Erbil Citadel as a Brand for the City, the Role of Residents Awareness and Perceptions

Abstract

The branding of cities through their historical and cultural assets has become a pivotal strategy in urban development and tourism. This study focuses on Erbil Citadel, a UNESCO World Heritage Site, and its potential as a brand for Erbil, a city with a rich historical backdrop and flourishing urban landscape. The study aimed to explore the perceptions of Erbil’s residents regarding the cultural significance of the Citadel and its potential as a city brand. A mixed-method survey questionnaire was conducted, collecting data from around 440 residents through both manual distribution around the Citadel and an online platform. The findings were analyzed using SPSS 23 to provide both descriptive and inferential statistical insights. The findings show that locals are well aware of the Citadel’s significance as a significant historical and cultural symbol of the city. The vast majority of participants acknowledged its unique visual attributes and their representation of the city’s cultural and historical identity. Additionally, the results showed that citizens’ perceptions of the Citadel as a good component of city branding were positively correlated with their level of cultural awareness. This study contributes to the growing body of literature on city branding and heritage sites by providing empirical evidence on the impact of residents’ cultural awareness on their perceptions of heritage sites as city brands. The results highlight how crucial cultural education and community involvement are to maximizing the branding potential of historic locations. Policymakers and urban planners may find the findings of the study useful in utilizing Erbil Citadel’s historical relevance to strengthen Erbil’s brand identity internationally.

1. Introduction

In recent years, the concept of city branding has gained significant attention as cities worldwide seek to distinguish themselves in an increasingly competitive global landscape [1]. City branding involves the strategic development and promotion of a city’s unique identity, values, and assets to attract tourists, businesses, and residents [2]. This process often includes the utilization of cultural heritage sites as key components of a city’s brand identity. The concept of city branding has emerged as a strategic approach for cities to distinguish themselves in the competitive marketplace of global urbanization [1]. At the heart of city branding lies the notion of creating a unique and compelling identity that resonates with residents, visitors, and investors alike.

Each place, whether it be a country, region, city region, town, or district, performs many different domestic and foreign objectives. These include investment attraction, international competition, attractive internal services, etc. “Each place needs its specific solutions to be successful” [3].

With the development of the city and the improvement of human capabilities, the need to increase the opportunities to achieve these needs has been raised.

One of the key elements of city branding is the utilization of heritage sites as powerful symbols of a city’s identity and cultural heritage. Heritage sites, such as historic landmarks, archaeological sites, and cultural monuments, serve as tangible manifestations of a city’s history, traditions, and collective memory [4]. These sites not only attract tourists and stimulate economic activity but also foster a sense of pride and belonging among residents [5].

Heritage sites play a crucial role in city branding efforts, serving as tangible symbols of a city’s history, culture, and identity [6]. These sites, which may include historic buildings, landmarks, and archaeological sites, contribute to a city’s sense of place and provide opportunities for tourism, economic development, and cultural preservation [7]. Moreover, heritage sites can enhance a city’s reputation and visibility on the global stage, attracting visitors and investment while fostering local pride and community engagement [8].

In the context of Erbil, a town recognized by UNESCO, Erbil serves as the capital of the Kurdish Autonomous Region in northern Iraq. It is the world’s oldest continuously inhabited location. It was known as Urbilum, Arbailu, or Arbela in the past.

Erbil is a city rich with heritage sites that date back to more than 6000 years ago [9] and contains many heritage sites and places, including caves that hosted humanity, in which Neanderthal remains were discovered in 1953, [10] In addition, the Choli minaret is one of the outstanding heritage sites in Erbil. Situated at a 25–32 m high tell, the Citadel of Erbil is home to the remnants of settlements dating back up to seven millennia. In addition to being the most important monument in Northern Mesopotamia, it also serves as a naturally occurring urban center [11].

According to UNESCO’s Criterion IV, which states that a structure, architectural or technological ensemble, or landscape must “illustrate a significant stage in human history”, the Citadel was designated as a world-historic site in 2014.

The Citadel’s distinctive architecture, characterized by its towering mud-brick walls, narrow alleys, and traditional courtyard houses, provides valuable insights into the architectural practices and urban planning of ancient Mesopotamian civilizations (see Figure 1).

Moreover, the Erbil Citadel serves as a living heritage site, with a vibrant community of residents continuing to inhabit its historic quarters to this day [12]. This unique blend of past and present, tradition and modernity, lends the Citadel a dynamic character that captures the imagination of visitors and residents alike.

In conclusion, the Erbil Citadel holds immense significance as a heritage site, representing the historical, architectural, cultural, and economic heritage of Erbil and its people. Its recognition as a UNESCO World Heritage Site underscores its universal value and highlights the importance of preserving and promoting cultural heritage for the benefit of present and future generations.

