Investigating the Determinants of Urban Competitive Advantage in Public Service Marketing: A Case Study of Municipalities in East Gilan Province

Abstract

The concept of urban competitive advantage has emerged as a cornerstone of modern public administration and regional development, particularly as cities compete for human capital, investment, and tourism. This study investigates the multifaceted determinants of competitive advantage within the framework of public service marketing, focusing on the specific context of municipalities in the East Gilan province of Iran. By synthesizing elements of the Resource-Based View (RBV) with contemporary marketing orientations in the public sector, the research explores how service quality, digital governance, brand identity, and citizen engagement contribute to a city’s overall standing. Data were collected through a structured questionnaire administered in 2025 to a sample of municipal managers, city planners, and residents across major urban centers in the region, including Lahijan, Langarud, and Roudsar. The analysis utilizes structural equation modeling to test the relationships between marketing strategies and urban performance metrics. Preliminary findings suggest that while traditional infrastructure remains a baseline requirement, the intangible aspects of public service—specifically the responsiveness and transparency of digital platforms—are the primary drivers of differentiation in the current socio-economic landscape of East Gilan. The study provides a comprehensive roadmap for local authorities to enhance their competitive positioning through strategic marketing interventions and evidence-based policymaking.