Lietuvos miestų įvaizdžio vertinimo metodologija

LTTiek pasaulio, tiek Lietuvos miestams labai svarbus jų įvaizdis, padedantis pritraukti naujus gyventojus, turistus, verslo investicijas. Šio darbo tikslas – parengti Lietuvos miestų įvaizdžio vertinimo metodologiją. Literatūroje pateikiama pavyzdžių, kaip įvaizdis formuojamas pasitelkiant aplinkos fizinius veiksnius (pvz., viešąsias erdves, pastatus, infrastruktūrą), miesto gamtinius, kultūrinius išteklius ar turizmą. Miestas yra sudėtinga sistema, daugybė komponentų gyvuoja tarpusavyje veikdami vieni kitus, todėl kol kas nėra sukurta visiems miestams tinkančiosios metodologijos. Šiame darbe buvo atlikti ekspertiniai interviu su rinkodaros specialistais, analizuota Lietuvos miestų informacija viešojoje erdvėje, strateginiuose ir plėtros dokumentuose. Tai leido sudaryti išsamią metodologinę schemą, kurioje išryškėja aktualiausi įvaizdį formuojantys veiksniai. Jie sugrupuoti į ekonominius, kultūrinius, gamtinius, vizualinius ir informacinius aplinkos veiksnius bei vietos pojūtį. Kiekviena dalis sudaryta iš tam tikrų elementų, jie įvertinami balais. Išvedamas bendras koeficientas, parodantis, kaip vertinamas miesto įvaizdis skalėje nuo 0,01 iki 1. [Iš leidinio]Reikšminiai žodžiai: Lietuvos miestai; Metodologija; Miesto įvaizdis; Įvaizdis; Įvaizdžio formavimas; Cities of Lithuania; City's image; Image; Image formation; Lithuanian cities; Methodology.

ENIt is crucial for all cities in Lithuania and in the whole world to mind their images. A positive image attracts new people, tourists, business investment and prevents from outrival of other cities. It’s hard to answer what is the perfect image for a certain city because it is a complex system with many different components. It depends on which of these components infuse people the most – aesthetic environment, entertainments, culture, natural resources, real estate or maybe working opportunities. These components impact each other. Some scientists tried to form models of how to evaluate the city image. The problem is that every city has a different area, population, economy, unique features. It’s too difficult to create an appropriate method to rate images of every city. That is why it is important to concentrate on a small particular area whether it is a country or a region. The aim of this work is to develop a methodology for evaluating the image of Lithuania cities. The methodology of this paper consists of various scientific literature, strategic and planning documents analysis, interviews with experts in this field. Literature provides some examples of image formation models. Some show how to shape an image through city physical factors (an example: neat public spaces, modern buildings, infrastructure), others state that cultural resources can be a solution to image problems. Some scientists believe it is important to create a strong emotional relationship between the place and people which can help perceive the place better.Interviews with marketing specialists of Vilnius and Panevėžys revealed that tourism information centres are highly responsible for the city image formation. City dwellers, municipalities, cultural institutions are also mentioned. Besides, a city should represent unique symbols in order to form a memorable image. Interviews showed that some people do not love their city or feel sympathy, so they do not contribute to improving it. An analysis of strategic documents of Lithuania cities disclosed that they face a shortage of information in media and social networks. Other problems are a lack of identity, mishandled public spaces, and infrastructure (e.g. sport, transport), which need to be managed in order to get more people and tourists. This research allowed to develop a detailed methodological scheme that highlights the most relevant factors in the city image formation. These are cultural environment, economy, visual environment, natural environment, information environment and a sense of place. These parts of the scheme were subdivided into smaller elements of the city and then evaluated according to given coefficients (elements of cultural environment can get maximum 0.15 or less, information environment 0.10 or less, and so on). The maximum rating of the city image is 1, which means city image is very attractive, minimum rating (0.01) shows city image is unfavourable. This scheme is an important tool in the field of image formation as it helps to reveal the links between different aspects of the urban environment and to offer how to contribute to their proper and rational development. [From the publication]

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