The Citadel is located in the center of the city and has an impact on the urban form of the city; the city ring roads have been arranged in a continuous pattern to the citadel shape (see Figure 2).

Despite the recognition of Erbil Citadel as a UNESCO World Heritage Site, there is a significant gap in understanding how residents perceive its cultural significance and its implications for city branding. Existing literature has primarily focused on tourism and economic impacts, leaving a lack of empirical evidence regarding residents’ awareness and engagement with the Citadel as a symbol of their city’s identity. This study aims to address this gap by investigating the perceptions of Erbil’s residents regarding the Citadel’s cultural importance and its effectiveness as a city branding tool. Specifically, the research seeks to explore the correlation between residents’ cultural awareness and their perceptions of the Citadel’s role in enhancing Erbil’s brand identity. Given the challenges posed by rapid urbanization and socio-economic changes, understanding residents’ attitudes towards the Citadel is crucial for informing urban planning and cultural preservation efforts. By examining the intersection of city branding and heritage sites, this research aims to understand how cities like Erbil can capitalize on their cultural assets to enhance their global visibility, economic vitality, and overall quality of life for residents. While previous research has focused on tourism perspectives and economic impacts, less attention has been paid to how residents perceive and engage with the Citadel as a symbol of their city’s identity and heritage. Therefore, this study will provide insights into how cultural education and community involvement can maximize the branding potential of historical sites like the Erbil Citadel, ultimately contributing to the sustainable development of the city.

2. Review of Studies on Heritage Sites as a Brand for the City

City branding has emerged as a significant area of study within urban planning, marketing, and tourism management disciplines, focusing on the strategic development and promotion of cities as unique destinations with distinct identities and competitive advantages [13].

2.1. City Branding

In order to draw in citizens, tourists, investors, and businesses, cities intentionally create and manage their perceptions, images, and reputations. This process is known as city branding, place branding, or destination branding [14,15]. The broad definition of place branding is the application of marketing techniques to improve a community’s reputation in order to draw in locals, visitors, and investors. With roots in well-established disciplines like urban planning and tourism sociology, this relatively new topic of research within marketing and communication science started to take shape in the 1990s. Although there is not a single, accepted definition for city branding [15], there are a number of factors that go into it, such as culture, history, infrastructure, government, and quality of life, all of which combine to form a city’s overall brand identity [16].

City branding, also referred to as place branding or destination branding, involves the deliberate process of creating and managing perceptions, images, and reputations of cities to attract residents, visitors, investors, and businesses [14,15]. It encompasses various dimensions, including culture, history, infrastructure, governance, and quality of life, which collectively contribute to the overall brand identity and positioning of a city [17]. There are some key components of city branding that can be summarized as follows: Identity and Image: City branding begins with the articulation of a city’s unique identity, which encompasses its cultural heritage, architectural landmarks, natural landscapes, economic activities, and social fabric [18]. The creation of a compelling brand image involves the strategic communication of these attributes through visual imagery and storytelling [6]. These can be focused on the historical and cultural significance of the heritage sites, Landmarks, and the visual characteristics of the architectural heritages of the city. Competitive Positioning: Effective city branding requires careful analysis of a city’s competitive strengths and weaknesses in comparison to rival destinations [2,19]. This involves identifying unique selling propositions (USPs) or “brand assets” that differentiate the city from others and leveraging them to gain a competitive edge in attracting target audiences [20,21]. The role of the object that is intended to be the brand in the city is to represent the overall charm of the city and how it maintains historical authenticity. Stakeholder Engagement: City branding is a collaborative process that involves the active participation of various stakeholders, including government authorities, local businesses, community organizations, residents, and tourists [22]. Engaging stakeholders in brand development initiatives fosters buy-in, builds consensus, and ensures the alignment of brand messages with local values and aspirations [7,23]. The level of awareness and acceptance of the stakeholders, especially the residents who are considered an important layer of the components of the city, and their sense of pride for the city and the role of the object to make sense of belonging stronger since they represent the cultural value and identity. Brand Management and Governance: Effective city branding requires the establishment of governance structures and mechanisms for coordinating brand management activities across different sectors and levels of government [13,24]. This may involve the creation of dedicated branding agencies, public-private partnerships, or collaborative networks to oversee brand implementation, monitor performance, and adapt strategies to changing market conditions [25,26]. Also, the active participation of different community segments in cultural events has a positive effect on the awareness of the residents regarding the objects and sites.

2.2. Heritage Sites as a Brand for the City

Many research works reflect the relationship between heritage sites and city branding, and in those works, it is discussed how historical sites shape the identity of a city, its reputation, and its competitiveness as a tourist destination and a cultural center [27,28]. Thus, heritage sites are acknowledged to provide important brand assets in developing distinctive character and increasing attractiveness for cities. Typical examples of heritage sites are structures and monuments from antiquity, archeological ruins, and cultural landscapes [29,30].

