{"id":7729,"date":"2024-01-15T13:36:14","date_gmt":"2024-01-15T13:36:14","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=7729"},"modified":"2024-01-15T13:36:16","modified_gmt":"2024-01-15T13:36:16","slug":"quest-ce-qui-constitue-la-perception-des-villes-du-monde-par-les-citoyens","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/quest-ce-qui-constitue-la-perception-des-villes-du-monde-par-les-citoyens\/","title":{"rendered":"Qu&rsquo;est-ce qui constitue la perception des villes du monde par les citoyens?"},"content":{"rendered":"\n<p>L&rsquo;\u00e9tude de Bloom Consulting intitul\u00e9e \u00ab\u00a0Nation and Place Branding Impact on Place Economies\u00a0\u00bb (Impact des marques nationales et locales sur les \u00e9conomies locales) s&rsquo;est engag\u00e9e dans une voie prometteuse et entre \u00e0 pr\u00e9sent dans sa deuxi\u00e8me phase. Les r\u00e9sultats de la premi\u00e8re partie de l&rsquo;\u00e9tude (repr\u00e9sent\u00e9e par les cycles 1 et 2), qui a abouti au <a href=\"https:\/\/www.bloom-consulting.com\/journal\/what-constitutes-perceptions-about-countries\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mod\u00e9le de taxonomie des marques nationales ation \u00a9<\/a>, ont montr\u00e9 que les \u00e9l\u00e9ments de perception \u00e9tablis ne s&rsquo;appliquaient peut-\u00eatre pas enti\u00e8rement aux marques urbaines. Il a donc fallu proc\u00e9der \u00e0 des ajustements pour tenir compte des sp\u00e9cificit\u00e9s des villes. La taxonomie initiale a \u00e9t\u00e9 r\u00e9\u00e9valu\u00e9e et adapt\u00e9e, lors du troisi\u00e8me cycle de l&rsquo;\u00e9tude, au contexte jug\u00e9 pertinent pour les r\u00e9gions et les villes. Le mod\u00e8le de taxonomie des marques de villes \u00a9 \u00e9tait n\u00e9.<\/p>\n\n\n\n<p>Pour mener \u00e0 bien cette \u00e9tude, Bloom Consulting a travaill\u00e9 avec:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Welphi, une soci\u00e9t\u00e9 de recherche sp\u00e9cialis\u00e9e dans la m\u00e9thode Delphi, qui a apport\u00e9 un soutien technique.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.citynationplace.com\/\">City Nation Place<\/a> en tant que partenaire dans le recrutement d&rsquo;experts pour le groupe t\u00e9moin.<\/li>\n\n\n\n<li>un conseil consultatif acad\u00e9mique compos\u00e9 de Jos\u00e9 Fern\u00e1ndez-Cavia (Universitat Pompeu Fabra), Sara Vinyals-Mirabent (Universitat Aut\u00f2noma de Barcelona) et Valeriano Pi\u00f1eiro-Naval (Universidad de Salamanca) pour la supervision scientifique.<\/li>\n\n\n\n<li>les points de vue de 17 gestionnaires de marques de villes, de destinations et de territoires de deux r\u00e9gions et de 14 villes du monde entier.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"608\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-1024x608.png\" alt=\"Participants of global cities research by Bloom Consulting\" class=\"wp-image-7730 lazyload\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-1024x608.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-300x178.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-768x456.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-696x413.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-1068x634.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811-707x420.png 707w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/FR-Global-cities-research-by-Bloom-Consulting-e1705324981811.png 1197w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/608;\" \/><figcaption class=\"wp-element-caption\">Figure 1 : Les r\u00e9gions et les villes repr\u00e9sent\u00e9es par les participants \u00e0 l&rsquo;\u00e9tude\/experts du cycle 3.