THE ROLE AND IMPORTANCE OF PEOPLE DIMENSION IN CITY BRANDING IN DIGITAL AGE

Abstract

City branding, as a relatively new concept and research topic, has been positioned as one of the most important factors for overall city image and its further development. Besides location, infrastructure, natural beauty, heritage, prerequisites and potential, people are also seen as an integral part of city branding, especially in digital age. Local population represents an important pillar of city branding due to its characteristics, hospitality (joviality and friendliness), as well as lifestyle (relaxation, enjoyment in food and drink, friendship, music). The aim of this paper is to analyze the role and importance of the local population in city branding in the digital age. This paper may be valuable for city leaders and residents who are involved in the city branding process, because it analyzes and provides guidance on how the local population affects the general atmosphere of the city and its brand in the digital age.