Awareness of the Cittaslow Brand among Polish Urban Dwellers and Its Impact on the Sustainable Development of Cities

Abstract

New ways of promoting sustainable urban development are currently being sought. One of them is the slow city model, which has been implemented by some municipalities. This model forms the basis for cooperation between the cities within the international Cittaslow network. It has been assumed that the Cittaslow brand could generate numerous benefits for cities. It can be a significant regional growth and socio-economic development factor. However, city dwellers have to be familiar with the brand, and they have to understand the philosophy behind the Cittaslow movement. The aim of the present study is to assess the awareness of the Cittaslow brand among the residents of the cities that are members of the Cittaslow network. Data from the questionnaires have been classified into multiway tables. The chi-square test is used to examine the relationship between the attributes. The surveys conducted demonstrate that the residents are not sufficiently familiar with the Cittaslow brand to derive any potential benefits from their network membership. This observation suggests that city dwellers should be educated on the main tenets of the slow city concept. The present study demonstrates that urban residents’ awareness of the Cittaslow brand, the slow city philosophy and the Cittaslow logo is influenced by their gender and age. These results show not only the need for education but also the need to promote the desirable forms of urban development; the respondents were familiar with some activities pertaining to the slow city concept, but they were not familiar with the other activities and did not link them to the Cittaslow movement. The most desirable ways of promoting the territorial Cittaslow brand were also identified. There is a general scarcity of research on the Cittaslow brand in Poland and in the world, and thus further studies are needed to formulate meaningful conclusions with the aim of promoting the development of the Cittaslow network.