An assessment of the public attitudes towards the inner City of Johannesburg as a branded destination
Date
2014
Authors
Daya, Nikita JC
Chiliya, N
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Abstract
Cities across the world have shifted their focus to urban development and place marketing strategies. These concepts are
increasingly becoming important since the competition between cities have intensified globally in order to obtain investments,
attract tourists, provide better living space, and to improve community businesses and overall economies of the city.
Johannesburg has made use of various labels to provide a unique and attractive destination brand. The city has undergone
significant changes in order to improve and reposition its image. In particular, there has been a focus on the redevelopment
and brand image repositioning of the Inner City of Johannesburg. Redevelopment strategies have been outlined and
implemented in order to improve the areas within the Inner City of Johannesburg. The primary purpose of this study was to
investigate the effects of the current attitudes and perceptions of the public towards the Inner City of Johannesburg. A
quantitative approach was used. A convenience sample consisting of 343 individuals within the Inner City of Johannesburg
completed the distributed survey instrument. The data analysis consists of multiple linear regression analysis. The results of
this study indicate that Government services and social bonding are the key factors the public value when they visit the inner
city.
Description
Keywords
Place branding, Branded Destination, Attitudes
Citation
Daya, N. J., & Chiliya, N. (2014). An Assessment of the Public attitudes towards the Inner City of Johannesburg as a Branded Destination. Mediterranean Journal of Social Sciences, 5(27 P3), 1473-1481