A place branding framework for tourism based on visual urban perception in Yinchuan City, Ningxia Hui Autonomous Region, China
This thesis investigates the development of tourism in the Ningxia Hui Autonomous Region of China, with a particular focus on its capital city, Yinchuan. It explores the specific relationships between city image, place branding, visual urban perception, and the ‘All-for-One Tourism’ policy in Chi...
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| Format: | Thesis |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/120870/ http://psasir.upm.edu.my/id/eprint/120870/1/120870.pdf |
| Summary: | This thesis investigates the development of tourism in the Ningxia Hui
Autonomous Region of China, with a particular focus on its capital city,
Yinchuan. It explores the specific relationships between city image, place
branding, visual urban perception, and the ‘All-for-One Tourism’ policy in China.
The literature review begins by emphasizing the critical role of city image and
place branding in shaping tourism. It then delves into issues related to visual
urban perception before examining the role of the ‘All-for-One Tourism’ policy
on Ningxia’s tourism development. As urbanization progresses, place branding
has become a crucial tool for enhancing city competitiveness. With its natural
beauty, architectural treasures, and cultural diversity, Ningxia has benefited
from the Chinese government’s ‘All-for-One Tourism’ policy, which aims to
promote its tourism industry. Against this backdrop, the study introduces a
novel approach by integrating visual urban perception into place branding to
enhance tourism in Ningxia, particularly in Yinchuan city. The study outlines
three main research objectives: identifying unique local characteristics,
integrating visual urban perception paradigms, and proposing a place branding
framework. To address these objectives, the research methodology begins
with a detailed research design and justification for focusing on Yinchuan as a
case study. The methodology then discusses data collection methods,
including expert interviews and a questionnaire survey. Expert interviews
identify key elements of Yinchuan’s place identity, such as visual landmarks,
cultural connotations, media strategies, and potential improvements. These
insights inform a subsequent questionnaire survey that explores the
relationship between visual urban perception and place identity. A mixedmethod
approach is employed, combining expert interviews with 23 experts
from various professional backgrounds and a random sampling questionnaire
survey among 400 residents and tourists of Yinchuan. The survey results are
analyzed quantitatively through statistical comparative analyses and
qualitatively through thematic analysis. The results are structured around key
analytical themes, revealing respondents’ preferences and perceptions
regarding Yinchuan’s place branding elements, thereby contributing to a
comprehensive understanding of visual urban perception and place identity.
The findings from both expert interviews and public surveys inform the
proposed place branding framework for Yinchuan based on five key attributes:
visual landmarks, visual cultural connotations, visual media strategies,
potential improvements, and future visual landmarks. This framework offers
innovative perspectives and practical implications for Ningxia’s tourism
industry. From this perspective, the study leverages visual urban perception to
construct a place branding framework that enhances tourism and significantly
contributes to the nationwide effort to boost the tourism economy. Furthermore,
it serves as a catalyst for future research into innovative place branding
frameworks for underdeveloped regions and lesser-known cities across
mainland China. |
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