Such sites offer visitors genuine and unforgettable experiences while acting as physical representations of a city’s cultural legacy, reflecting its history, customs, and values [31]. Heritage branding serves the primary purpose of demonstrating the attributes of the heritage destination and gradually establishing the site’s identity and image in the eyes of stakeholders and visitors. Thus, “visitors experience the promoted brand values and feel the authenticity of a unique place”. “A site’s inscription on the World Heritage List often coincides with a boost in visitation rates”, according to the UNESCO World Heritage Center [32].

2.3. Erbil Heritage Sites

Erbil’s architectural identity is greatly influenced by its heritage structures, which must be acknowledged in this context. These buildings are more than just historical artifacts; they actively participate in the architectural story of the city and foster a sense of belonging among its citizens. The maintenance of these heritage structures’ architectural integrity is largely dependent on the efforts of those engaged, as doing so will guarantee their continued existence, enhance Erbil’s urban landscape, and provide priceless educational resources for coming generations. A dedication to preserving cultural heritage in the face of the challenges posed by contemporary urban growth is seen in Erbil’s urban development plans’ inclusion of heritage sites [30].

Building components and architectural features that speak to the community’s environmental and cultural concerns are sources of pride and identity [33]. The emotional bonds between locals and visitors are strengthened by the preservation of these architectural and historical components, which were an integral part of daily life [34,35]. Erbil’s historical landmarks are living examples of the vibrant cultural life of the city, not merely historical relics. They are essential to Erbil’s development as a city with rich cultural diversity and historical significance, drawing scholars and tourists alike and fostering a strong sense of pride and identity among locals [36,37].

The Erbil Citadel provides evidence of the area’s rich cultural legacy and history. Previous studies have explored the historical significance of the Citadel, going back several millennia in its origins. The Citadel is one of the oldest continuously inhabited urban communities in the world, with evidence of human presence discovered through archaeological excavations and historical records (UNESCO, n.d.).

Previous studies have focused on the architectural aspects of the Citadel, reflecting the culture and lifestyle of the people who lived within and around it [38]. Such architectural features, being manifestations of the different cultures that have influenced the city throughout its history, have a direct relationship with the distinctiveness and aesthetic appeal of the Citadel [39]. Research on the Erbil Citadel’s potential for tourism and cultural promotion has looked at ways to capitalize on the monument’s historical significance to draw tourists and raise the city’s profile internationally. The Citadel’s 2014 addition to UNESCO’s Tentative List of World Heritage has stimulated projects to improve infrastructure, promote sustainable tourism practices, and improve visitor experiences. Furthermore, the Citadel’s cultural events, exhibitions, and educational initiatives have promoted a deeper understanding of Erbil’s historical significance and highlighted the city’s rich cultural legacy (UNESCO, n.d.). Erbil’s architectural evolution and cultural legacy are showcased in the dynamic museum that is the Erbil Citadel [40]. The city’s commitment to safeguarding its historical legacy for upcoming generations is demonstrated by its persistent efforts to preserve and restore it. As a result, the Erbil Citadel plays a vital role in both the present and future of Erbil, having a profound impact on community identity, tourism, and education. It is not just a reminder of the past.

The Erbil Citadel stands as a testament to the rich history and cultural heritage of the region (see Figure 3). The Erbil Citadel is one of the oldest continuously inhabited sites in the world, with evidence of human settlement dating back to at least 6000 BC [30]. This rich history provides a compelling narrative that can attract both tourists and researchers interested in ancient civilizations. The Citadel’s distinctive architectural features, including its traditional mud-brick structures and strategic location atop a tell, offer a unique visual identity that can be leveraged in promotional materials. As a symbol of Kurdish identity and heritage, the Citadel fosters a sense of pride among local residents. This emotional connection can be harnessed in branding efforts to create a narrative that resonates with both locals and visitors [37].

Before conducting the survey, key factors were identified for investigation based on existing literature and theoretical frameworks. These factors have been categorized into different sections, and each section focuses on one of the factors. These factors include cultural awareness, the perception of heritage significance under the section of cultural identity, and emotional attachment, which has been focused on in the questionnaire in the section on emotional connection and sense of belonging. To operationalize these factors into measurable variables, a series of hypotheses were formulated and included in the questionnaire. For instance, to assess cultural awareness, participants were asked about their familiarity with the historical and cultural significance of Erbil Citadel. Questions related to the perception of heritage significance focused on participants’ views on the Citadel’s representation of the city’s cultural and historical identity. Emotional attachment was gauged through queries on the sense of pride and emotional connection associated with the Citadel’s presence. By structuring the questionnaire around these key factors, the study aimed to capture a comprehensive understanding of residents’ perceptions and attitudes towards the Citadel as a potential city brand.