<\/figcaption><\/figure>\n\n\n\n<p>L&rsquo;image de marque d&rsquo;un lieu est la gestion syst\u00e9matique et coh\u00e9rente des perceptions qui entourent un pays, une nation ou une ville et qui sont inh\u00e9rentes aux domaines politiques et sociaux. En d&rsquo;autres termes, l&rsquo;image de marque d&rsquo;une nation, d&rsquo;un lieu ou d&rsquo;une ville poursuit non seulement des objectifs \u00e9conomiques, mais offre \u00e9galement des outils de gouvernance pour d\u00e9velopper des territoires par le biais de politiques sociales, culturelles et environnementales.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>D\u00e9fi<\/strong><\/strong><\/h4>\n\n\n\n<p>Alors que l&rsquo;image de marque en tant qu&rsquo;instrument est devenue presque incontournable dans les programmes de d\u00e9veloppement et de gouvernance des territoires, les d\u00e9bats conceptuels sur l&rsquo;image de marque des villes et des lieux continuent de prolif\u00e9rer parmi les universitaires et les professionnels de l&rsquo;image de marque des lieux. Bien qu&rsquo;il n&rsquo;y ait pas de consensus sur la mani\u00e8re de d\u00e9finir le City Branding et de mesurer son impact, nous vivons dans un monde o\u00f9 les villes sont invit\u00e9es \u00e0 trouver de nouveaux moyens de se d\u00e9marquer et de se distinguer dans la course mondiale aux exportations, aux talents, aux investissements et aux touristes. Cette nouvelle r\u00e9alit\u00e9 n\u00e9cessite ind\u00e9niablement un outil de mesure complet pour aider \u00e0 construire des marques de villes et de lieux r\u00e9silientes, et pour guider les politiques et les actions.<\/p>\n\n\n\n<p>Cette \u00e9tude vise donc \u00e0 contribuer au dialogue entre la th\u00e9orie et la pratique de l&rsquo;image de marque des villes et des lieux, en offrant un outil pour mesurer les efforts de marque guid\u00e9s par une approche interdisciplinaire. Le d\u00e9fi consistait \u00e0 d\u00e9construire l&rsquo;approche binaire bonne\/mauvaise de la mani\u00e8re dont les villes et les lieux sont per\u00e7us, \u00e0 d\u00e9finir les \u00e9l\u00e9ments qui constituent ces perceptions et \u00e0 d\u00e9terminer comment ils peuvent \u00eatre g\u00e9r\u00e9s de mani\u00e8re \u00e0 faciliter l&rsquo;exportation, le tourisme, l&rsquo;attraction des talents et des investissements.<\/p>\n\n\n\n<p>Cette \u00e9tude sera utile aux gestionnaires de pays, de r\u00e9gions et de villes, aux gouverneurs et aux professionnels de l&rsquo;image de marque, tout en contribuant aux d\u00e9bats th\u00e9oriques gr\u00e2ce \u00e0 sa m\u00e9thodologie distinctive bas\u00e9e sur la collaboration entre universitaires, consultants et praticiens de l&rsquo;image de marque des villes et des lieux.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Objectifs de l&rsquo;\u00e9tude<\/h4>\n\n\n\n<p>L&rsquo;\u00e9tude a trois objectifs:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"I\">\n<li><strong>D\u00e9finir ce que sont les perceptions.<\/strong><\/li>\n\n\n\n<li>Comprendre dans quelle mesure les perceptions positives d&rsquo;un lieu ont un impact sur ses performances \u00e9conomiques ou sociales.<\/li>\n\n\n\n<li>D\u00e9couvrir les corr\u00e9lations potentielles entre les efforts proactifs de gestion des marques de pays, de lieux ou de villes et les performances \u00e9conomiques des lieux.<\/li>\n<\/ol>\n\n\n\n<p>Ce rapport aborde <strong>le premier objectif<\/strong> &#8211; d\u00e9finir une taxonomie des perceptions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">12 \u00e9l\u00e9ments de perception qui constituent la perception que l&rsquo;on a d&rsquo;une ville<\/h4>\n\n\n\n<p>Le premier objectif de l&rsquo;\u00e9tude \u00ab\u00a0Nation and Place Branding Impact on Place Economies\u00a0\u00bb &#8211; d\u00e9finir ce qui constitue la perception qu&rsquo;ont les gens des pays et des villes du monde &#8211; a permis d&rsquo;\u00e9tablir un cadre pour des recherches ult\u00e9rieures. D&rsquo;autres rapports traiteront des autres objectifs, \u00e0 savoir la mesure du poids de chaque \u00e9l\u00e9ment de perception et l&rsquo;impact des perceptions positives d&rsquo;une nation ou d&rsquo;un pays sur ses performances \u00e9conomiques ou sociales. Les \u00e9l\u00e9ments de perception, \u00e9valu\u00e9s au moyen d&rsquo;une \u00e9chelle \u00e0 cinq niveaux, servent de guide pour d\u00e9finir ult\u00e9rieurement les actions et les politiques n\u00e9cessaires pour am\u00e9liorer la perception g\u00e9n\u00e9rale d&rsquo;un pays, d&rsquo;une r\u00e9gion ou d&rsquo;une ville.