The role of resident-city identification in building residents’ city commitment

This paper examines how elements of perceived city marketing mix influence residents’ city identification and city commitment. The study also tests the role of resident-city identification in building residents’ city commitment. The research model, along with the hypotheses, are developed from the literature, and tested based on the data collected through a survey on a representative sample (residents of Ljubljana – capital city of Slovenia) of 402 respondents. Among the elements of city marketing mix, ‘City as a management system’ and ‘City as people’ have direct influence on city commitment, while the elements ‘City as people’ and ‘City as physical evidence’ have direct influence on city identification. The partly mediating role of city identification is also revealed between ‘City as people’ and ‘City commitment’. The paper also shows that city identification has the strongest influence on city commitment, as well as that both concepts are distinctive, and not theoretically interchangeable.