Based on this, hypotheses regarding the perception of the residents were formulated. Within the results from the survey, the hypotheses have been tested and evaluated. Below are some of the hypotheses.

Hypothesis 1. 

There is a significant difference in the perception of the Erbil Citadel based on the age of the respondents.

Hypothesis 2. 

Gender influences the perception of the cultural significance of the Erbil Citadel among residents.

Hypothesis 3. 

Residents with higher educational attainment will have a more positive perception of the Erbil Citadel’s role in enhancing the city’s international reputation.

3. Methodology

This study employed a cross-sectional research design to investigate residents’ perceptions of the Erbil Citadel as a potential brand for the city. The cross-sectional design allowed for the collection of data at a single point in time, providing a snapshot of residents’ attitudes and opinions.

A mixed-methods approach was employed in this research to collect data from 440 respondents, representing a broad sample of Erbil residents. The goal of the sampling strategy was to guarantee a thorough representation of the city’s population, and this has been achieved by combining convenience and purposive sampling methods.

Manual Distribution: 200 surveys were manually collected in the vicinity of the Erbil Citadel. Surveyors approached individuals who were visiting or residing near the Citadel, allowing us to capture the perceptions of both tourists and local residents. This method provided insights from individuals who are directly engaged with the heritage site.

Online Distribution: Google Forms was used to deliver an extra 240 online questionnaires. To reach a wider audience, the online survey link was disseminated via a number of social media sites, email lists, and community forums. This strategy sought to include people from various age groups, educational backgrounds, and Erbil communities.

Demographic Representation: Age, gender, educational background, and community affiliation are only a few of the many demographic traits that were recorded in the study. For example, we ensured that we obtained viewpoints from a range of educational levels by including individuals in our sample who held doctoral degrees in addition to graduates from secondary schools. Furthermore, the respondents’ ages ranged from young adults to seniors, which helped us understand how different generations could view the Citadel.

Rationale for Sampling Choices: These were used both online and in manual surveys in order to maximize participation and make sure that opinions from a variety of demographic groups. Employing convenience sampling for the manual surveys and purposive sampling for the online distribution has been used to gather a diverse range of insights that reflect the multifaceted nature of Erbil’s community.

We have tested the mean and standard deviation of manual and online data collection. As a result, we did not observe any differences between the mean and standard deviation of the two data collection groups. Therefore, the data of the two groups were merged for analysis.

The Statistical Package for the Social Sciences (SPSS) program was used to analyze the data. The demographic features of the sample and the respondents’ opinions about the Erbil Citadel were compiled using descriptive statistics, which included frequencies, percentages, means, and standard deviations. An overview of the data’s distribution and central patterns was given by these descriptive metrics. To investigate correlations between variables and find important predictors of residents’ attitudes, inferential statistics were also used. To compare means across groups and ascertain if there were statistically significant variations in perceptions depending on demographic characteristics, ANOVA (Analysis of Variance) tests were employed. In order to find important predictors of residents’ views, regression analysis was used to look at the correlations between independent factors (such as demographic traits) and the dependent variable.

The sampled population consisted of residents from diverse educational backgrounds, ranging from secondary school graduates to postgraduate degree holders. Respondents also varied in age, with participants spanning different age groups, from young adults to seniors. Additionally, the survey captured perspectives from residents belonging to different communities and neighborhoods within Erbil, providing a comprehensive view of the city’s population.

4. Result and Analysis

A survey was conducted through the residents of Erbil Citadel (See Appendix A), and 440 responses were received, of which 200 were distributed manually around the places of Erbil Citadel, 240 were distributed through the Google form, and the responses were received and analyzed by the SPSS 23 program.

The responses, in general, are distributed as follows: 63.2% of the respondents identified as male, and 36.8% of the respondents identified as female; the cumulative percent is 100.0%, indicating that 100% of the respondents identified as either male or female (

Table 1. Gender distribution for the survey.

		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Male	277	63.2	63.2	63.2
	Female	161	36.8	36.8	100.0
	Total	438	100.0	100.0

).

The survey results demonstrate a broad spectrum of engagement with Erbil Citadel, from those who have never visited to those who visit periodically. The data indicate that a significant majority of the respondents (approximately 73.1%) have visited the Citadel multiple times, highlighting its importance and appeal as a cultural and historical site (

Table 2. Frequency of visiting Erbil Citadel.