<\/p>\n\n\n\n<p>Les r\u00e9sultats de l&rsquo;\u00e9tude initiale, qui a introduit le mod\u00e8le de taxonomie des marques nationales \u00a9, ont montr\u00e9 la n\u00e9cessit\u00e9 d&rsquo;affiner les \u00e9l\u00e9ments de perception associ\u00e9s aux marques des villes, compte tenu de leurs caract\u00e9ristiques uniques. La taxonomie initiale a donc \u00e9t\u00e9 r\u00e9vis\u00e9e et adapt\u00e9e pour mieux r\u00e9pondre aux nuances des villes et des r\u00e9gions. Ce mod\u00e8le affin\u00e9 de taxonomie des marques de villes \u00a9, issu de la deuxi\u00e8me partie de l&rsquo;\u00e9tude, comprend un total de 12 \u00e9l\u00e9ments de perception.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1057\" height=\"595\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1.png\" alt=\"\" class=\"wp-image-7745 lazyload\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1.png 1057w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1-300x169.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1-1024x576.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1-768x432.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1-696x392.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2024\/01\/12-elements-of-cities-edited-1-746x420.png 746w\" data-sizes=\"(max-width: 1057px) 100vw, 1057px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1057px; --smush-placeholder-aspect-ratio: 1057\/595;\" \/><figcaption class=\"wp-element-caption\">Figure 2 : Mod\u00e8le de taxonomie de la marque de la ville \u00a9. Les \u00e9l\u00e9ments qui constituent la perception g\u00e9n\u00e9rale d&rsquo;un lieu, et une approche pour mesurer chacun d&rsquo;entre eux bas\u00e9e sur l&rsquo;\u00e9chelle \u00e0 5 niveaux o\u00f9 1- Extr\u00eamement n\u00e9gatif, 2 &#8211; N\u00e9gatif, 3 &#8211; Mod\u00e9r\u00e9ment positif, 4 &#8211; Positif, 5 &#8211; Extr\u00eamement positif.<\/figcaption><\/figure>\n\n\n\n<p>Toute r\u00e9gion ou ville peut utiliser ce mod\u00e8le.<\/p>\n\n\n\n<p>Dans le rapport technique I (2e \u00e9dition : recherche sur les villes), vous d\u00e9couvrirez ce qui constitue la perception des villes par les citoyens. T\u00e9l\u00e9chargez le rapport ici: <strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2023\/11\/Bloom-Consulting-research-what-constitutes-perceptions-of-countries-and-cities_E2_Nov23.pdf\">Nation and Place Branding Impact on Place Economies: What constitutes perceptions about countries and global cities?<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;\u00e9tude de Bloom Consulting intitul\u00e9e \u00ab\u00a0Nation and Place Branding Impact on Place Economies\u00a0\u00bb (Impact des marques nationales et locales sur les \u00e9conomies locales) s&rsquo;est engag\u00e9e dans une voie prometteuse et entre \u00e0 pr\u00e9sent dans sa deuxi\u00e8me phase. Les r\u00e9sultats de la premi\u00e8re partie de l&rsquo;\u00e9tude (repr\u00e9sent\u00e9e par les cycles 1 et 2), qui a abouti [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,631,539],"tags":[880],"class_list":{"0":"post-7729","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights-fr","8":"category-rapports","9":"category-recherche","10":"tag-nation-branding-fr"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu&#039;est-ce qui constitue la perception des villes du monde par les citoyens? - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"L&#039;\u00e9tude de Bloom Consulting intitul\u00e9e &quot;Nation and Place Branding 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