City Brands and their Communication through Web Sites: Identification of Problems and Proposals for Improvement

City marketing tries to position cities in the mind of the public, although the process of creating and communicating city brands is still at an early stage of its development. One of the main tools for the communication of these brands is now the World Wide Web. This chapter describes the results of two combined studies (qualitative and quantitative) that analyzes a sample of official city Web sites. The results show that official Web sites of cities give much attention to ease of navigation, but interactivity is much less implemented, especially between users. Furthermore, some lack of attention to the communication aspects of city brands can also be found. Finally, the chapter submits a number of improvement proposals.

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