		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1.0	24	5.5	5.5	5.5
	2.0	93	21.2	21.2	26.7
	3.0	42	9.6	9.6	36.3
	4.0	161	36.7	36.8	73.1
	5.0	118	26.9	26.9	100.0
	Total	438	99.8	100.0
Missing	System	1	0.2
Total		439	100.0

). The frequent visitation to Erbil Citadel underscores its substantial cultural significance and highlights its potential as a brand symbol for the city.

The distribution of responses in

Table 3. Residents’ familiarity with the historical and cultural significance of Erbil Citadel.

		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1.0	25	5.7	5.7	5.7
	2.0	42	9.6	9.6	15.3
	3.0	96	21.9	21.9	37.1
	4.0	165	37.6	37.6	74.7
	5.0	111	25.3	25.3	100.0
	Total	439	100.0	100.0

indicates a generally positive familiarity with the historical and cultural significance of the Erbil Citadel among the survey participants. Specifically, 62.9% of respondents overall agreed or strongly agreed that they were familiar with the Citadel, demonstrating a high degree of cultural knowledge. This high level of familiarity can serve as a strong foundation for leveraging the Erbil Citadel as a brand for the city. By capitalizing on this existing cultural knowledge, policymakers and urban planners can develop targeted strategies to enhance the city’s brand identity, reflecting the Citadel’s cultural significance and fostering a stronger sense of pride and identity among residents. This approach supports the preservation of cultural heritage and contributes to the sustainable development of the city by enhancing its global visibility and attracting tourists and investments (Table 3).

There was a substantial consensus among participants, as evidenced by the fact that 78.8% of respondents overall agreed or strongly agreed with this statement (

Table 4. The visual characteristics of the Citadel make it a distinctive landmark in Erbil.

		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1.0	11	2.5	2.5	2.5
	2.0	17	3.9	3.9	6.4
	3.0	65	14.8	14.8	21.2
	4.0	178	40.5	40.5	61.7
	5.0	168	38.3	38.3	100.0
	Total	439	100.0	100.0

). This high level of awareness strengthens Erbil’s identity and feeling of place by highlighting the Citadel’s significance as a recognized landmark and cultural heritage site.

The statement was agreed upon or strongly agreed upon by 69.2% of the total responses, indicating a profound awareness of the Citadel’s symbolic significance to the city. This group’s perspective emphasizes how important Erbil Citadel is in representing and disseminating Erbil’s rich history (

Table 5. Erbil Citadel represents the cultural and historical identity of the city.

		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1.0	14	3.2	3.2	3.2
	2.0	43	9.8	9.8	13.0
	3.0	78	17.8	17.8	30.8
	4.0	145	33.0	33.0	63.8
	5.0	159	36.2	36.2	100.0
	Total	439	100.0	100.0

). The existence of a significant proportion of indifferent and disagreeing participants, on the other hand, implies that opinions regarding the Citadel’s importance are not all the same. This emphasizes the necessity of increased knowledge and involvement programs to reaffirm the Citadel’s cultural and historical significance to all residents.

The following

Table 6. Effect of gender on awareness.

Gender		n	Mean	Std. Deviation	Std. Error Mean	p-Value
The visual characteristics of the Citadel make it a distinctive landmarking	Male	277	4.00	0.942	0.057	0.03
	Female	161	4.21	0.958	0.075
To what extent do you believe Erbil Citadel represents the cultural and historical identity of Erbil	Male	277	3.79	1.089	0.065	0.01
	Female	161	4.07	1.093	0.086
Erbil Citadel is a symbol of our city’s cultural heritage	Male	277	4.01	1.021	0.061	0.00
	Female	161	4.31	0.868	0.068
I feel a sense of cultural pride because of Erbil Citadel’s presence	Male	277	3.83	1.085	0.065	0.00
	Female	161	4.21	0.897	0.071

summarizes the gender differences analysis in terms of perceptions of the cultural significance and visual appeal of the Erbil Citadel. Results indicate that females have, on average, slightly higher positive perceptions compared to males, as reflected in all variables.

In the first part, which indicates Visual Characteristics as a Distinctive Landmark, the male participants scored a mean = 4.00, SD = 0.942, SE = 0.057, and female participants scored a mean = 4.21, SD = 0.958, SE = 0.075, and the p-value = 0.03, which means that there is a statistically significant difference in the perceived visual distinctiveness of the Citadel for males and females. Females have a slightly higher mean score, which suggests that females consider the Citadel a more distinctive landmark than males do. And for the questions regarding “Representation of Cultural and Historical Identity”, the data show that the male participants scored a mean = 3.79, SD = 1.089, SE = 0.065, and female participants scored a mean = 4.07, DP = 1.093, E = 0.086, and a p-value of 0.01. According to these data, the results showed that there was a statistically significant difference by gender in perceptions about how much the Citadel represents the city’s cultural and historical identity. Females, on average, agree more strongly with this statement than males.

