Building a Place Brand on Local Assets: The Case of The Pla de l’Estany District and Its Rebranding
| Autor: | Marc Compte-Pujol, Joan Frigola-Reig, Jordi de San Eugenio, Xavier Ginesta |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
Geography
Planning and Development lcsh:TJ807-830 lcsh:Renewable energy sources Public policy place brand Context (language use) 010501 environmental sciences Management Monitoring Policy and Law 01 natural sciences Place branding Political science Sustainable development 050602 political science & public administration Desenvolupament sostenible Pla de l’Estany lcsh:Environmental sciences 0105 earth and related environmental sciences lcsh:GE1-350 sustainable development Renewable Energy Sustainability and the Environment business.industry lcsh:Environmental effects of industries and plants 05 social sciences Opinion leadership Pla de l'Estany (Catalunya) Public relations territorial identity Jocs olímpics 0506 political science lcsh:TD194-195 Rebranding Pla de l'Estany (Catalonia) business Tourism Olympics Sports tourism |
| Zdroj: | Sustainability, Vol 11, Iss 11, p 3218 (2019) Dipòsit Digital de la UB Universidad de Barcelona Sustainability Volume 11 Issue 11 |
| ISSN: | 2071-1050 |
| Popis: | The main objective of this article is to analyse whether the positioning of the Pla de l&rsquo Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public policies in place branding. The Pla de l&rsquo Estany district is one of the smallest in Catalonia and had its moment of splendour during the Barcelona Olympic Games, which positioned it as a place of natural beauty and sports tourism. However, twenty-five years later, we ask whether this positioning needs to be updated. This research deploys a methodological triangulation that combines in-depth interviews with opinion leaders, discussions in focus groups and an online survey open to citizens. This research presents three conclusions: it places the processes of citizen participation as a key element in the construction of territorial brands refocuses the narrative of the territory of the Pla de l&rsquo Estany based on the concepts of &ldquo sustainable nature&rdquo and &ldquo traditional culture&rdquo and conceptualises place branding not just from the perspective of promoting tourism, but also from that of fomenting sustainable governance. |
| Databáze: | OpenAIRE |
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