Research on the Construction of Harbin’s Urban Cultural Brand from the Perspective of Value Co-creation

Abstract

The construction of urban cultural branding enhances the cultural image of a city, strengthens its competitiveness, and promotes socio-economic development. The establishment of urban cultural branding is an essential pathway for the sustainable development of cities. The year 2023 marks a pivotal moment for the construction of urban cultural branding in China, witnessing the emergence of numerous “phenomenal” city images. Under their influence, many cities have begun to actively explore their own paths for constructing urban cultural branding. In the context of social acceleration, digital technologies have endowed users with more channels and power to engage, thereby enabling them to play an increasingly significant role in shaping urban images. This study, grounded in the successful case of Harbin’s urban cultural branding, analyzes the impact of user participation on audience cognition and behavior in the construction of urban cultural branding from the perspective of value co-creation. By employing questionnaire surveys and in-depth interviews, the study investigates the influence of user participation on the recognition, reputation, and loyalty of urban cultural branding. Constructive strategies for the development of urban cultural branding are subsequently proposed.