Regarding “The symbol of the city’s cultural heritage”, male participants scored a mean = 4.01, SD = 1.021, SE = 0.061, and female participants scored a mean = 4.31, SD = 0.868, SE = 0.068. As a result, the p-value of 0.00 means that females generally regarded the Citadel as a much more important symbol of the city’s cultural heritage than males.

When it comes to the “Sense of Cultural Pride Because of the Citadel”, male respondents scored a mean = 3.83, SD = 1.085, SE = 0.065, and female respondents scored a mean = 4.21, SD = 0.897, SE = 0.071. The resulting p-value of 0.00 means it can be understood that There is a significant gender difference in the level of pride taken in the culture because of the presence of the Citadel, with females feeling more pride than males.

In general, and across all the measured perceptions, females tend to rate the cultural and visual importance of the Erbil Citadel higher than males. Analysis suggests that gender is a variable that impacts residents’ perceptions of the Citadel; this may be relevant when crafting cultural and branding initiatives. Tailoring methods of engagement, considering these differences, might be the most effective promotion and preservation of the Citadel.

These findings suggest that gender is of great importance in setting trends in the perceptions of Erbil Citadel.

Table 7. Effect of Age on Awareness.

			N		Mean			Std. Deviation
The visual characteristics of the Citadel’s architecture make it a landmark	18–25 years old		164		3.99			1.000
	26–40 years old		178		3.99			1.022
	41–60 years old		72		3.82			0.877
	60+ years old		24		3.29			1.042
	Total		438		3.93			1.003
To what extent do you believe Erbil Citadel represents the cultural and historical identity of Erbil	18–25 years old		164		3.91			1.182
	26–40 years old		179		4.06			1.004
	41–60 years old		72		3.64			1.011
	60+ years old		24		3.33			1.204
	Total		439		3.89			1.100
Erbil Citadel is a symbol of our city’s cultural heritage	18–25 years old		164		4.19			0.944
	26–40 years old		179		4.18			0.980
	41–60 years old		72		4.00			0.993
	60+ years old		24		3.54			0.977
	Total		439		4.12			0.978
I feel a sense of cultural pride because of Erbil Citadel’ s presence	18–25 years old		164		4.02			0.990
	26–40 years old		179		4.05			1.007
	41–60 years old		72		3.89			1.069
	60+ years old		24		3.29			1.233
	Total		439		3.97			1.036
		Sum of Squares		df		Mean Square	F		Sig.
The visual characteristics of the Citadel’s architecture make it a landmark	Between Groups	12.063		3		4.021	4.081		0.007
	Within Groups	427.599		434		0.985
	Total	439.662		437
To what extent do you believe Erbil Citadel represents the cultural and historical identity of Erbil	Between Groups	16.954		3		5.651	4.792		0.003
	Within Groups	513.014		435		1.179
	Total	529.968		438
Erbil Citadel is a symbol of our city’s cultural heritage	Between Groups	10.587		3		3.529	3.762		0.011
	Within Groups	408.015		435		0.938
	Total	418.601		438
I feel a sense of cultural pride because of Erbil Citadel’s presence	Between Groups	13.153		3		4.384	4.178		0.006
	Within Groups	456.519		435		1.049
	Total	469.672		438

takes the age group differences analysis of the impact on perceptions of Erbil Citadel. Findings that can be interpreted meaningfully are drawn from the mean score of age groups and the ANOVA test result.

For the “Visual features of the architecture as a citadel landmark”, it can be found that there is a statistically significant difference across the age groups in their perception of the Citadel’s architecture as a distinctive landmark. The younger age brackets, which are 18–25 and 26–40 years, have higher means, thus indicating more positive perceptions of the visual qualities associated with the Citadel when compared with older age brackets.

For the statement “Representation of Cultural and Historical Identity”, it can be seen that the ANOVA test reveals a significant difference among age groups with regard to the belief in the Citadel as representative of the cultural and historical identity of Erbil. In other words, the middle-aged still maintained high mean scores, closely followed by the younger group of 18 to 25-year-olds, in the distribution of belief about their culture and history represented by the Citadel.

When it comes to “Erbil Citadel: a beacon of cultural heritage”, results show a statistically significant different perception of the Citadel as a symbol of Erbil’s cultural heritage by age groups. Younger and middle-aged segments—18–25 and 26–40-year-olds—tend to agree more with the statement than older residents.

Similar to the previous ones regarding “Sense of Cultural Pride Due to the Citadel’s Presence”, looking at the ANOVA test shows that there is a pronounced difference across the age groups in their sense of cultural pride with the Citadel in place. The youngest sets of residents, the 18–25 and 26–40-year-olds, exhibit higher senses of cultural pride than their older counterparts, specifically the 60-year-olds and above.

