Thesis supervisor: István Tózsa
Location of studies (in Hungarian): John von Neumann University Budapest Abbreviation of location of studies: NJE
Description of the research topic:
Urban or place marketing is an optional local government task, but at the same time, it is the most important means of attracting capital to the settlement. As an independent scientific field, it appeared only in recent decades, however, it is not applied consciously in local government practice, and if it is, it is confused with tourism marketing in terms of its goals and tool system. From the point of view of attracting capital, it is very important to define the target groups, among which the local population is the most important. This, as well as the image and branding of settlements, as well as their communication, opens a broad research perspective in the direction of local society, public policy, business life, and communication. Settlement marketing is not limited to one settlement; the dimension of the research topic can be extended to the region and the country as well.
Research fields and possible research directions, expected methods of research.
• Local government tasks of urban/place marketing. (Separation of the goals, tasks, tools and results of urban/place marketing from the goals, tasks, tools and results of tourism marketing and local development, by analyzing statistical data, online questionnaires, interviews and text analysis.)
• Government tasks of country marketing. (See, as above, in a different field and dimension.)
• Exploring the economic connections between branding, identity and image of the settlement/region/country. (The goal is to demonstrate to what extent and how the investment in settlement marketing pays off in attracting capital in the given area.)
• Researching the identity of the place (city/region/country), branding tools and measuring the success of brand communication. (The correlation between the senses of identity of the population of the place. The success of the communication of the place brand, its measurement with questionnaire and interview methods, respectively with GPT text analysis; the application possibilities of AI in the brand communication of the place, the correlation of branding and brand communication with the amount of FDI directed to the place.)
THE MOST IMPORTANT PUBLICATIONS:
• Tózsa I. (2018) Hungarian Country Equity. In: Civic Review Vol. 14. Special IOssue. pp 255-274. Download: http://real.mtak.hu/91913/1/PSZ%202018.%20angol.szam_beliv_17.pdf
• Tózsa I. (2011) City on Sale – an Introduction to Urban and Regional Marketing. Corvinus University of Budapest. Download: http://unipub.lib.uni-corvinus.hu/1958/1/IstvanTozsa_UrbanMarketing.pdf
• Tózsa I. (2019) Innovation and Identity = Civic Review (Polgári Szemle) Vol. 15. Special Issue. pp 385-392 Download: http://real.mtak.hu/112039/1/PSZ%202020.%20angol.szam_beliv_23.pdf
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