Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Marketing the Resilient City Image for Sustainable Development. Examples from Rotterdam and Thessaloniki

Version 1 : Received: 28 December 2020 / Approved: 29 December 2020 / Online: 29 December 2020 (11:24:13 CET)

How to cite: Metaxas, T.; Psarropoulou, S. Marketing the Resilient City Image for Sustainable Development. Examples from Rotterdam and Thessaloniki. Preprints 2020, 2020120727 (doi: 10.20944/preprints202012.0727.v1). Metaxas, T.; Psarropoulou, S. Marketing the Resilient City Image for Sustainable Development. Examples from Rotterdam and Thessaloniki. Preprints 2020, 2020120727 (doi: 10.20944/preprints202012.0727.v1).

Abstract

The focus of this study is to identify whether resilience and sustainable development can be used as an image for strategic planning of the city marketing. Resilience is about building and planning for future proof the cities. How urban challenges and crisis have the lowest impact and the maximum of bounce back and evolution. Resilience is part of the sustainable development. Thus, it is important for the decision-makers to define the mission on their strategic planning in a holistically way taking into consideration the basic assets of a city, the environment, the economy and the society and how can all of them can be combined to marketing the city and take into consideration the internal and external environment. As the past few years’ city marketing has become an important tool for the urban development. The main goal is to show how city marketing can be applied on a city that tries to be more resilient and more sustainable by using strategic urban planning to set the vision, to identify the challenges and the problematic areas and to set new goals and objectives in order to plan and build to future proof the complexity of an urban system. For answering the questions of this article we use two case studies Rotterdam (Netherlands) and Thessaloniki (Greece), using a literature review and researches conducted alongside with a benchmarking of their resilient strategies as both of the cities are members of the Resilient Cities Network. From a different perspective of resilient thinking, both of the cities have managed to use resilience as a marketing image for further sustainable development.

Subject Areas

city marketing; sustainable development; resillience; image

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