Applying Linear Programming in City Brand Equity Concept: A Case Study of Hong Kong

• 영문명: Applying Linear Programming in City Brand Equity Concept: A Case Study of Hong Kong
• 발행기관: 한국관광학회
• 저자명: Chung-shing Chan
• 간행물 정보: 『International Journal of Tourism Science』Vol.14 No.1, 1~22쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

Places, including countries and cities, have started to apply branding strategies to enhance their position as tourist destinations and attract targeted immigrants. Whether a particular place brand carries economic value is determined by the presence or absence of brand equity. Brand equity measurement is thus becoming more quantitative in nature based on the selective nature of place branding. Characterized by the distinctive nature of branding places including cities, neural networks, genetic algorithms and linear programming are three types of research approaches that may be useful in decision-making of city marketing and branding. With respect to Hong Kong and relevant data availability, the author believes that linear programming is applicable to stimulating brand equity maximization. While acknowledging a number of constraints, for example but not limited to, budget, policy, administration, and non-negativity constraints, city authorities and marketers should formulate a specific function to measure their city’s brand value or liability for a more effective and focused branding strategy.

목차

Introduction

Application and Justification of the Use of Linear Programming

Inapplicability of Neural Network and Genetic Algorithm

Conclusion

References

키워드

City brand equity city branding linear programming place branding