| Abstract [eng] |
In the era of globalization the competition of cities, regions and countries gets to greater extent. As a result of this, competition between cities in attracting residents, as workforce and consumers is increasing. Trying to increase their competitiveness places are forced to use public relations and marketing techniques. The aim of this work is to analyze strategies for attracting residents, reveal main features of it and to examine implementation possibilities of it in cities communication. The strategies for attracting residents are being analyzed with reference to formation of place image. To achieve the main aim, the process and circumstances of the formation of place image are being discussed. After that, main aspects and requirements for the communication content of strategies for attracting residents are educed at theoretical point. On the grounds of these theoretical findings, content analysis of Lithuanian and Great Britain cities communication for attracting residents via official websites is being made. The aim of this research is to find out, what kind information is used for attracting residents. The main hypothesis – more often than not cities, with the aim to attract residents, do not use a possibility to apply all the requirements to information. Main requirements for information, with the aim of the place to attract residents, mostly are founded on previous researches of place or city attractiveness. There are twelve of such requirements, which helps to evaluate the content of city information for attracting residents. The main conclusion about communication of places, trying to attract residents, is that most Lithuanian cities are not using a possibility to communicate, while attracting residents, in all recommended fields (due to requirements) and are nor using all possibilities of interactive communication. On the contrary, most of Great Britain cities use such possibilities. This work can be useful for preparing or improving communication strategy, with the aim to attract residents. It can also give a piece of advice how to improve communication via websites, trying to attract residents. |
