Participatory City Branding Through Community-Based Sport and Recreational Physical Activity: A Case Study of Ottawa

Abstract

The purpose of this research is to explore the relationship between city branding and community sport focusing on the role of citizens. Community sport means more than just organized sport events, covering all of physical activities, recreation, and leisure that are based on the region. Therefore, Community-based Sport and Recreational Physical Activity (CSRPA) is closely related to urban experience and quality of life of local residents. Specifically, the objectives of this research are to: (1) evaluate the perceptions of internal stakeholders of city branding through CSRPA; and (2) examine the possibility of considering CSRPA as branding opportunities. Participatory city branding theory provided the most relevant theoretical frameworks to shed light on co-creative image building process by leveraging citizens’ participation to CSRPA. The methodology used in the study was case study with the city of Ottawa, Canada. City representatives (n=17) took part in semi-structure interviews to elucidate their perceptions and lived experiences associated with Ottawa city branding. Citizens (n=127) participated in an online survey to express their voices surrounding city brands and sport participation. The findings of the study suggest that CSRPA constitutes an interesting opportunity to contribute to co-creative city branding by incorporating citizens’ voices and promoting collaborative public governance.