A framework for branding the City of Johannesburg as a cultural heritage destination

Abstract

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