Widespread negative perceptions regarding Johannesburg can have a negative
impact on tourism visitor numbers in the city. It is not clear whether city
stakeholders are consulted for, or allowed to participate in, the city’s branding
initiatives, which should typically be based on city stakeholders’ opinions.
Therefore, it is evident that substantial knowledge gaps exist regarding the
implementation of appropriate structures and processes for efficient and effective
city branding.
The current research entailed developing a framework for branding the City of
Johannesburg that was tested among city stakeholders. The study followed a
qualitative approach involving the use of a single case study, namely, the City of
Johannesburg and a review of literature rooted in grounded theory was adopted
for the study. Twelve individual in-depth interviews and two focus group
discussions (FGDs) were conducted in April 2022 to collect data. The data were
analysed question by question as they appeared on the research instrument
Mianakanyo yo anama yo biha mayelana na Joni yi nga va na xitandzhaku xo
biha ka nomboro ya vuendzi bya vapfhumba edorobeni. A swi le rivaleni leswaku
vahlanganisi va doroba va tekeriwa enhlokweni, kumbe ku pfumeleriwa ku
nghenela ka swirhangisiwa swo burenda swa doroba, leswi swi nga
kongomisiwaka ka miehhleketo ya vahlanganisi. Hikwalaho ka sweswo, swi le
rivaleni leswaku mavangwa ya mbhonihataka ya vutivi ya kona mayelana na ku
humelelerisa ka swivumbiwa swa kahle na tiphurosese to enerisa na vukahle byo
burenda bya doroba.
Ndzavisiso wa sweswi wu katsa ku hluvukisa rimba ro burenda doroba ra Joni
leri ri kamberiweke exikarhi ka vahlanganisi. Dyondzo yi landzela endlelo ra
nkoka ri katsaka ku tirhisiwa ka dyondzontsongo yin’we, ku nga, Doroba ra Joni
na mpfuxeleto wa matsalwa wu nga na thiyori ya dyondzo. Vanhu va
khumembirhi ya hlawuriwile ka hlolahlola ya ndzhiko na mitlawa mimbirhi yo
kongomisa ka mikanerisano kongomo. (FGDs) leyi endliweke hi Dzivamisoko
2022 ku hlengeleta data. Data yi xopaxopiwile xi
Wydverspreide negatiewe persepsies van Johannesburg kan ’n negatiewe impak
hê op toerisme-besoekersgetalle in die stad. Dit is nie duidelik of
stadsbelanghebbers geraadpleeg word, of toegelaat word om deel te neem aan
die stad se handelsmerkinisiatiewe, watgewoonlik gebaseer moet wees op
stadsbelanghebbers se opinies, nie. Dus is dit duidelik dat daar aansienlike
kennisgapings bestaan wat betref die implementering van toepaslike strukture en
prosesse vir doeltreffende stadshandelsmerkgewing.
Die huidige navorsing het die ontwikkeling behels van ’n raamwerk vir die
handelsmerkgewing van die stad Johannesburg wat getoets is onder
stadsbelanghebbers. Die studie het ’n kwalitatiewe benadering gevolg wat die
gebruik van ’n enkele gevallestudie behels het, naamlik die stad Johannesburg,
en ’n oorsig van literatuurwat spruit uit gegronde teorie is aangeneem vir die
studie. ’n Totaal van 12 individuele indringende onderhoude en twee
fokusgroepbesprekings is uitgevoer in April 2022 om data in te samel. Die data
is vra
