Smart City Marketing Strategy: Transformative Endeavor

• 영문명: Smart City Marketing Strategy: Transformative Endeavor
• 발행기관: 동아시아경상학회
• 저자명: Yooncheong CHO
• 간행물 정보: 『East Asian Journal of Business Economics』Vol.12 No.1, 13~22쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: The purpose of this study is to investigate impact of smart city awareness on citizen satisfaction and to measure various factors influencing smart city competitiveness that were rarely addressed in previous studies. For the impacts on the competitiveness of smart cities, this study explored the effects of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth. Research design, data and methodology: To collect data, this study employed an online survey conducted by a reputable research organization. Data analysis involved the use of factor analysis, ANOVA, and regression analysis. Results: This study identified key aspects important for enhancing citizen satisfaction. Furthermore, this research unveiled the significant impacts of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth on the competitiveness of smart cities. Conclusions: The results yield valuable managerial and policy implications. The study suggests that enhancing citizen satisfaction through improved awareness of the smart city is crucial for effective city marketing management. Additionally, the results highlight special aspects necessary to improve smart city competitiveness, including the implementation of promotional policies supported by the government, promoting global competitiveness for domestic companies, and fostering citizen participation for effective city marketing management.

목차

1. Introduction

2. Literature Review

3. Hypotheses Development

4. Methodology

5. Data Analysis

References

키워드

Smart City City Marketing Strategy Awareness Competitiveness