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Creating City Image and Identity Through Urban Branding: Gaza City As a Case Study

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Creating City Image and Identity Through Urban Branding: Gaza City As a Case Study الجـامعــــــــــة اﻹســـــﻻميــة بغــزة The Islamic University of Gaza عمادة البحث العلمي والدراسات العليا Deanship of Research and Graduate Studies Faculty of Engineering كـليـــــــــــة الهنــــدســــــة Master of Architectural engineering ماجستير الهندسة المعمارية Creating City Image and Identity through Urban Branding: Gaza City as a Case Study إنشاء صورة و هوية للمدينة من خﻻل التسويق الحضري: مدينة غزة حالة دراسية By Roba Ouda abu Baraka Supervised by Prof. Farid S. al Qeeq Dr . Usama A. El-Esawi Professor of Urban Planning Associate Professor of Architecture A thesis submitted in partial fulfillment of the requirements for the degree of Master of Architectural Engineering February/2018 اقرار أنا الموقع أدناه مقدم الرسالة التي تحمل عنوان: Creating City Image and Identity through Urban Branding: Gaza City as a Case Study إنشاء صورة و هوية للمدينة من خﻻل التسويق الحضري : مدينة غزة حالة دراسية أقر بأن ما اشتملت عليه هذه الرسالة انما هو نتاج جهدي الخاص , باستثناء ما تمت اﻹشارة إليه حيثما ورد, وأن هذه الرسالة ككل او أي جزء منها لم يقدم من قبل اﻵخرين لنيل درجة أو لقب علمي أو بحثي لدى أي مؤسسة تعليمية أو بحثية أخرى . Declaration I understand the nature of plagiarism, and I am aware of the University’s policy on this. The work provided in this thesis, unless otherwise referenced, is the researcher’s own work, and has not been submitted by others elsewhere for any other degree or qualification. اسم الطالب: Student’s name ربا عودة أبو بركة التوقيع: :Signature التاريخ: :Date I Abstract Gaza City located at the Crossroads of Civilizations. There are many important neglected destinations in Gaza which has distinguished characteristics that can be upgraded to be a vital touristic sites that incorporate the whole image of Gaza heritage, culture, and identity which have an effective role in enhancing the urban value of Gaza. There are many causes for considering that image re-creation for Gaza city through branding strategies is necessary to increase various opportunities in touristic, cultural and economical sectors. The research follows both of analytical and practical approach. The study concentrates on many topics which is dividing into the following chapters: The first chapter discusses the research overview which includes the problem statement, research purpose, objectives, literature review, and the hypothesis, in addition to determining the selected methodology. The second chapter of the research explains the strategies of urban branding and its principles, as well as clarifies the criteria which can form city image and its role in achieving successful city branding. The third chapter of the research applies the methodology and analyzes the in-depth interviews and focus group tool. In addition to suggesting a measuring tool to examine the practice of different urban branding strategies. The fourth chapter illustrates how Gaza context can be branded successfully; in addition to discussing the structure of the city image. The last chapter of the research discusses the concluded findings and recommendations. The research underlines that local planners must engage to brand their city with local authorities as a way for anchoring their identity, in order to restore the sense of place in Gaza. The research concludes an urgent approach to branding Gaza City, and determines the potentials to apply it. The research recommends that the main destinations which can be developed for emerging Gaza cityscape are: Sea Coast, Old City, and Muntar Hill. Keywords: Urban branding - City branding - City image - Place identity- Visual character III ملخص الدراسة تقع مدينة غزة على مفترق طرق الحضا ارت, وهناك العديد من الوجهات الهامة والمهملة في المدينة والتي تتسم بممايزت فريدة يمكن استغﻻلها و تطويرها لتصبح مواقع سياحية حيوية تجسد الصورة الكاملة لهوية غزة التاريخية واالترثية والثقافية, والتي لها دور فعال في تحسين القيمة الحضرية للمدينة. هناك العديد من اﻷسباب التي تدعو إلى التفكير بضرورة إعادة إنشاء صورة لمدينة غزة من خﻻلااسترتيجيات الترويج المتعددة لزيادة الفرص في مختلف القطاعات السياحية و الثقافية. يتبع البحث كﻻ من المنهج التحليلي والتطبيقي لتحديد مفهوم تطوير صورة المدينة في الحاﻻت الدراسية المختارة, باﻹضافة إلى عقد مجموعة تركيز لعدد من الخبراء في مجال التخطيط الحضري ومقابﻻت فردية معمقة لتحديد المراحل التي يمكن من خﻻلها ترويج مدينة غزة بشكل ناجح. عﻻوة على ذلك, اقترحت الدراسة أدا ة تطبيقية لقياس ف عاليةااسترتيجيات الترويج المتبعة في المدن. يركز البحث على عدة محاور رئيسية تم طرحها في ستة فصول, الفصل اﻷول تناول مقدمة عامة عن البحث تشمل: المشكلة البحثية, غرض البحث, فرضية البحث, أهداف البحث, منهجية البحث والدراسات السابقة. الفصل الثاني يوضح أهم مبادئ وااسترتيجيات الترويج الحضري للمدن, ويحدد المعايير التي تساهم في تشكيل صورة المدينة