Warianty tytułu
Języki publikacji
Abstrakty
Purpose: To fill the knowledge gap referring to identification of obstacles for place marketing, in particular in rural areas and in smaller towns.
Methods: Exploratory research among practitioners of place marketing with the use of in-depth interviews was conducted. Totally 14 interviews were conducted in 14 communes, in which participated a total number of 24 people. The indicated communes form the institutionalized functional area of the city of Cracow.
Findings: The field research and the comparative analysis with the results of former research projects allowed for identification of place marketing obstacles, specific for the population of rural areas and small towns. The budget limitations occurred to be the most frequently indicated obstacle both in researched suburban rural area and the cities from the previous research. The other obstacles differed between cities and rural areas. The research covered the suburban rural area around Cracow - the second biggest city in Poland. Therefore it must not be generalized to the general population of all rural areas in Poland. However one may assume that some similarities are very much likely in suburban areas of other big cities in Poland / Central Europe.
Research implications: The research provides one of the first insights into perception of place marketing obstacles among practicioners from rural areas. The results are a good starting point for the future research including e.g. conducting quantitative research among rural areas. (original abstract)
Methods: Exploratory research among practitioners of place marketing with the use of in-depth interviews was conducted. Totally 14 interviews were conducted in 14 communes, in which participated a total number of 24 people. The indicated communes form the institutionalized functional area of the city of Cracow.
Findings: The field research and the comparative analysis with the results of former research projects allowed for identification of place marketing obstacles, specific for the population of rural areas and small towns. The budget limitations occurred to be the most frequently indicated obstacle both in researched suburban rural area and the cities from the previous research. The other obstacles differed between cities and rural areas. The research covered the suburban rural area around Cracow - the second biggest city in Poland. Therefore it must not be generalized to the general population of all rural areas in Poland. However one may assume that some similarities are very much likely in suburban areas of other big cities in Poland / Central Europe.
Research implications: The research provides one of the first insights into perception of place marketing obstacles among practicioners from rural areas. The results are a good starting point for the future research including e.g. conducting quantitative research among rural areas. (original abstract)
Słowa kluczowe
Twórcy
autor
- Cracow University of Economics
Bibliografia
- Boisen, M., Groote, P., Terlouw, K., & Couwenberg, O. (2018). Patterns of Place Promotion, Place Marketing and/or Place Branding in Dutch Municipalities. Place Branding and Public Diplomacy, 14(2), 78-88. https://doi.org/10.1057/s41254-017-0083-5.
- Boisen, M., Terlouw, K., Groote, P., & Couwenberg, O. (2018). Reframing Place Promotion, Place Marketing, and Place Branding-moving beyond Conceptual Confusion. Cities, 80, 4-11. https://doi.org/10.1016/j.cities.2017.08.021.
- Brańka, S. (2018). Aktywność promocyjna polskich miast. Istota, determinanty, doświadczenie. Kraków-Legionowo: edu-Libri.
- Brańka, S., Coca-Stefaniak, J.A., & Plichta, J. (2016). City Centres as Places for Strategic Cooperation through Active City Management ─ The Significance of Trade Entities. Scientific Annals of Economics and Business, 63(1). https://doi.org/10.1515/aicue-2016-0010.
- Cleave, E., Arku, G., Sadler, R., & Kyeremeh, E. (2017). Place Marketing, Place Branding, and Social Media: Perspectives of Municipal Practitioners. Growth and Change, 48(4), 1012-1033. https://doi.org/10.1111/grow.12189.
- Coca-Stefaniak, A. (2014). Place Branding and City Centre Management: Exploring International Parallels in Research and Practice. Journal of Urban Regeneration and Renewal, 7(4), 363-369.
- de Noronha, I., Coca-Stefaniak, J.A., & Morrison, A.M. (2017). Confused Branding? An Exploratory Study of Place Branding Practices among Place Management Professionals. Cities, 66(April), 91-98. https://doi.org/10.1016/j.cities.2017.04.001.
- Dinnie, K. (Ed.). (2011). City branding: Theory and cases. London: Palgrave Macmillan.
- Eshuis, J., Braun, E., & Klijn, E. (2013). Place Marketing As Governance Strategy: An Assessment of Obstacles in Place Marketing and Their Effects on Attracting Target Groups. Public Administration Review, 73(3), 507-516. https://doi.org/10.1111/puar.12044.
- European Commission, Directorate-General for Regional and Urban Policy. (2015) Scenarios for Integrated Territorial Investments. Retrieved on 19/09/2019 from: https://ec.europa.eu/regional_policy/sources/docoffic/official/reports/pdf/iti_en.pdf.
- Hankinson, G. (2009). Managing Destination Brands: Establishing a Theoretical Foundation. Journal of Marketing Management, 25 (1-2), 97-115. https://doi.org/10.1362/026725709X410052.
- Hereźniak, M., Florek, M., & Augustyn, A. (2018). On Measuring Place Brand Effectiveness - Between Theoretical Developments and Empirical Findings. Economics and Sociology, 11(2), 36-51. https://doi.org/10.14254/2071-789X.2018/11-2/3.
- http://metropoliakrakowska.pl/.
- Mcguire, M., & Agranoff, R. (2011). The Limitations of Public Management Networks. Public Administration, 89(2), 265-284. https://doi.org/10.1111/j.1467-9299.2011.01917.x.
- Proszowska-Sala, A., & Florek, M. (2010). Promocja miast. Nowa perspektywa. Warszawa: Stroer.
Typ dokumentu
Bibliografia
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