Sustainable Urban Branding: Insights from Rasnov’s Case Study

Vasile Gherheș (), Claudiu Coman, Anna Bucs, Nicu Gavriluță, Marian Dalban and Mihail Anton
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Vasile Gherheș: Department of Communication and Foreign Languages, Politehnica University, 300006 Timisoara, Romania
Claudiu Coman: Faculty of Sociology and Communication, Transilvania University of Brasov, 500036 Brașov, Romania
Anna Bucs: Doctoral School of Social Sciences and Humanities, The University of Craiova, 200585 Craiova, Romania
Nicu Gavriluță: Department of Sociology and Social Work, “Al. I. Cuza” University of Iași, 700506 Iasi, Romania
Marian Dalban: Faculty of Philosophy and Social-Political Sciences, “Al. I. Cuza” University of Iași, 700506 Iasi, Romania
Mihail Anton: Department of Sociology, “Carol I” National Defense University, 050662 Bucharest, Romania

Sustainability, 2025, vol. 17, issue 8, 1-20

Abstract: This study investigates the determinants of urban brand perception, with a focus on the city of Rasnov. The research aims to identify elements of local identity, assess residents’ satisfaction with urban infrastructure and quality of life, and explore attitudes towards sustainable tourism and the city’s public image. Methodologically, the study employs a quantitative approach through an online survey administered to active social media users, particularly members of local Facebook groups. A total of 627 respondents were selected using probabilistic cluster sampling. The findings reveal a significant correlation between emotional attachment to the city and favorable perceptions of urban life, underpinned by factors such as personal memories, a sense of belonging, and perceived urban tranquility. While residents report moderate satisfaction with urban infrastructure, notable concerns persist regarding the maintenance of public spaces, availability of employment opportunities, and the efficiency of public transportation. Furthermore, the level of awareness concerning the city’s branding strategy is relatively low. Key assets identified as essential for urban promotion include the Râșnoavei Keys, the Valea Cărbunării Sports Complex, local mountain trails, and the Rasnov Citadel. Respondents advocate for enhanced public communication regarding the urban branding strategy and emphasize the importance of community engagement in shaping and promoting the city’s image in alignment with residents’ aspirations.

Keywords: urban branding; sustainable tourism; perceptions; Rasnov; urban satisfaction; promotion strategy; local identity; infrastructure (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:8:p:3595-:d:1635982

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