.org/10.17645/pag.7730
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Aquest document està subjecte a aquesta llicència Creative Commons
https://creativecommons.org/licenses/by/4.0/deed.ca
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Aquest document està subjecte a aquesta llicència Creative Commons
https://creativecommons.org/licenses/by/4.0/deed.ca
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
20 p.
application/pdf
dc.publisher.none.fl_str_mv Cogitatio Press
publisher.none.fl_str_mv Cogitatio Press
dc.source.none.fl_str_mv reponame:RiUVic. Repositori institucional de la UVic-UCC
instname:UVic-UCC
instname_str UVic-UCC
reponame_str RiUVic. Repositori institucional de la UVic-UCC
collection RiUVic. Repositori institucional de la UVic-UCC
repository.name.fl_str_mv
repository.mail.fl_str_mv
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