Correspondence between satisfaction of residents and factors of retention

Abstract

Nowadays a lot of cities, regions and countries face consequences of demographic shrinkage, economic globalization and increasing competition for talented people all over the world. It is specifically true for Hungary, where number of births has decreased drastically, while the migration to capital or foreign countries has increased. Competition between cities for population, tourists, investors and enterprises that create values has been intensifying during past few years. Under such conditions place marketing issues, especially place branding have become more popular as promising instruments for settlements to professionally position and to differentiate places from others. Main condition of successful place marketing is winning citizens and integrating them into marketing processes, so the actual task is to analyse this target group. This article gives information about the residential satisfaction and factors which determine the retention.