2017年度全球最佳声誉城市排行报告（英文）-35页-2mb

2017 Most Reputable Cities Summary

Core Content

The 2017 City RepTrak® report provides an analysis of the reputation of cities globally, emphasizing the impact of reputation on various stakeholders such as tourists, investors, and residents. It highlights how cities with strong reputations can attract more tourism, foreign investment, and talent, and how reputation is influenced by factors like safety, beauty, and effective governance.

Main Points

• Reputation and Performance: Cities with strong reputations attract more tourists, investment, and talent, directly impacting their economic and social performance.
• City Reputation Drivers: Key factors influencing city reputation include:
  • Effective Government: Safe environment, respected leaders, and sound policies.
  • Appealing Environment: Beauty, unique experiences, and cultural appeal.
  • Advanced Economy: Financial stability, quality products, and a favorable business environment.
• Reputation and Stakeholder Support: There is a strong correlation between city reputation and stakeholder support. Cities with excellent reputations (80+) are more likely to be chosen as places to live, work, and visit.
• Reputation Correlation with Intentions:
  • Would Visit: Correlation = 0.68
  • Would Live: Correlation = 0.73
  • Would Work: Correlation = 0.72
  • Would Invest: Correlation = 0.69
  • Would Attend/Organize Events: Correlation = 0.66
• City RepTrak® Scorecard: The report includes a scorecard that ranks cities based on their reputation, with Sydney, Copenhagen, and Vienna leading the pack.
• Country Influence on City Reputation: There is a high correlation between country and city reputation in the top ranks, but this relationship weakens in the middle and lower ranks.

Key Cities and Their Reputation

Stakeholder Support

The top 10 cities are also the ones that receive the most support from stakeholders in terms of living, working, and visiting.

Case Studies

• London: After the 2012 Summer Olympics, London improved its reputation significantly. The city's continued success in hosting international events and the leadership of Sadiq Khan contributed to its reputation.
• Rio de Janeiro: Despite hosting the 2016 Olympics, the city's reputation declined due to poor planning and issues with athlete facilities. This highlights the importance of effective event management and communication.
• Washington D.C.: The city's reputation was positively influenced by Obama's leadership but declined after the 2017 election due to the negative international perception of Trump.

Best Practices

1. Identify Stakeholders: Understand who the key stakeholders are and what they expect from the city.
2. Understand Stakeholder Perceptions: Analyze what stakeholders think and which touchpoints are most effective.
3. Align Strategy and Messaging: Ensure that the city's strategy, messaging, and activities align with stakeholder expectations across all functions.
4. Build KPIs: Establish key performance indicators to monitor and ensure the success of reputation management efforts.

Data Collection and Methodology

• Sample Size: Over 23,000 ratings were collected in February-March 2017.
• Cities Included: 56 cities were included in the survey.
• Data Collection: CAWI (Computer-Assisted Web Interviewing) was used to collect data.

Reputation and Economic Impact

• Travel and Tourism Contribution: The direct contribution of travel and tourism to the global economy increased from USD 2.3 billion in 2016 to USD 3.5 billion in 2027, with an annual growth rate of 4.0%.
• International Tourist Arrivals: The number of international tourist arrivals has been increasing over the years, with a notable rise from 1996 to 2016.

Reputation Trends

• The average reputation of top-ranked cities has increased by 9 points over the past 7 years.
• The pulse score that assured a city the #1 place has increased by 10 points, showing a strong trend in reputation management.

Conclusion

The report underscores the importance of managing a city's reputation effectively to attract stakeholders and drive economic growth. It highlights that while some cities benefit from their country's reputation, others can overcome this by focusing on their own strengths and managing their brand professionally. The case studies of London and Rio de Janeiro demonstrate how events and leadership can significantly impact a city's reputation.