The data, therefore, indicate that perception of the importance of the Erbil Citadel differs among different age groups; younger and middle-aged residents show greater appreciation for the architectural, cultural, and historical value of citizenship within a range of mostly 18–40 years of age. The perception of these sectors is lower when it comes to older respondents, in particular, those over 60 years of age. These findings are significant for urban planners and policymakers, as these show that age-specific strategies need to be developed in promoting the Citadel as a city brand.

The data presented in this section give a clear description of the levels of education against the perceived importance of the Erbil Citadel (

Table 8. Effect of education on awareness.

				N		Mean		Std. Deviation
The visual characteristics of the Citadel’s architecture make it a landmark		Illiterate		61		3.28		1.035
		Primary school		41		3.12		1.077
		High school		60		3.77		0.945
		Bachelor’s degree		155		4.28		0.864
		Master’s and PhD degree		60		4.38		0.715
		Missing		61		3.93		0.873
		Total		438		3.93		1.003
To what extent do you believe Erbil Citadel represents the cultural and historical identity of Erbil		Illiterate		61		3.25		1.059
		Primary school		42		3.10		1.100
		High school		60		3.52		1.242
		Bachelor’s degree		155		4.41		0.828
		Master’s and PhD degree		60		4.30		0.830
		Missing		61		3.74		1.015
		Total		439		3.89		1.100
Erbil Citadel is a symbol of our city’s cultural heritage		Illiterate		61		3.62		1.019
		Primary school		42		3.38		1.103
		High school		60		3.97		0.974
		Bachelor’s degree		155		4.49		0.768
		Master’s and PhD degree		60		4.42		0.889
		Missing		61		4.05		0.884
		Total		439		4.12		0.978
I feel a sense of cultural pride because of Erbil Citadel’s presence		Illiterate		61		3.59		1.202
		Primary school		42		3.36		1.226
		High school		60		3.95		1.016
		Bachelor’s degree		155		4.26		0.940
		Master’s and PhD degree		60		4.20		0.777
		Missing		61		3.84		0.879
		Total		439		3.97		1.036
ANOVA
			Sum of Squares	df	Mean Square		F		Sig.
The visual characteristics of the Citadel’s architecture make it a landmark	Between Groups		85.284	5	17.057		20.793		0.000
	Within Groups		354.378	432	0.820
	Total		439.662	437
To what extent do you believe Erbil Citadel represents the cultural and historical Identity of Erbil	Between Groups		114.077	5	22.815		23.754		0.000
	Within Groups		415.891	433	0.960
	Total		529.968	438
Erbil Citadel is a symbol of our city’s cultural heritage	Between Groups		66.264	5	13.253		16.287		0.000
	Within Groups		352.337	433	0.814
	Total		418.601	438
I feel a sense of cultural pride because of Erbil Citadel’s presence	Between Groups		42.310	5	8.462		8.574		0.000
	Within Groups		427.362	433	0.987
	Total		469.672	438

). The ANOVA results show that significant differences occur between educational groups in their perception of the importance of the Citadel. Critical perusal of the findings of each variable is summarized below.

In terms of “Architecture of the Citadel as a Landmark: Visual Characteristics”, there is an overall statistically significant difference across different educational groups in perceiving the visual characteristics of the Citadel as a landmark. The response rate of the group with higher educational attainment, Bachelor’s degree and above, is more inclined to view the architecture of the Citadel as more of a distinctive landmark than that with lower attainment.

And in terms of “Belief in the Citadel as a representation of cultural and historical identity”, there are significant differences in perceptions among respondents from different educational backgrounds that the Citadel represents the cultural and historical identity of Erbil. The higher educated ones, holding a Bachelor’s degree and above, are more prone to believe that the Citadel represents the city’s cultural and historical identity.

When we come to the “Erbil Citadel—a Symbol of Cultural Heritage”, it can be seen that there are significant educational group differences of opinion as regards the Citadel representing cultural heritage. These differences do appear to fall towards the strong viewing of the Citadel as representative of Erbil’s cultural heritage among Bachelor’s degree or higher respondents.

Finally, concerning “Cultural Pride because of the Existence of the Citadel”, the results show that there is a significant difference among educational groups in the level of cultural pride because of the Citadel. Indeed, respondents with higher education (Bachelor’s degree and above) tend to be more culturally proud than their lower educational attainment counterparts.

The results indicate that educational background is a significant determinant factor in the perception of Erbil Citadel among its residents. More highly educated respondents view the Citadel as something unique, an important symbol of cultural heritage, and a source of cultural pride. Such findings can be used in developing specific cultural education and community outreach programs that enhance the bond of the Citadel with its residents based on diverse educational backgrounds.

