Measuring image of a city: A qualitative approach with case example

Abstract

The framework of this study focuses on conceptualising the city as it is experienced by people. The study questions the applicability of traditional survey techniques when researching city images and offers a new technique, a visual collage in combination with group interviews, that enables researchers to get a more genuine picture of subjective images of the city; especially how it is constructed in people's minds. A city is a complex entity that can be perceived from various perspectives, which presents challenges for researching and managing city images. Image research should be able to reach and sustain the width and depth of individuals' subjective images of the city but also offer generalising value for decision makers. The managerial challenge is how to outline the city image in order to get consensus within target groups and managers from different sectors. With the help of conceptual and practical results from an empirical study, this paper offers implications for strategic work to develop both inside and outside the city image.