Urban Marketing and Its Role in Transformations of Public Spaces

Abstract

Designing urban spaces has a profound effect on achieving social sustainability. Unfortunately, most public spaces underwent transformation because of different urban challenges that affected it. Therefore, those public spaces lost the ability to achieve their main role in cities. Urban marketing has various factors that may contribute to re-shaping public spaces in cities. This paper aims to improve the quality of public spaces by adopting integrated strategy of the urban marketing for spaces as a first step toward strengthening the performance of spaces at different social, economic, and environmental aspects, in addition to managing it well and thus enhancing the marketing return. The proposed strategy has been validated on one of the local spaces through the field survey and then the statistical analysis by using the SPSS program. The results of the study maximize the use of urban marketing in planning, management, revitalization of the spatial environment and facing its transformations, provide a synthesis of results to gain a better understanding of the planning process and to develop effective strategies to improve the quality of a competitive environment.