Posted Nov 29, 2018, 12:17 AM
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Moderator
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Join Date: Jul 2001
Location: Tokyo
Posts: 5,941
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I'd highlight something the report states in its intro:
We’ve come to understand that traditional performance indicators alone—economic output, investment and visitor numbers, for example—don’t reveal the whole story for cities and their tourism and economic development agencies. Increasingly, a city’s reputation or perceived quality of place is determining where talent, tourism and investment go.
Keep that in mind when looking at the rankings. Not saying I agree with them on the whole (Moscow?!), but Chinese cities from a global branding perspective have piss-poor reputations when it comes to quality of life / quality of experience. Especially among Americans (see below for why that matters here).
Now, look at the report's stated criteria:
Ipsos surveyed more than 1,000 people across the U.S. in 2018 to monitor and identify 24 factors that influence the perception of cities today, which include:
• Housing affordability and job opportunities
• Quality of the natural and built environments
• Quality of key institutions, attractions and infrastructure
• Diversity of people
• Promotion via stories, references and recommendations shared online
• Economic prosperity
• Quality of the arts, culture, restaurants and nightlife.
This is survey-based and only reflects American perception. It's an attempt at qualifying brand equity for major cities. Ipsos, by the way, is a gold-standard consumer behavior and perception research firm. Say what you will about the criteria outlined above, but the research itself would have been conducted in industry best-practice form.
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