Urban Branding Through Cultural–Creative Tourism: A Review of Youth Engagement for Sustainable Development

Abstract

Several studies on cultural–creative tourism, urban branding (UB), youth engagement, and sustainability have been conducted in isolation, obstructing comprehensive approaches to UB development challenges. This review article aims to develop an integrated framework representing the complex interrelationships between these factors through a theory-based review and case study analysis. Methodologically, the investigation adopts bibliometric analysis using the VOSviewer software version 1.6.20 to identify thematic clusters across keyword pairings within research from 2000 to 2025, followed by content analysis for classification. The primary result is the Hierarchical–Relational Urban Sustainability (HRUS) framework, which employs a dual-pathway approach: (1) a sequential integration pathway, positioning cultural–creative tourism as the foundational mechanism supporting UB as the central concept, facilitating youth engagement as the key demographic group, and ultimately contributing to sustainability, and (2) a direct relationship pathway, examining specific connections between each factor and sustainability alone. This article contributes the first comprehensive framework that systematically integrates four main themes for sustainable urban development. The HRUS framework facilitates cross-sectoral collaboration by establishing actionable mechanisms for urban planners, universities, and tourism authorities to achieve sustainable urban brand development.

1. Introduction

Currently, cities worldwide strive to establish distinctive identities and branding that resonate both locally and internationally [1,2,3,4,5,6]. This phenomenon has led to the emergence of urban branding (UB) as a strategic approach through which urban areas differentiate themselves by leveraging their unique cultural, historical, and social assets. Furthermore, UB illustrates a multidisciplinary field encompassing architecture, urban planning, marketing, target groups, and cultural–creative tourism studies. It aims at cultivating distinctive place identities for the younger generation and sustainability as the future target group [4,5,7]. This multidisciplinary perspective on UB establishes the foundational context for examining its relationship with cultural–creative tourism and its implications for youth engagement and sustainability.

First, in the development of UB, the trend of applying cultural and creative tourism has emerged as a predominant strategy. This approach facilitates the active engagement of both young residents and visitors in creative and trendy activities that contribute to urban identity development [8,9,10]. These types of tourism integrate tourism with the creative economy through knowledge-based activities, marketing strategies, the latest technological applications, and experiential engagement, especially for youth. Furthermore, cultural–creative tourism facilitates the integration of diverse stakeholders, including residents, visitors, industries, institutions, and associations. It also supports economic vitality while enhancing the urban image and identity as a foundational element [8,9,10]. Moreover, it is important to consider how this approach specifically connects to youth demographics, who represent both the current drivers and future beneficiaries of sustainable urban development.

Several studies suggest that youth engagement in urban policy, planning, and branding represents a significant sustainable factor. This group plays a role in accelerating environmental and social transformations, whose future impacts will affect younger generations [11,12,13,14]. Therefore, the integration of youth engagement with UB through cultural–creative tourism mechanisms emerges as a critical pathway toward sustainability challenges in urban contexts.

Next, regarding sustainable urban development and cities, recent research, including the UN Global Agenda for 2030, focuses on the urgency of urban sustainability through the inclusion of specific objectives for “inclusive, safe, resilient, and sustainable” cities (Sustainable Development Goal [SDG] 11) [15,16]. However, several research problems emerge: First, based on the literature review, attracting youth participation remains a challenge for urban planners, policymakers, and municipal authorities due to a lack of supporting research. The potential benefits of youth engagement, including perspectives and innovative solutions, remain insufficiently explored in UB theories [11,13].

Moreover, studies that include all major keywords related to attracting youth through creative tourism and developing UB toward sustainability have been conducted in isolation, without establishing systematic connections between these interrelated keywords [13,17]. This fragmentation results in a lack of a holistic, comprehensive understanding of how these elements function as an integrated system within UB development contexts.

Therefore, this review article aims to develop an initial framework that represents the interrelationships between four key factors, namely cultural–creative tourism, UB, youth engagement, and sustainability principles, through a theory-based approach and case studies. This study addresses a critical research gap by examining interrelationships between four factors previously studied in isolation. The HRUS framework makes a significant theoretical contribution through its dual-pathway methodology, conceptualizing both sequential integration and direct sustainability relationships within urban development contexts. Furthermore, by positioning youth engagement as a critical target rather than a demographic target, this review article reconceptualizes younger generations’ role in sustainable urban development. Lastly, it proposes evidence-based implications for multiple stakeholders through an analysis of the literature spanning twenty-five years (2000–2025).

Furthermore, the proposed framework addresses practical challenges that cities face when implementing sustainable urban branding through three key mechanisms: (1) establishing pathways from cultural–creative tourism to sustainability outcomes, (2) providing specific youth integration approaches in urban brand development, and (3) enabling the direct assessment of individual components’ contributions to sustainability goals. This dual-pathway framework allows cities to translate theoretical constructs into actionable strategies for practitioners.

2. Methods

2.1. Literature Review Methodology

The methodology adopted was a theory-based review framework. A theory-based review is a systematic approach to synthesizing research focusing on how a specific theoretical framework has been applied. This review emphasizes how the theory has been operationalized and what evidence supports or challenges its propositions. It is particularly valuable for developing theoretical frameworks and helping researchers understand the conceptual foundations that shape the framework [18]. Therefore, this type of review matched the primary objective, which was to develop an initial framework that includes youth engagement in UB, leading to sustainability as the goal presented in

Table 1. Criteria for inclusion and exclusion.

Inclusion	Exclusion
Peer-reviewed studies in English	Non-English studies
Publications from 2010 to 2025 for three keywords (cultural–creative tourism, youth, and sustainability) and from 2000 to 2025 for urban branding	Publications outside the time frame were not selected.
Journals, conference proceedings, and textbooks	Working papers, book chapters, organization websites, and conference abstracts
Categories: business, management, and accounting; computers and composition; computers in human behavior; design studies; arts and humanities; social sciences; and multidisciplinary	Categories other than the ones selected were not included.

.

Next, this review article starts with developing inclusion and exclusion criteria presented in the review article and utilized Scopus as the primary database, encompassing academic literature from journals, conference proceedings, and textbooks. The selection of Scopus as the primary database was guided by several methodological considerations. First, Scopus is the largest database of peer-reviewed studies in social sciences. Second, this database covers multiple keywords relevant to this review (UB, cultural–creative tourism, sustainability, and youth engagement).

Next, due to the lack of studies that cover all the keywords mentioned in the research problems, this review article paired keywords as follows: “urban branding (UB) and cultural creative tourism (CT)”, “urban branding (UB) and youth (Y)”, and “urban branding (UB) and sustainability (S)”. This article searched within the scope of the years 2010–2025 (cultural–creative tourism, youth, and sustainability) to ensure contemporary and updated relevance and 2000–2025 (urban branding) due to the limited information on UB theories. The search parameters included titles, abstracts, and keywords.

Moreover, the research employed keyword co-occurrence analysis through the VOSviewer software, establishing a minimum threshold of three appearances for keyword recognition. VOSviewer is a bibliometric analysis software that visualizes relationships and patterns within academic literature through network mapping using color coding. This analytical approach revealed four distinct clusters, represented in color-coded visualizations (one color per cluster).

Next, the investigation implemented a rigorous content analysis methodology, employing thematic coding processes that prioritized contextual meaning at the sentence and paragraph levels over isolated textual analysis. Reliability validation was conducted through an assessment by a group of researchers, followed by deliberative coding reconciliation, resulting in systematically categorized thematic clusters presented in Table 2.