ودورها في تحقيق الترويج الناجح للمدن. يستعرض الفصل الثالث من البحث اﻷداة والمنهجية المستخدمة لجمع المعلومات باﻹضافة إلى شرح أداة القياس المقترحة. يوضح الفصل ال اربع كيفية ترويج مدينة غزة بشكل ناجح من خﻻل إعادة خلق صورة المدينة. يتضمن الفصل اﻷخير النتائج و التوصيات التي توصل إليها البحث. أكد البحث على وجوب مشاركة المخططين المحليين للسلطات المحلية في ترويج مدينتهم بطريقة تدعم ترسيخ هويتهم من أجل استعادة اﻹحساس بالمكان في غزة. وتوصل البحث إلى منهجية عاجلة لترويج مدينة غزة وامكانيات تطبيقها. وأوصى البحث بأن أهم أماكن حضرية يمكن تطوير مﻻمحها لتحسين صورة المدينة هي: ساحل البحر, البلدة القديمة, تلة المنطار. IV Dedication To My Parents, Brothers & Sister,,, To My Husband,,, To My Son,, To Whom In Heart And Always Have Been I Dedicate This Thesis V Acknowledgment Firstly, I want to thank Allah who had helped me to accomplish this thesis. I would like to express my thanks, appreciation to my supervisors, Prof. Dr.Farid al Qeeq & Dr.Usama El-Esawi for their concern, guidance, as well as giving me the support to work on such a new and significant approach. Finally, I would like to extend my sincere and serious thanks to all who helped me in this thesis, sharing kindly by their knowledge and experience. VI Table of Contents II ....................................................................................................................... نتيجة الحكم Abstract ...................................................................................................................... III IV ................................................................................................................ ملخص الدراسة Dedication .................................................................................................................... V Acknowledgment ....................................................................................................... VI Table of Contents ...................................................................................................... VII List of Tables ............................................................................................................ XII List of Figures .......................................................................................................... XIII List of Appendices .................................................................................................... XV Chapter 1: General Introduction ........................................................................... 1 1.1 Preface ................................................................................................................... 2 1.2 Problem Statement ................................................................................................. 2 1.3 Research Objectives ............................................................................................... 3 1.4 Methodology .......................................................................................................... 3 1.5 Research Hypothesis .............................................................................................. 3 1.6 Research Questions ................................................................................................ 3 1.7 Research Importance .............................................................................................. 4 1.8 Research Process .................................................................................................... 4 1.9 Literature Review .................................................................................................. 5 1.10 Research Structure ............................................................................................... 8 Chapter 2: Theoretical Background ...................................................................... 10 VII 2.1 Introduction .......................................................................................................... 11 2.2 Branding Definition ............................................................................................. 11 2.2.1 Urban Branding ................................................................................................. 11 2.2.2 City Marketing .................................................................................................. 12 2.2.3 Principles of City/place Branding ..................................................................... 12 2.3 Urban Branding Strategies ................................................................................... 15 2.3.1 Branding through Location ............................................................................... 17 2.3.2 Branding through City Life ............................................................................... 19 2.3.3 Branding through Mediascape .......................................................................... 19 2.4 Models
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