Because these results are lower in comparison to those received from more highly educated groups, efforts to enhance the appreciation of the Citadel are necessary and should focus more on these former groups.

5. Discussions

The study aimed to explore the perceptions of Erbil’s residents regarding the cultural significance of the Erbil Citadel and its potential as a city brand. The results show that there is a positive correlation between residents’ cultural awareness and their perceptions of the Erbil Citadel’s cultural significance, suggesting that higher levels of cultural awareness enhance residents’ appreciation for the Citadel’s historical and cultural value.

In terms of demographic differences, while there were significant differences in perceptions between male and female respondents for most statements, female respondents tended to rate higher appreciation than male respondents.

Age-related variations were evident. Younger respondents tended to appreciate the Citadel’s visual characteristics, cultural identity representation, architectural features, symbolic significance, and sense of cultural pride more than older respondents, highlighting the importance of considering demographic factors in understanding residents’ engagement with heritage sites and city branding initiatives.

The level of familiarity with the Erbil Citadel was positively associated with residents’ emotional attachment and sense of belonging to the city, indicating that residents who are more familiar with the Citadel tend to have a stronger emotional connection to it, while the perception of the Erbil Citadel as a symbol of the city’s cultural heritage was found to be influenced by residents’ cultural awareness and demographic characteristics, indicating that cultural awareness plays a crucial role in how residents perceive the Citadel’s symbolic significance.

6. Managerial Applications

The contribution of this study has a number of managerial implications for the policymakers, urban planners, and stakeholders involved in the branding of cities and the management of heritage sites. In fact, targeted approaches based on age, gender, and education levels significantly enhance the impacts of branding the Erbil Citadel as a symbol of the city’s cultural heritage. It indicates that the highly educated residents, such as those holding Bachelor’s degrees, Master’s, and PhDs, show more recognition of the cultural and historical importance of the Citadel. On the other side, the less educated, like the illiterate and those at the primary school level, tend to be less appreciative. This calls for targeted cultural education programs to be highly instrumental in effective awareness-raising among less-educated citizens.

Age-related variations in perceptions show that the older residents, especially those aged 60+, have a much weaker appreciation of the Citadel’s visual appeal and its cultural significance. With this, the urban planners will be able to develop schemes on how to involve persons in different age brackets in an effort to ensure those who are older make more approaches toward connecting with the branding efforts of the Citadel.

The findings indicate that females are significantly higher in awareness and perception level than males regarding the visual identification, cultural representation, and symbolic importance of the Citadel. This proves that gender-sensitive strategies need to be implemented in order to develop better engagement with both males and females in the branding of the Citadel.

7. Conclusions

The following are some of the key preliminary findings based on an in-depth analysis of the survey results and the hypotheses tested in relation to the perceptions of Erbil residents towards the Erbil Citadel as a possible brand for the city.

From the results, it can be seen that Hypothesis 1, concerning the difference in perceptions regarding age, has been supported. Indeed, younger residents expressed more positive perceptions with regard to the Citadel.

The findings confirm that Hypothesis 2 indicates the existence of a gender influence on perceptions among residents regarding the cultural importance of Erbil Citadel. In this respect, female respondents attached a higher level of cultural importance to the Citadel when compared to males. The test result for Hypothesis 3 was positive, with the residents who have a high degree of attainment viewing the role of the Citadel in enhancing Erbil’s international reputation more positively compared to the rest of the respondents. Therefore, it means that the awareness of people about the importance of the Citadel through education may enhance its branding potentiality further.

Accordingly, the Erbil Citadel possesses serious potentiality in terms of its application as a brand within the city due to its historical importance and cultural relevance. By using these findings, which include residents’ perceptions, the local authorities will be in a better position to improve their branding strategies in such a way that they not only promote the Citadel but can also instill a source of pride and identity within the residents of Erbil.

This research adds to the literature on branding heritage sites by emphasizing how community involvement and education in culture will enable Erbil to be in a position to develop as a vibrant cultural location in a sustainable manner.

8. Limitations

While this study provides valuable insights into residents’ perceptions of the Erbil Citadel, there are several limitations that should be acknowledged. The study employed a cross-sectional design, which provides a snapshot of residents’ attitudes at a single point in time. Future research could benefit from a longitudinal design to track changes in perceptions over time. Although the sampling strategy aimed to ensure a diverse representation of the Erbil population, there might be biases associated with convenience and purposive sampling. Future studies could consider more robust sampling methods to enhance the generalizability of the findings.

The questionnaire used in this study was designed to capture specific aspects of residents’ perceptions. However, there might be other factors influencing residents’ attitudes that were not captured. Future studies could consider more comprehensive measurement tools to provide a more nuanced understanding in terms of factors affecting the residents’ perceptions, such as economic, political, and social factors.