Table 2. Clusters illustrated in Figure 1, Figure 2 and Figure 3 utilizing the three pairs of keywords from the VOSviewer software.

UB and CT	UB and Y	UB and S
Cluster 1 (red)	Cluster 1 (red)	Cluster 1 (red)
Creativity	A strategic marketing analysis	Sustainable tourism
Cluster 2 (green)	Cluster 2 (green)	Cluster 2 (green)
The economic impact	Creative cities and urban branding	Sustainable city
Cluster 3 (blue)	Cluster 3 (blue)	Cluster 3 (blue)
Cultural–creative tourism and sustainability	Social media integration	Urban economy
Cluster 4 (yellow)	Cluster 4 (yellow)	Cluster 4 (yellow)
Youth and cultural creative tourism	Understanding university students	Sustainable globalization

Table 2. Clusters illustrated in Figure 1, Figure 2 and Figure 3 utilizing the three pairs of keywords from the VOSviewer software.

UB and CT	UB and Y	UB and S
Cluster 1 (red)	Cluster 1 (red)	Cluster 1 (red)
Creativity	A strategic marketing analysis	Sustainable tourism
Cluster 2 (green)	Cluster 2 (green)	Cluster 2 (green)
The economic impact	Creative cities and urban branding	Sustainable city
Cluster 3 (blue)	Cluster 3 (blue)	Cluster 3 (blue)
Cultural–creative tourism and sustainability	Social media integration	Urban economy
Cluster 4 (yellow)	Cluster 4 (yellow)	Cluster 4 (yellow)
Youth and cultural creative tourism	Understanding university students	Sustainable globalization

2.2. Literature Review

2.2.1. Background of Cultural and Creative Tourism

Several studies point out that the concept of creative tourism has evolved from cultural and heritage tourism. The OECD [9] illustrates that creative tourism represents the integration of tourism and the creative economy through trendy and creative activities, connecting tourists with locals and destinations through technology to increase the value of cultural products and experiences [8,19,20,21].

Initially, regarding heritage tourism, Park et al. [22] define it as the inclination to visit mainly historical and heritage sites with artifacts symbolizing the past, emphasizing authenticity. In the case of cultural tourism, the UNWTO [23] defines it as travel driven by cultural motivations, including educational tours, performing arts events, and festival participation. Moreover, regarding the often-confused term cultural heritage tourism, Ismail et al. [24] explain this as travel to locations that accurately portray both historical and contemporary cultures. This term blends elements of both heritage and cultural tourism.

Several studies explain that the evolution from heritage and cultural tourism to creative tourism was driven by tourists’ motivations for authentic and unique experiences [25,26]. Moreover, creative tourism has specifically targeted younger tourists as the main audience. As a result, it can attract a broader audience beyond traditional heritage and cultural tourists [19,21]. Furthermore, Carvalho et al. [27] illustrate that active participation in creative activities through collaboration with local artists and communities leads to self-education and ecological awareness, which contribute to sustainability concepts [8,19]. All comparisons are presented in

Table 3. Comparison of characteristics between heritage, cultural, and creative tourism [8,21,28]. Source: Baixinho et al., 2020, pp.6; Richards & Wilson, 2006, pp. 258; Virginija, 2016.

	Heritage Tourism	Cultural Tourism	Creative Tourism
Timescale	Past only	Past and present	Past, present, and future
Mode of Consumption	Products and heritage locations	Product, process, and cultural locations	Experience and co-creation
Learning	Passive	Passive	Active skill development
Orientations	Sightseeing and heritage preservation	Sightseeing, events, and preservation	Development of creativity in cities, preservation of tradition, and learning
Tourist’s Aim	Historical and heritage attractions	Sightseeing and cultural events	Learning and gaining experience

.

2.2.2. Cultural and Creative Tourism as a Tool for Urban Branding

Cultural and creative tourism provides cities with strategic opportunities to develop distinctive urban brand identities while promoting sustainability. By supporting cultural heritage, cities can create narratives that attract young tourists and inspire local pride. For example, Magelang, Indonesia, utilizes the Borobudur Temple [29], while Huelva, Spain, crafts unique brand stories [30].

Additionally, creative tourism can promote interactive experiences that lead to UB. For example, Lisbon applies this approach by positioning itself as a creative tourism hub [31], demonstrating how active cultural and creative participation can enhance UB and economic development.

Moreover, the application of sustainability in UB has emerged as a new trend in city branding. For example, the “Green Blue Youth Vision 2030” approach in Southern Italy represents how circular economy principles and youth engagement can be integrated into UB strategies. Similarly, Porto, Portugal, emphasizes environmental and social sustainability in its tourism development [31].

In summary, by strategically combining cultural heritage, creative tourism, creativity, and sustainability, cities can develop compelling and distinctive urban brands that resonate with both young visitors and residents.

2.2.3. Background of Urban Branding

The conceptualization of UB emerges from foundational marketing principles, wherein a brand encompasses perceptions, attributes, and emotions that consumers associate with specific establishments, symbols, services, products, or locations [2,3,32]. As an interdisciplinary research domain, UB integrates architecture, urban planning, marketing, and tourism studies. It represents governmental initiatives aimed at establishing distinctive identities for specific areas or regions for subsequent marketing to employees and the general public [4].

Places function as products whose identities and values require strategic design and marketing [33]. Consequently, UB necessitates an integrated approach that considers economic growth, social development, infrastructure, architecture, landscape, the environment, culture, and history to create marketable and universally recognizable identities [34]. The implementation of UB serves multiple objectives, including increasing cultural and creative tourism, attracting investment through competitive differentiation, fostering community development, and reinforcing local identity to mitigate social exclusion. This approach is employed globally to promote local development and commerce [1,2,3]. Recent scholarship also highlights its connection to urban progress, rejuvenation, and quality-of-life enhancement [1]. Moreover, various types of UB exist, as outlined in

Table 4. Difference types of urban branding from studies.

Type of City Branding	Description	Authors
Destination Branding	Focuses on tourism destination marketing, conceptualizing cities/urban areas as destination brands.	[35,36,37]
Branding in the Culture and Entertainment Sector	Arises from the increasing significance of the cultural, leisure, and entertainment sectors in contemporary economies, catering to residents, tourists, and visitors alike.	[38,39,40,41]
Place of Origin Branding	Incorporates a product’s geographical origin into its brand identity, leveraging location-specific characteristics, imagery, and stereotypes as differentiation mechanisms.	[33,42]
Place/City/Urban Branding	Adapts corporate branding principles to place development, examining the applicability of branding methodologies in urban contexts.	[2,3,35,43,44]
Nation Branding	Focuses on the benefits of nation-level branding for tourism promotion and foreign investment attraction.	[45,46,47]

below:

2.2.4. Urban Branding Theories

This literature review section proposes seven significant theoretical concepts that conceptualize UB processes, providing structured approaches to developing, implementing, and evaluating city/urban brand strategies.

Healey [48] presents a cyclical model of city brand establishment comprising four sequential phases: (1) the “moment of opportunity”, where disruption creates awareness of transformation; (2) the “mobilization of interest”, introducing stakeholder collaboration rationales; (3) “agreement”, formalizing collective strategic objectives; and (4) the “institutional design of hard infrastructure”, establishing benchmarks for fairness evaluations.

