A world-class city in the middle of the Steppe: Place marketing and the construction of an image of place in Astana, Kazakhstan

Abstract

Place marketing has become one of the most popular methods used by urban elites and civic boosters to revitalize and re-image cities in order to project a world-class city image. However, case studies examined in the literature have primarily focused upon Western cities and thus conclusions with respect to place marketing's mechanisms and effects are limited. This thesis seeks to broaden the application of place marketing as a concept by using Astana, Kazakhstan as a case study. The thesis focuses upon evaluating place marketing as a concept to determine whether the construction and projection of a world-class city image of place through spectacular developments and entertainment facilities is truly a global practice. The research indicates that Astana is following the place marketing model seen in case studies of Western cities, especially with respect to the construction and projection of a world-class city image.