Territory branding as a strategy for rural development: experiences from Italy

Many rural areas make increasing recourse to the use of territorial marks to achieve a development goal, foster reputation as well as preserve their identity, their cultural, social and environmental resources. Despite the growing interest of the literature on the topic, territorial marks have so far been analysed as individual tools, while in many areas a strategy of territory branding can be recognised. Drawing on research from two Italian case studies, the paper shows which are the pillars of such a strategy, which are the territorial conditions allowing its success and which effects this strategy produces under the economic, social, cultural and environmental point of view.

Target group segmentation in the virtual space as a tool for defining the concept of a territory brand

Purpose: The article is aimed at investigating the possibility of competitiveness increase and investment attractiveness of the territory by means of virtual space segmentation where territorial entities interact. Design/Methodology/Approach: At present, interaction of most economic agents is conducted by means of internet technologies and web platforms. In the framework of territory development special emphasis is given to a territory brand to attract investments. Sustainable territory development in the competitive environment directly depends on the unleashing of territory potential, which in its turn is closely related to the problem of attracting resources and investments. In the context of the developed information society competitiveness of territorial entities is largely determined by the level and activeness of their representation in the internet space. Since the quality of the territory is determined by a number of advantages over other territories claiming to the same investments, one of the key mechanisms of forming such advantages is an effective presence of a territorial entity in the internet space. Findings: A three-tier synthetic model of the target group segmentation in the territory virtual space defining the brand concept is elaborated and justified. Practical implications: In practice, a proposed toolkit allows organizing internet representation of the territory, which lets take the territory represented to a new level of competitiveness. Originality/value: An original tool mechanism of forming the concept of territory brand by means of the target segmentation of the virtual space is proposed.peer-reviewe

Shopping as a selling strategy for tourism: combination of marketing mix tools

The use of time for entertainment has increased participation both at home and outside and, in our days, we look at the proliferation of a wide range of activities that are included in the leisure economy: tourism, catering, shopping, sports, entertainment... In this sense, a lot of studies agree that the activities related to leisure time of individuals with strong potential for growth as amusement parks, restaurants, tour operators... and, above all, new retail formats that are configured as great business opportunities. Consequently, the main objective of this text is to relate some of the main activities that are encompassed in the new economy of leisure. And as a specific example to analyze the complementarity between trade and tourism in a particular case: Shopping in Seville. Firstly, there exists a theoretical review of the phenomenon of leisure within the needs of individuals and further expenditure is oriented towards this set of activities. Then a classification of the activities offered for the entertainment of individuals paying particular attention to the main Spanish companies involved in some of these sectors and, secondly, the role of shopping as one of the leading suppliers of trade and leisure. Finally, exercise has articulated a dual approach to complementarity between the commercial and tourist activities, first of all, we performed a quantification of non resident consumption by commercial areas, and afterwards, it has developed a classification of regions in terms of its commercial and tourism potential through a cluster analysis

ELEMENTS INVOLVED IN THE TERRITORY BRAND FROM RESIDENTS’ PERCEPTION: THE CITY OF MÁLAGA

The brand might create a position of the territory that could be useful for the development of geographical spaces. It could also become a solid basis upon which to make decisions about the tourism planning of a city. This paper deals with the features, which are recognized by residents as those that are involved in the creation of Málaga brand. In order to achieve the goals set in this research, a descriptive methodology has been used. This study has been carried out using a questionnaire in which 1230 residents have participated. The findings have corroborated the hypotheses. Indeed, the results show that Málaga brand is being built under the concept of culture and that some places of the city are vital in the making of the territory image. This also encourages economic growth and hence employment. This paper offers important implications and tools to both public and private institutions insofar as they promote tourism promotion campaigns

Governance and Creativity on Urban Regeneration Processes

Governance has become a central topic among policymakers. There is an international consensus that policymaking is evolving from a traditional top-down government approach towards a system of governing that focuses on engaging the citizens within an area (Cabus, 2003). New forms of governance targeting urban competitiveness are increasingly oriented to vertical (between lower and high levels of government and cooperation forms between entities and firms along the production chain) and horizontal (between firms or different municipalities or public and private entities) cooperation (OEDC, 2005). Based on a study research methodology, this article seeks to contribute to answer to the following research questions: i) what is the role of governance in the processes of urban regeneration?; ii) what is the role of governance in the development of creative processes for urban regeneration? and iii) what is the potential of governance to support urban regeneration strategies based on creativity and creative industries?Territorial governance, Creativity, Urban regeneration.