Kavaratzis [2] identifies six fundamental topics in city branding: actual city identity, claimed identity, perceived identity, the target audience, external perception, and aspirational elements. He conceptualizes branding through a tripartite communication structure encompassing physical elements, promotional instruments, and public discourse, emphasizing the integration of location attributes into universally accepted identities.

Anholt [45] proposes hexagon branding for efficacy assessment across six dimensions: (1) presence (global recognition), (2) place (environmental quality), (3) potential (economic/educational prospects), (4) people (resident characteristics), (5) pulse (lifestyle vitality), and (6) prerequisites (infrastructure functionality).

Beracs et al. [49] bifurcate the branding process into internal (cultural/historical artifact analysis for optimal representation) and external (resident perception of comparative cities) components.

Kavaratzis [3] adapts Thomas Gad’s 4D place branding model, comprising (1) discover (resource gathering through questionnaires, workshops, interviews, and material analysis); (2) define (concise brand positioning reflecting identity uniqueness); (3) design/redesign (translating representations into tangible assets); and (4) deliver (message conveyance through appropriate communication channels).

Demirbag Kaplan et al. [50] apply brand personality constructs to city branding, identifying six dimensions: (1) excitement, (2) malignancy, (3) peacefulness, (4) competence, (5) conservatism, and (6) ruggedness. Their empirical application to Turkish cities demonstrated that distinctive personality traits contribute to differential city positioning.

Fahmi et al. [1] propose a creative city framework incorporating sequential branding elements supported by multiple studies [2,51]: brand identity (desired perception), brand positioning (value proposition), and brand image (audience perception). All summary of urban branding theories are presented in

Table 5. Summary of urban branding theories from eight studies.

Authors	Features
Healey [48]	Moment of opportunity, mobilization of interest, agreement, and institutional design of hard infrastructure
Kavaratzis [2]	What the city indubitably is, what the city says it is, what the city feels it is, whom the city seeks to serve, what the city is seen to be, and what is encouraged and expected
Anholt [45]	Presence, place, potential, people, pulse (spirit), and prerequisite
Beracs et al. [49]	1. Internally: The information gathered from cultural and historic artifacts assists in determining the most favorable and appropriate representation of the city 2. Externally: Insights into the way in which the populace perceives the cities
Kavaratzis [3]	Discover, define, design (redesign), and deliver
Demirbag Kaplan et al. [5]	Excitement, malignancy, peacefulness, competence, conservatism, and ruggedness
Fahmi et al. [1] adapted from studies [2,51]	Brand identity, brand positioning, and brand image

.

These theoretical frameworks collectively illustrate the multidimensional nature of UB processes, emphasizing systematic approaches to identity development, strategic positioning, stakeholder engagement, and communication methodology. Moreover, they highlight the importance of integrating cultural heritage, physical infrastructure, resident characteristics, and communication strategies in developing distinctive urban brand identities.

2.2.5. Theoretical Research Gaps in Urban Branding Studies

In brief, despite literature reviews on these main factors, significant research gaps persist. First, these interconnected themes have been studied in isolation, without establishing systematic relationships between their operational mechanisms. For example, Kavaratzis’s [2,3] and Anholt’s [45] theories offer valuable insights into brand development processes but provide limited examination of youth engagement mechanisms. Demirbag Kaplan et al.’s [5] constructs contribute to city positioning yet offer less guidance on implementation pathways for sustainability integration. Additionally, Fahmi et al. [1] address sequential branding elements but could benefit from expanded exploration of cultural–creative tourism as a foundational mechanism.

Second, while youth engagement is acknowledged as an important target for sustainable development, there is insufficient empirical investigation into its specific role in urban branding. Third, the literature lacks comprehensive theoretical frameworks that conceptualize how these elements function as an integrated system rather than as disparate components. Lastly, existing urban branding theories inadequately address achieving sustainability objectives through cultural–creative mechanisms and demographic targeting. These limitations necessitate the development of an integrated framework that systematically represents the complex interrelationships between these factors.

3. Results

Venn diagram in Figure 4 illustrates relationships between all four keywords and all clusters.

3.1. Urban Branding and Cultural–Creative Tourism

3.1.1. Cluster 1: Creativity

Globally, cities have implemented strategies to establish distinctive cultural identities through creative activities [52,53,54]. Ciuculescu and Luca [52] illustrate how iconic associations with cultural elements contribute to urban brand development. Their research on the European Capital of Culture (ECoC) highlights the effectiveness of cultural programming in enhancing urban identity through creativity (e.g., landmark buildings, notable personalities, and significant cultural events).

Regarding the application of arts and culture, cities can position themselves as cultural and creative hubs [52]. For example, street art tours in London demonstrate how art serves as a cultural and creative product, branding London as a creative destination [55].

Moreover, creative storytelling is a powerful tool for UB, as it promotes place identity. For instance, Valencia and Buenos Aires have leveraged intangible cultural heritage through storytelling, such as the Fallas festivities, to develop their city brands and promote local identity, supported by UNESCO recognition [53]. Similarly, Oaxaca and Malaga emphasize their unique cultural storytelling, attracting young tourists and positioning themselves in the creative tourism market [54].

The evolution of creative clusters presents both opportunities and challenges for urban brand development. McCarthy and Wang [56] explore the complex dynamics of creative district development through their analysis of Beijing’s 798 Art Zone, revealing tensions between cultural preservation and commercial development. Additionally, significant challenges arise in maintaining authenticity within creative UB initiatives. Dai et al.’s examination [57] of Amsterdam’s architectural tourism underscores the delicate balance between mass tourism and cultural preservation. Furthermore, Nieuwland and Lavanga’s study [58] of Rotterdam’s creative entrepreneurs highlights the complexities of achieving equitable urban development through creative initiatives, particularly regarding issues of inclusivity and gentrification.

3.1.2. Cluster 2: The Economic Impact

Studies illustrate that the link between cultural and creative tourism and economic impact is shaped by generative motivations—particularly for youth—along with creative industry development, digital innovation, and market dynamics.

First, generative motivations significantly influence youth participation in cultural heritage tourism. Research indicates that college students’ attitudes, subjective norms, and perceived behavioral control positively correlate with travel intentions [59,60].

Next, in developing economies such as Kenya, digital media and the cultural and creative industries play a crucial role in youth employment [61]. Moreover, market innovation strategies have further enhanced creative tourism through the development of novel tourism products incorporating technology and immersive cultural heritage experiences. As a result, partnerships with local artisans not only create unique tourist offerings but also strengthen local economies and preserve cultural traditions as part of urban identity [62].

Additionally, UB with technological integration (e.g., VR and AR) has created new employment opportunities within the cultural and creative tourism sector for the younger generation. VR technology enables immersive experiences that transcend physical barriers [63], while AR technology enhances on-site cultural heritage experiences by providing real-time historical data and interactive content [64]. These technological advancements have generated specialized roles in digital storytelling, content creation, and experience design. Consequently, the increasing demand for specialized activities and technological facilities in cultural and creative tourism has led to the emergence of new occupations in experience design and digital content creation.

Lastly, UB development—through market innovation and technological integration in creative tourism—can increase youth visitor satisfaction, employment, and economic activity within local communities. This economic revitalization extends beyond direct tourism employment, stimulating growth in ancillary industries and creating a multiplier effect that enhances regional economic prosperity.

