City branding strategies: a model for the diagnosis of the perceived image of an urban cultural landscape through spatial approaches. The case of Larnaca city

Abstract

The perceptions and associations related to urban cultural landscapes have a direct
impact on almost all aspects of its cross-border connectivity. In the context of city
branding strategies, the paper introduces a model for the diagnosis of the perceived
image of an urban cultural landscape through spatial approaches. The hypothesis
proposes a model that could lead the contemporary places not only to define themselves in reference to their cultural assets but to give also an orientation to the urban planning processes and architectural concepts. Thus, the communicative dynamics of a place to compose its competitive identity through symbolic mechanisms are identified. The outcomes of the research confirm the conjecture that the diagnostic model proposed, as design-based guide for architects and planners, may lead to significant impacts on the perceived image of an urban cultural landscape. The hypotheses related on these issues were tested by the research in Larnaca city.