The role of competitive advantage in investing in place identity

Abstract

Investing in the identity of a place has economic, social, cultural and physical benefits and is not related to material profit, but rather to human investment. This requires verifying the features of the place and investing in them to create a global competitive advantage and ensure the long-term sustainability of the place by promoting urban developments that focus on the physical, social and cultural resources of the city, This study aims to achieve a distinct city identity in the context of global competitiveness by analyzing the factors that determine the city's unique characteristics.

          The old Rusafa area was chosen as a case study through which the indicators of the theoretical framework were tested, and it became clear that investment in its originality tops the applied indicators, followed by serving the recipient, and investment is equal in the tools of creativity and continuity of identity, while there is a clear lack of investment in the brand in the study area , The study concluded that success requires attention to infrastructure, preserving material and cultural heritage, developing creative industries, and using effective marketing strategies.