3.1.3. Cluster 3: Cultural–Creative Tourism and Sustainability

While the complexity of tourist behavior has been extensively studied since the 1970s through various analytical models, recent academic attention has increasingly focused on youth as the emerging market of the future in relation to sustainability [65,66,67].

Generations Y and Z exhibit unique characteristics in their approach to cultural, creative, and sustainable tourism. Regarding sustainable tourism for youth, studies illustrate that creative tourist experiences significantly enhance engagement and satisfaction, transforming cultural heritage into enriching experiences while promoting sustainable resource management [68]. Moreover, the integration of the latest technologies, including virtual reality (VR) and augmented reality (AR), has emerged as a significant tool in enhancing young visitor engagement while supporting sustainable cultural heritage tourism practices.

Furthermore, community engagement, community inclusion, and social innovation are critical elements of youth engagement with sustainable cultural tourism. Research indicates that involving young generations in tourism planning through social innovation leads to more inclusive and sustainable development outcomes [69].

Moreover, studies suggest that integrating sustainable tourism into creative tourism could lead to several benefits, such as increased economic opportunities by promoting local products and services. This not only strengthens the local economy but also encourages local and social innovation [19]. Additionally, this approach supports cultural authenticity and helps prevent the loss of cultural and urban identity due to globalization, contributing to sustainability goals [70].

Lastly, regarding community engagement, collaborating with local communities through creative tourism ensures that these activities align with local needs and values. This fosters social cohesion and empowers local communities to benefit from creative tourism, leading to long-term sustainability.

3.1.4. Cluster 4: Youth and Cultural–Creative Tourism

First, regarding creative experiences, recent studies illustrate that youth tourist participation in cultural and creative tourism is shaped by generational characteristics, technological integration, and experiential preferences. Research highlights that younger tourists, specifically Millennials and Generation Z, prioritize experiential value over material possessions. They seek culturally enriching and unique experiences [71]. This shift is crucial for tourism industries in maintaining cultural offerings as a key motivator for youth destination selection [72].

Moreover, studies indicate that cultural and creative experiences directly and indirectly influence young tourists’ likelihood of revisiting cultural and creative activities [73,74]. Furthermore, creative tourism with active participation and co-creation with locals appeals to young tourists seeking engaging experiences, positioning it as a more sustainable alternative to traditional mass tourism approaches [27].

Additionally, regarding technology, the latest innovations play a pivotal role, with social media platforms such as Instagram and YouTube significantly influencing young tourists’ destination perceptions and travel motivations [74,75]. This technological trend has led to the development of digital marketing techniques aimed at fostering emotional connections between young tourists and destination brands [76].

Lastly, while research on youth behavior in tourism is abundant [65,66,67], there remains a research gap in understanding their specific needs within cultural and creative tourism and UB. This suggests a significant avenue for future research.

3.1.5. Analysis of Urban Branding and Cultural–Creative Tourism Clusters

The literature analysis of UB and cultural–creative tourism illustrates four distinct thematic clusters: Cluster 1 (creativity) demonstrates how cities can leverage creative activities, cultural storytelling, and artistic infrastructure to establish distinctive urban identities. Cluster 2 (economic impact) highlights the significant economic implications of integrating creative tourism within UB frameworks. It is reflected through employment generation, technological innovation, and regional economic diversification with youth engagement. Cluster 3 (sustainability) examines how cities achieve successful sustainability within their brand identities. Cities can establish competitive advantages while simultaneously advancing environmental, cultural, social, and economic objectives within increasingly complex urban brand development. Cluster 4 (youth engagement) illustrates how UB strategies effectively engage youth demographics by leveraging participatory approaches. This section positions youth as co-creators rather than passive consumers of urban narratives, facilitating deeper emotional connections and brand loyalty.

In summary, cultural–creative tourism functions as a foundational mechanism for urban brand development through distinct pathways: creative placemaking that transforms cultural assets into expressions of urban distinctiveness, economic generation through creative sector development and technological innovation, sustainability enhancement via cultural preservation and community engagement, and demographic targeting that resonates with youth preferences for experiential co-creation and technological mediation. This integrated approach enables cities to establish culturally authentic and competitive urban brand identities that simultaneously achieve economic development.

3.2. Urban Branding and Youth

3.2.1. Cluster 1: A Strategic Marketing Analysis

Currently, the identity of urban youth is shaped by globalization trends and media influences. Gbadamosi [77] and Kartik et al. [78] support this trend, emphasizing the significance of symbolic consumption among youth, where products and places serve as expressions of personal and social identities. This suggests that effective youth engagement requires an understanding of youth identity formation and global trends within urban contexts [11].

Technology also plays a significant role in contemporary youth engagement strategies. Santo et al. [79] support this through the Youth Neighborhood Mapping Initiative, which leverages technological platforms to facilitate youth participation in community development and urban planning. Moreover, Wang et al. [80] extend this understanding to travel behavior, revealing how youth-oriented values influence online conspicuous consumption patterns. These findings highlight the importance of digital integration in UB strategies.

Regarding other factors, Newall and Steel [81] identify creativity, authenticity, emotional connections, social consciousness, and relationship-building as key elements that resonate with young tourists. They illustrate the effectiveness of cause-related marketing with anthropomorphized brand messaging in fostering youth engagement. This cluster suggests that successful UB for youth requires an integrated approach that combines identity, authentic storytelling, technological engagement, and cultural sensitivity. Understanding the nature of youth tourist identity and its relationship to urban spaces is essential for developing effective branding strategies.

3.2.2. Cluster 2: Creative Cities and Urban Branding

Cities increasingly recognize the value of creative assets in targeting youth within UB development. For example, Valencia’s transition from large-scale infrastructure projects to promoting international events and local cultural heritage exemplifies this shift. This case highlights bottom-up value creation and sustainable development within creative city frameworks [82]. Similarly, London’s integration of street art tours into its UB strategy demonstrates how cities can leverage creative expressions to enhance their image as cultural and creative hubs [55].

Moreover, Sitas [83] examines how youth-led projects like Dlala Indima in South Africa challenge conventional cultural planning paradigms by prioritizing participatory practices and community engagement. Chatterton and Hollands [84] support the concept of “urban playscapes” and nightlife, highlighting the complex relationship between youth engagement, urban spaces, and environments.

The concept of everyday creativity in urban environments is particularly important for young tourists. Camozzi [85] explores how young generations in Milan navigate and shape urban spaces through daily practices, contributing to the creative city narrative. This interaction between youth, creativity, and urban space underscores the importance of considering informal cultural practices in UB strategies. Furthermore, urban festivals in Stockholm and Warsaw serve as tools for creating creative urban experiences and reshaping city identities through creative expression [86].

3.2.3. Cluster 3: Social Media Integration

Currently, social media platforms play a crucial role in contemporary UB strategies, particularly for youth tourists. Kádár and Klaniczay [87] demonstrate how urban festivals in Budapest use Instagram to promote cultural heritage, effectively engaging both local and tourist populations in sustainable tourism practices. Ozer et al. [88] also highlight how ‘Cittaslow’ campaigns leverage social media to enhance the visibility of smaller urban destinations, fostering emotional connections with these locations through digital and social media engagement.

