Factors Influencing City Attractiveness of Constantine

Abstract

Objective: The objective of this research was to elucidate the various urban factors within the city of Constantine that contribute to its attractiveness.   Theoretical Framework: The purpose of this study is to identify urban factors that influence personal satisfaction and the city's appeal for residents and non- residents of Constantine. By exploring the different dimensions of the city's image, the authors provide an analytical technique for quantifying the competitive structure of Constantine and its ability to attract peoples.   Method: The research is structured in the following manner. Initially, we analyze conventional methods used in place marketing to determine perceptions of place and city branding. Next, we emphasize the urban elements that impact both the satisfaction of residents and the overall appeal of the city to both residents and non-residents. To assess the attractiveness of Constantine, we establish an extensive list of city branding factors derived from the influences on city brand perceptions. The third part of the research involves defining and characterizing the sample, questionnaire, and variables. Finally, we evaluate our findings and discuss the practical implications for place marketers.   Results and Discussion: The results of this study indicate that Constantine's ability to attract people is primarily influenced by the environment's quality, level of internationalization, and healthcare quality. Factors such as economic development, touristic capacity, and cultural quality do not significantly contribute to its attractiveness. Moreover, city representation, communication, education quality, safety level, and social services quality have a non-significant negative impact on the city's ability to attract people.   Research Implications: The aim of this study is to explore the various aspects that influence metropolitan complacency as they affect the city’s ability to attract peoples such as young entrepreneurs, international business people, highly qualified individuals and tourists. In this way, our study aims to bring some practical implications for local and global location marketing and management.   Originality/Value: This study focuses on the Constantine metropolitan area, firstly because no studies have been published so far examining the region in this context, and secondly why Constantine a priority for the Algerian government to promote its economic, cultural and tourism development.