Wallace et al. [89] illustrate that branding through social media interactions enhances young tourists’ willingness to participate in value co-creation creative activities. This phenomenon extends beyond commercial applications. Goodman et al. [90] further support this by examining the Obama campaign’s social media strategy, which successfully mobilized youth participation in civic activities. Hence, these studies suggest potential applications of social media in UB aimed at fostering community development and civic engagement among youth tourists.

3.2.4. Cluster 4: Understanding University Students

Several studies emphasize the importance of incorporating university student perspectives and collaborating with universities in branding to ensure alignment with their needs and aspirations [91,92,93]. Regarding universities as a significant factor, Brandt and de Mortanges [94] identify key factors influencing university students’ choices, including nightlife activities, demographic composition, and historical heritage. These findings align with Sarac et al.’s study [92] at Kastamonu University, which highlights the significance of cultural assets and initial impressions in shaping students’ perceptions of city brands. Moreover, Duque Oliva and Sánchez-Torres [95] explore how cognitive and affective images influence university students’ perceptions of university cities.

Furthermore, studies illustrate that university students prioritize environmental quality and housing availability over cultural offerings and employment opportunities [91,93]. This finding suggests the need for comprehensive UB strategies that address both practical and aspirational aspects of student life. Young’s comparative analysis of Seoul and Taipei [96] further demonstrates how UB can enhance city competitiveness through improved infrastructure and amenities aligned with youth interests.

3.2.5. Analysis of Urban Branding and Youth Clusters

Cluster 1 (strategic marketing analysis) identifies fundamental youth characteristics shaped by globalization, symbolic consumption patterns, and technological integration, establishing the necessity for UB strategies to recognize youth as consumers of places with distinctive identity formation processes.

Cluster 2 (creative cities) demonstrates how urban environments leverage creative assets to engage younger demographics through participatory frameworks, everyday creativity, and experiential engagement, positioning youth not merely as target audiences but as co-creators of urban experiences.

Cluster 3 (social media integration) illustrates the critical function of digital platforms in facilitating youth-oriented UB through content creation, emotional connection development, and community participation, establishing bidirectional communication mechanisms that transcend conventional marketing approaches.

Cluster 4 (university students) provides targeted insight into a specific youth demographic segment with distinct preferences, emphasizing the necessity for strategic partnerships with educational institutions and targeted positioning that addresses both functional needs and aspirational elements.

In summary, youth populations can be considered co-creators who contribute authentic narratives and creative content through technological platforms and participatory frameworks. Additionally, this group can serve as brand ambassadors, disseminating urban identities through social media and interpersonal networks. Moreover, they act as economic influencers, driving creative sector development and innovation. Lastly, they function as demographic bridges, facilitating intergenerational brand continuity while ensuring the long-term sustainability of urban identities. These multidimensional contributions establish youth engagement as an essential strategic component rather than merely a targeted marketing segment in comprehensive UB approaches.

3.3. Urban Branding and Sustainability

3.3.1. Cluster 1: Sustainable Tourism

Ozer et al. [88] propose the ‘Cittaslow’ project in small urban destinations, employing quantitative methods to examine how social media campaigns influence visitor engagement through mediating factors such as brand identification. This research provides empirical evidence for the effectiveness of sustainable tourism in linking UB with smaller urban settings.

Moreover, urban memory preservation emerges as a significant factor in sustainable tourism development. A case study of Misi Village, Turkey, highlights tensions between commercial tourism development and cultural preservation [97]. This research aligns with the examination of cultural urban festivals, demonstrating how local events contribute to sustainable tourism through participatory engagement and social media documentation [87].

Furthermore, communication strategies play a significant role in the effectiveness of sustainable place branding. Marchi et al. [98] propose text mining methodologies to analyze European cities’ sustainability communications, revealing disparities in balancing environmental, socio-cultural, and economic messaging. Garanti et al. [99] further support the impact of sustainable place branding on destination image and visitor loyalty, particularly in the post-pandemic context.

3.3.2. Cluster 2: Sustainable City

Regarding green city initiatives, Mitchell et al. [100] provide a quantitative analysis of China’s Sponge City Program (SCP), documenting efforts to achieve 80% urban land drainage through Blue–Green Infrastructure by 2030. Their study illustrates how green city branding can facilitate investment through innovative financial instruments, though current strategies require refinement to align with specific project requirements. De Jong et al. [101] further analyze Middle Eastern cities, illustrating the implementation gap between sustainability branding and actual environmental outcomes, particularly in rapidly developing urban centers.

Moreover, cultural heritage preservation emerges as a crucial factor in sustainable UB frameworks. Rivero Moreno [102] highlights the H2020 ROCK project, which demonstrates how European cities leverage cultural assets to foster community cohesion and sustainable development. Additionally, Yang et al. [103] present a comprehensive analytical framework applied to the Yangtze River Delta region, incorporating multiple sustainability indicators across economic, environmental, infrastructural, and governance dimensions.

3.3.3. Cluster 3: Urban Economy and Sustainability

Urban circular economies (UCEs) are recommended as fundamental drivers of sustainable development. Cervantes Puma et al. [104] explain how UCEs contribute to achieving SDGs through a quantitative analysis of resource efficiency metrics and renewable energy integration. Their methodology focuses on measuring responsible consumption patterns and regenerative practices, providing empirical evidence for the effectiveness of the circular economy in urban sustainability transitions.

Research on Chinese eco-industrial parks also employs econometric analysis to demonstrate significant economic benefits. This research examines pilot cities experiencing 7.47% to 7.61% growth in urban economies. This quantitative assessment provides strong evidence of the positive correlation between industrial sustainable development policies and urban economic performance.

Furthermore, regarding digital economy integration, Ding and Luo [105] propose that digital technologies influence urban carbon emissions through transportation infrastructure improvements and industrial transformation. Their study reveals that polycentric spatial structures enhance the effectiveness of digital interventions in promoting low-carbon development, particularly in urban agglomerations with advanced green technologies.

Next, urban agriculture presents opportunities for enhancing food security and economic development. Pillai [106] conducted a case study analysis to evaluate the impact of urban farming initiatives on dietary sufficiency and income generation. Pillai’s study highlights technological access and policy support as critical variables affecting implementation success and contributing to sustainability.

Additionally, in the context of urban green spaces (UGSs) in sustainable tourism, Lv et al. [107] use mixed-methods research to analyze how UGSs contribute to sustainable tourism outcomes through economic, social, and environmental benefits. The results underscore the importance of strategic planning in maximizing the economic potential of green initiatives.

3.3.4. Cluster 4: Sustainable Globalization

First, green infrastructure concepts represent the potential for aligning globalization in UB with sustainability goals, as mentioned in [100,101]. Moreover, cultural heritage preservation is considered a crucial component in sustainable UB strategies. This finding is further supported by Ciuculescu and Luca’s research [52] on the ECoC initiative, which illustrates the potential for cultural branding to enhance both city image and sustainability outcomes.

Regarding governance structures and stakeholder engagement, Naef [108] provides an example from Medellín, Colombia, illustrating tensions between official resilience branding narratives and community demands for structural change and emphasizing the importance of authentic community engagement.

3.3.5. Analysis of Urban Branding and Sustainability Clusters

Cluster 1 (sustainable tourism) illustrates how tourism-oriented UB incorporates sustainability through slow tourism approaches, cultural preservation frameworks, and strategic communication methodologies. These approaches establish sustainability as a distinctive positioning element while supporting environmental and cultural conservation objectives. Cluster 2 (sustainable city) represents infrastructure-focused approaches to sustainable UB, particularly through green infrastructure development, cultural heritage preservation, and systematic indicator frameworks. It also demonstrates how physical urban transformations serve as tangible manifestations of sustainability-oriented brand identities. Cluster 3 (urban economy) highlights the economic dimensions of sustainable UB through circular economy implementation, eco-industrial development, digital transformation, urban agriculture, and green space integration. These approaches position sustainability as a driver of economic innovation and UB development. Cluster 4 (sustainable globalization) focuses on ecological outcomes. Additionally, cultural heritage emerges as an integral component of globalized sustainability, while governance dimensions underscore the necessity of authentic stakeholder engagement for effective implementation.

In summary, the integration of sustainability objectives into UB represents a shift from conventional place marketing approaches toward more strategic brand development. First, sustainability functions as a distinctive positioning element that enhances competitive differentiation within increasingly homogenized global urban contexts. Next, sustainability approaches enable meaningful stakeholder engagement through participatory governance mechanisms, strengthening brand authenticity while addressing diverse community needs. Moreover, sustainable UB enhances investment attraction through green infrastructure development, aligning environmental objectives with quality-of-life improvements. Finally, sustainability integration ensures long-term brand resilience by fostering adaptive capacity development, allowing cities to respond to emerging environmental, social, and economic challenges.

3.4. Case Studies

3.4.1. Huelva, Spain [30]

This research demonstrates how systematic youth engagement can enhance brand authenticity and sustainability. It employs a mixed-methods approach with qualitative focus groups (n = 13), in-depth stakeholder interviews (n = 10), and quantitative survey data (n = 1083). The study’s results reveal that youth engagement (47.92% of participants) significantly influenced brand narrative development and implementation strategies. The Huelva case illustrates how digital integration and cultural heritage interpretation can effectively merge youth perspectives, creating a more dynamic and authentic urban brand. Notably, the results highlight that successful youth-oriented city branding requires stakeholder engagement, digital adaptation, and cultural sensitivity.

3.4.2. Rio de Janeiro and Montreal [109]

This research suggests that city branding can be effectively developed through youth engagement by leveraging live music and cultural infrastructure. First, cities should create youth-centric music venues and cultural spaces that encourage participation and creativity. Next, they should integrate digital and social media platforms where young people can contribute to the city’s narrative and identity. Cities should support local young artists and musicians and develop youth councils and advisory boards to directly influence branding initiatives. Engaging youth effectively requires focusing on both physical infrastructure (venues and creative hubs) and digital presence (social media and online platforms). The key is to create opportunities for young people to not only participate in but also shape the city’s cultural narrative.

3.4.3. Budapest, Hungary [87]

This study explores sustainable urban tourism through the project Budapest100, a cultural festival centered on built heritage. Utilizing Instagram data analysis with the hashtag #budapest100, this study examines how social media facilitates UB and community engagement. The results reveal how cultural festivals can transform urban heritage perception, with Instagram serving as a co-creation platform. Young tourists effectively contribute to branding lesser-known architectural urban spaces, demonstrating the potential of community-driven tourism experiences. In summary, this research highlights the role of participatory cultural events in reimagining urban heritage, suggesting that social media-enabled place branding can create more inclusive and sustainable tourism experiences.

3.4.4. Târgu Secuiesc, Romania [110]

This study explores innovative approaches to UB that prioritize youth participation. It examines how a small Romanian city addresses migration concerns and community sustainability through comprehensive youth-centric strategies. A targeted survey of 600 participants aged 14–35 provided insights into the local youth experience. The results revealed notable perspectives among local youth. Seventy-two percent of participants envisioned their future within the country, with 58% specifically preferring the Szeklerland region. Additionally, 85% of respondents actively participated in community activities, while 92% expressed positive attitudes toward family formation, indicating a strong connection to local community structures. Moreover, the city’s strategies included establishing youth councils, launching a youth fund, and developing a participatory budgeting mechanism. In summary, by positioning youth as active contributors rather than passive recipients, Târgu Secuiesc challenges traditional top-down urban planning and branding models.

4. Developing the Hierarchical–Relational Urban Sustainability (HRUS) Framework

The HRUS framework is grounded and supported by theoretical foundations in the previous section. First, the framework, positioning cultural–creative tourism as a foundational mechanism, is supported by several studies in Section 3.1 [52,53,55]. These studies propose how cultural elements contribute to urban brand development through creative placemaking.

Second, urban branding’s central position aligns with established place identity constructs [1,2,3,45]. Studies in Section 3.2 establish how urban brands transform cultural assets into cohesive community narratives that are further reinforced by research on creative cities [82,83].

Third, youth engagement functions as a critical demographic interface, as established by contemporary urban planning research [11,12,13], positioning younger generations as essential sustainability agents rather than passive beneficiaries. This aligns with findings in Section 3.2.4 on university student perspectives in urban brand development [91,93,94].

Lastly, sustainability as the ultimate objective corresponds with approaches identified in Section 3.3, including heritage preservation [102], circular economy implementation [104], and green infrastructure development [100]. These approaches represent interrelated pathways to sustainability outcomes, as further supported by sustainable place branding [98,99].

The dual-pathway methodology acknowledges that while sequential integration represents the primary mechanism, direct relationships between individual elements and sustainability exist simultaneously, establishing the HRUS framework as an explanatory model grounded in systematic relationships identified through content analysis spanning twenty-five years of urban branding research (2000–2025).

After reviewing all the literature and presenting all clusters in the previous section, this section illustrates how all the information is grouped and represented within a new framework to demonstrate how these factors can be applied to UB. This initial theoretical framework represents the complex relationships between cultural–creative tourism, UB, youth engagement, and sustainability in detail, as presented in Figure 5. It follows a dual-pathway methodology as described below:

The left-hand side pathway: This analytical dimension examines how each component interacts with preceding elements in pairs:

• Cultural–creative tourism as the foundational implementation mechanism;
• UB as the central conceptual framework;
• Youth engagement as the demographic target group;
• Sustainability as the ultimate objective.

The right-hand side pathway: This dimension explores the specific, direct relationships between sustainability and each element:

• Sustainability and cultural–creative tourism;
• Sustainability and UB;
• Sustainability and youth engagement.

4.1. Cultural–Creative Tourism and Urban Branding

4.1.1. Creative Placemaking and Urban Identity

Cities can transform their brand image by strategically utilizing cultural assets such as landmark buildings, notable local personalities, and significant cultural events. Creative expressions and activities, including public art like street art tours, play a key role in positioning urban areas as vibrant cultural destinations. Through innovative cultural and creative programming, cities can develop memorable and unique brand identities that distinguish them from other urban spaces [6,7,52,55].

4.1.2. Storytelling Development Through Cultural Heritage

Cultural heritage storytelling is regarded as a compelling strategy for developing authentic urban narratives and strengthening UB. By leveraging intangible cultural elements such as local festivals, storytelling, myths, and traditions, cities can create powerful, distinctive brand identities that resonate with both residents and tourists. Storytelling not only promotes local identity but also serves as an effective marketing tool, positioning cities within the creative tourism market and attracting young visitors through unique and meaningful experiences [20,53,54].

4.1.3. Developing Creative Districts

These creative urban spaces are considered dynamic environments that embody a city’s cultural identity and creative vision. The development of creative districts involves navigating complex challenges, including balancing cultural preservation with commercial interests and implementing participatory development approaches. Creative districts effectively transform urban landscapes into living, evolving manifestations of UB and creative potential [56,82].

4.1.4. Applying Sustainable Positioning

Cities are increasingly incorporating environmental and social sustainability as key differentiators in competitive UB markets. By embracing circular economy concepts and sustainable development approaches, urban areas can create distinctive brand identities that appeal to environmentally conscious visitors and residents. This strategic focus on sustainability not only enhances a city’s innovative image but also demonstrates a commitment to social and ecological responsibility [6,31].

4.1.5. Integrating Digital Technologies and Social Media

Platforms like Instagram enable cities to showcase their unique cultural and creative assets, engaging both local residents and tourists. Notably, these digital approaches are particularly valuable for smaller urban destinations seeking to increase visibility and cultural appeal. Through digital and social media, cities can create more dynamic, interactive, and globally accessible representations of their cultural identities [87,88].

4.2. Urban Branding and Youth Engagement

4.2.1. Understanding Youth Perception and Integrating Universities

University students play a crucial role in understanding and shaping urban brand development. Studies indicate that students are particularly interested in environmental quality and urban design processes. Their perception of UB is influenced by several factors, including nightlife, demographic makeup, historical significance, and cultural assets. Consequently, university student participation can significantly impact urban brand authenticity and how young people engage with urban spaces [91,92,94].

4.2.2. Integrating Digital and Social Media Platforms

Technologies offer innovative approaches to youth participation, including neighborhood mapping and documenting travel behaviors. Social media platforms, such as Instagram, play an essential role in promoting cultural heritage and urban experiences while also facilitating interactive engagement for youth. Moreover, cities can gain deeper insights into youth preferences, encourage value co-creation, and develop more dynamic and participatory UB strategies that resonate with younger audiences through these technologies [79,80,87,89].

4.2.3. Fostering Creative Cities

The development of creative cities is increasingly shaped by youth engagement and innovative urban experiences. Urban festivals and everyday creative activities play a crucial role in transforming and reimagining urban brand identities. The concept of ‘urban playscapes’ highlights the importance of creating dynamic spaces that encourage youth participation and creative expression. Cities should promote innovative environments, including nightlife and recreational spaces, as key mechanisms for developing distinctive urban narratives and fostering a vibrant, creative urban culture [84,85,86].

4.2.4. Integrating Universities in Urban Brand Development

Educational institutions play a significant role in enhancing urban brand authenticity, with research demonstrating substantial student participation in city branding strategies. Municipalities are increasingly adopting youth-centric approaches to address demographic challenges and strengthen local community connections. By actively involving university students in urban development, cities can create more dynamic, authentic, and forward-looking brand identities that resonate with young generations [30,110].

4.3. Youth Engagement and Sustainability

4.3.1. Understanding Sustainable Consumption Among Youth

Younger generations, particularly Millennials and Gen Z, exhibit distinct characteristics that are shaped by technological advancements and meaningful social experiences in sustainable tourism. However, they often encounter structural barriers that limit their ability to engage in sustainable practices. Therefore, urban planners and policymakers must develop strategies that address these barriers, thereby making sustainable tourism and consumption more accessible for youth [59,65,67].

4.3.2. Sustainable Resource Management

Creative experiences play a crucial role in enhancing youth participation and satisfaction in sustainable resource management. Experiential authenticity is recognized as a key mechanism for promoting sustainable outcomes. Emerging technologies such as VR and AR provide innovative tools to motivate youth involvement in sustainable cultural heritage and urban development, offering immersive and engaging ways to connect young people with sustainability initiatives [68,73].

4.3.3. Community Participation and Sustainable Development

Creative tourism serves as a powerful method to align with local community needs and values. Innovative structures, such as youth councils and participatory budgeting, offer formal pathways for young people to contribute to sustainable development. These approaches not only foster social cohesion but also create long-term opportunities for meaningful community involvement in sustainability [69,110].

4.3.4. Cultural Sustainability

Through participation in cultural and creative tourism, younger generations play a significant role in preserving local identities and counteracting the homogenizing effects of globalization. Their involvement ensures that cultural traditions remain dynamic, relevant, and resilient in the face of rapid global changes [70,111].

4.4. The Dual Hierarchical Component Integration Assessment of Direct Sustainability Relationships

From a methodological perspective, it is important to analyze whether all elements should be examined in direct paired relationships with sustainability as the final goal.

4.4.1. Sustainability and Cultural–Creative Tourism

Cultural–creative tourism is recognized as an approach to sustainable development, transforming traditional tourism into an active, participatory creative experience. By integrating cultural preservation and economic innovation, it reflects multiple dimensions of sustainability. This approach promotes local traditions, stimulates economic growth, and fosters cross-cultural understanding through collaborative engagement between tourists, local communities, and various stakeholders, ultimately contributing to sustainability.

4.4.2. Sustainability and Urban Branding

The literature explains that effective UB requires a holistic methodology encompassing green city initiatives, circular economy principles, and digital technology interventions. Green city branding could represent a significant integration between UB and sustainability. The findings suggest that effective green UB requires substantial implementation rather than superficial marketing narratives, with authenticity emerging as essential for long-term effectiveness and credibility.

Moreover, cultural heritage preservation, when integrated into urban brand storytelling, strengthens UB’s role in achieving sustainability outcomes. Additionally, applying urban circular economies could serve as a sustainable UB approach by incorporating resource efficiency, waste reduction, and regenerative practices into urban development and promoting these principles in urban brand storytelling.

Furthermore, digital technologies can enhance urban sustainability through improvements in transportation infrastructure and smart city storytelling. For example, literature reviews suggest the effectiveness of digital interventions in promoting low-carbon development, further reinforcing the connection between UB and sustainability.

4.5. Practical Application of the HRUS Framework Pathways

The HRUS framework provides two implementation pathways that stakeholders can operate through structured processes. This section outlines practical application guidelines for both approaches.

4.5.1. Sequential Integration Pathway Implementation: The Left Pathway Follows a Hierarchical Implementation Process

Step 1: Cultural–Creative Tourism Development: Firstly, stakeholders should conduct cultural asset mapping to identify heritage resources and creative opportunities. Next, they should develop innovative tourism products that highlight the city’s cultural characteristics through experiential workshops, artistic collaborations, and storytelling initiatives.

Step 2: Urban Brand Strategy Development: Stakeholders should develop comprehensive branding strategies that incorporate cultural assets into cohesive narratives through brand positioning workshops, communication strategy development, and city image analysis.

Step 3: Youth Engagement Integration: Stakeholders should establish formal youth participation structures through university partnerships, youth advisory councils, and digital platforms. They must position young people as co-creators of UB activities.

Step 4: Sustainability Integration: Stakeholders should align all preceding elements with sustainability goals through environmental impact assessments, cultural preservation metrics, and economic viability studies.

4.5.2. Direct Sustainability Relationship Implementation: The Right Pathway Establishes Direct Connections Between Individual Components and Sustainability

Cultural–Creative Tourism → Sustainability: Stakeholders can implement cultural sustainability audits that directly evaluate tourism initiatives’ contributions to cultural preservation, environmental stewardship, and community well-being.

Urban Branding → Sustainability: Stakeholders can incorporate sustainability principles into brand positioning through green city certification, sustainable urban imaging, and communication strategies that highlight environmental responsibility.

Youth Engagement → Sustainability: Stakeholders can develop youth-led sustainability initiatives, participatory environmental monitoring, and intergenerational equity programs through youth councils and educational partnerships.

5. Conclusions

As mentioned in the introduction, the primary research problem highlights the isolation of interrelated factors, including cultural–creative tourism, UB, youth engagement, and sustainability. These elements are not systematically connected in a way that effectively represents UB development.

In comparing the HRUS framework with existing theoretical approaches in urban branding from Table 5, such as Kavaratzis [2,3], Anholt [45], and Demirbag Kaplan et al. [50], this review article proposes a significant contribution by reconceptualizing these previously isolated domains into an integrated framework. It illustrates both progressive implementation and direct sustainability relationships. Furthermore, while Healey (2020) [48] and Kavaratzis [2,3] emphasize process-oriented approaches, the HRUS framework uniquely positions youth engagement as a critical factor rather than a demographic target. This represents a fundamental shift from traditional urban branding theories that prioritize physical infrastructure and promotional instruments without adequately addressing the hierarchical relationships between the four factors within a unified framework.

In response to these challenges, this review article developed the Hierarchical–Relational Urban Sustainability (HRUS) framework, as represented in Figure 5. It conceptualizes the complex relationships between all factors within UB contexts. This framework addresses the research aim by demonstrating the interrelationships between these elements through a theory-based review and case study analysis.

The HRUS framework follows a dual-pathway methodology, illustrating both the sequential integration of factors (left side) and their direct relationships with sustainability (right side). The left pathway examines progressive, hierarchical relationships, where (1) cultural–creative tourism serves as the foundational implementation mechanism, (2) supporting UB as the central conceptual framework, (3) facilitating youth engagement as the target group, and (4) ultimately contributing to sustainability as the final goal.

The right pathway investigates the direct relationships between sustainability and each factor. First, sustainability relates to cultural–creative tourism through environmental stewardship, cultural preservation, economic diversification, and social cohesion. Next, sustainability is connected to UB via green infrastructure development, heritage preservation, circular economy implementation, and digital innovation. Finally, sustainability is link to youth engagement through consumption patterns, experiential participation, community development, and cultural authenticity.

This review article contributes to both theoretical understanding and practical implementation within UB contexts. Theoretically, the HRUS framework provides a systematic conceptualization of the multidirectional relationships between previously isolated research domains, establishing a comprehensive understanding of urban sustainability through these four key factors.

6. Study Limitations

Database limitation: This review article relied primarily on the Scopus database due to its comprehensive coverage in social science categories. However, this approach excludes potentially valuable research from region-specific databases, such as SciELO (Latin America), CNKI (China), J-STAGE (Japan), and AJOL (Africa). Additionally, non-English language publications from Asia, the Middle East, and Eastern Europe likely contain cultural perspectives on urban branding not represented in Scopus-indexed journals.

Framework validation: The initial framework represents a theoretical model derived exclusively from literature synthesis. As a theoretical construction, the framework lacks empirical validation, evaluation, and testing.

Limited geographic coverage: Regarding the limitation of research articles, the development of the framework mostly relies on European case studies. Moreover, this review does not address the different cultural values regarding youth participation across diverse regions such as Asia, Africa, or Latin America. This Western academic information may result in prescriptive solutions that fail to consider local cultural nuances and social dynamics.

Missing risk discussion: This article does not identify and analyze potential risks associated with political or social resistance to youth engagement or the commercialization of authentic cultural heritage. Additionally, the framework does not address potential conflicts between stakeholder interests or how to manage situations where youth priorities conflict with municipal planning objectives.

Different government systems: The framework does not consider that cities operate under very different government systems. Some cities have more freedom to make their own decisions, while others must follow strict national rules. This article does not cover how to adapt the framework for cities with different political structures or levels of authority.

7. Practical Implications

The HRUS framework is suitable for several stakeholders, including urban planners, policymakers, youth, universities, and creative tourism authorities, contributing to the design of unique UB. The framework promotes cross-sectoral collaboration, aligning various sectors such as tourism development, cultural resource management, youth engagement, and sustainability objectives. Hence, multiple stakeholders can collaborate effectively to achieve multidimensional outcomes, leading to sustainable UB efficiency as follows:

• For urban planners

Urban planners should identify and leverage existing cultural–creative tourism assets as foundational mechanisms. Additionally, they should develop these into comprehensive urban branding strategies that position the city uniquely in the global market. Next, they must establish formal youth engagement structures (advisory councils and digital platforms) to ensure this demographic group actively participates in shaping urban branding. Finally, planners should ensure all initiatives directly contribute to sustainability goals through environmental impact assessments, cultural preservation measures, and economic viability studies.

• For universities

Universities should operationalize the framework by first partnering with local cultural tourism organizations where students can co-create cultural experiences and urban branding content. Next, universities must include urban branding courses in their curricula. Students should drive sustainability initiatives through research projects and pilot programs that advance sustainability goals.

• For creative tourism authorities

Creative tourism authorities should develop diverse cultural–creative tourism products (e.g., experiential workshops, artistic collaborations, and digital storytelling initiatives) that serve as foundational mechanisms for urban brand differentiation. Next, they should include these tourism offerings while creating youth-centric programming (influencer partnerships, social media campaigns, and co-creation platforms) that position young visitors as active brand ambassadors. Significantly, all tourism products should directly advance sustainability objectives through environmental stewardship, cultural preservation, and community economic development.

8. Future Research

Comparative cross-cultural studies: Most case studies in the literature review illustrate European contexts, limiting transferability to other regional areas. Future research should look beyond European cities to see how the HRUS framework works in different cultural settings. Studies should examine how local cultural values affect how young people participate in UB development. They should address specific challenges in different cities. Research should also look at how different approaches to preserving cultural heritage and various types of UB might require adjustments to the framework. These approaches would help make the framework more useful worldwide and enable its adaptation to local conditions and practices.

Youth as the main representative: Future research should establish youth as the main sample group by collecting data through both qualitative and quantitative methods to examine and implement framework results.

Examining successful and unsuccessful case studies: Future research should systematically examine both successful and unsuccessful implementations of cultural–creative tourism in urban branding contexts. This would enable the identification of critical success factors versus failure points, providing more practical guidance for practitioners.

Testing, refining, and evaluating approaches: The framework currently remains a theoretical model derived from literature reviews and requires empirical validation. Future research should apply framework testing through multiple research methods and stakeholder engagement (e.g., urban planning professionals, youth, tourism authorities, and sustainability practitioners). This evaluation approach would enhance the framework’s validity by incorporating academic and practitioner perspectives and assessing its real-world applicability across diverse stakeholder contexts.

Methodological framework for testing: To validate the HRUS framework, future research should apply a mixed-methods approach across 3–5 diverse urban contexts. Quantitative methods would assess economic indicators (tourism revenue and creative sector employment), environmental impacts, and social cohesion measures. Qualitative methods would include all stakeholder interviews and ethnographic observation. Both methods could test for causal relationships between framework components, examining both direct and indirect effects between cultural–creative tourism, urban branding, youth engagement, and sustainability outcomes.

Longitudinal studies of the HRUS framework: Future research should implement longitudinal studies examining how the interrelationships between components of the HRUS framework evolve over time. Specifically, researchers should track how the sequential pathway (cultural–creative tourism → urban branding → youth engagement → sustainability) adapts to demographic shifts, economic restructuring, and environmental challenges.