From Wine Production to Wine Tourism Experience: The Case of Italy

Typical products, mainly local food and wine, are considered suitable features to characterise the tourist supply of a destination and in many cases they are a major attraction of a territory. These products contain a strong reference to the territory in which they are produced. They simultaneously represent on the market a geographic area, its traditions and its cultural heritage, they identify a local community and its identity as well. Therefore typical products can be defined as ‘territorial intensive products’ (TIPs). Wine tourism represents the most innovative phenomenon of the more general tourism supply created around a TIP and certainly the most evident. The paper considers the importance of quality wine in Italy in helping to create the tourist supply of different territories through the creation of the Wine and Food Routes (WFRs) that represent a particular kind of tourist thematic itineraries. The paper confirms that quality wines are the ‘driver’ of WFRs creating a model of socioeconomic district.Agribusiness, Agricultural and Food Policy,

Branding as an essential element in the creation process of the image of the brand in national tourism destinations

Purpose: Presentation of branding as an important element in the creation process of the brand image of national tourism destinations on the example of the operation of 39 National Tourism Organizations (NTOs) in Europe. Design/Methodology/Approach: For the selection of NTOs the following criteria were taken into account. 1. The functional criterion: the main functions attributed to NTOs were accepted as the grounds for the verification, firstly, it was considered whether the promotion of a given country on foreign markets is included among these tasks. 2. The economic criterion: possession of an autonomous financial budget by a given organization (regardless of the percentage share of funds from the budget of the state or from the private sector, or from any other sources) was accepted as the grounds for verification. 3. The organizational criterion: a separation of a given organization in the structure of a superior body was accepted as the grounds for verification. The research methods used include a method of diagnostic survey including a questionnaire technique, a direct interview and a statistical analysis. Findings: The analysis demonstrated among others that the vast majority of the NTOs examined (92.3%) implement the objectives of branding in practice. At the same time, a significant part of these organizations (86.1%) recognized the activities taken within branding to be very effective. Moreover, the vast majority of the NTOs analysed (91.7%) undertake the initiatives realized as part of branding on the global tourist market. Practical Implications: The conclusions following the study can be used by various entities which are responsible for an effective realization of the management process of the brand of tourism destinations on the different levels of administration. Originality/Value: The study constitutes an entirely new insight into the functioning of NTOs while presenting a substantially broader spectrum of the areas of interest for this type organizations as compared to those presented in the source literature till now.peer-reviewe

Mega-clusters as a tool of interregional cooperation in tourists field

In order to diversify the Russian economy, it is necessary to pay great attention to the emerging sectors of the economy; with a systemic approach they are able to reveal their accumulated potential. Authors consider one of such industries to be the sphere of tourism. Russia has its own unique natural-recreational and cultural-historical potential, which is not fully utilized, and it is confirmed with the relevant statistics. The authors propose to accelerate the development of tourism by raising the level of interregional cooperation from the position of using coexisting competition and competitive coexistence in tourist mega-clusters. Due to the lack of financial resources for separate regions for the tourism development, the implementation of this approach is effective, as it allows achieving savings of money due to economies of scale. The phenomena of coexisting competition and competitive coexistence in the tourism sphere presuppose the unification of the different regions authorities’ efforts for the joint implementation of projects. Regions joining forces on the basis of coexisting competition and competitive coexistence within the mega-clusters will allow each administrative-territorial unit to develop and improve its competitive advantage by asking a stimulus to the development of the other participants. This approach makes it possible to obtain other positive effects noted in the study. Thus, findings broaden the knowledge about the phenomena of coexisting competition and competitive coexistence in the regional economy, about mega-clusters as tools for interregional interactions in the tourism sphere

The Formation of „Eco-regions“ in Austria and the Role of the Structural Fund

The concept of “Eco-regions” (or “Bioregionen” in German) entered the discussion on rural development in Austria several years ago. Broadly, this expression means the combination of sustainable farming in particular organic farming practices, and the marketing of their produce with the aim of assisting regional development. As we shall see, this concept can take various forms of expression. It can be restricted to the agricultural sector or extended to a general regional strategy. The common feature is a territorial form of cohesion under the umbrella of organic farming. The very idea comes from two directions: the organic movement on one hand and regional development on the other

The territoriality paradigm in cultural tourism

A typical geographers' approach to tourism is to emphasise the analysis of spatial flows and space uses and the synthesis of territorial coherence between people, place and product. The renewed interest in the territorial aspects of tourism can be seen as a response to globalisation on the one hand and the search for unique, authentic and grass-rooted experience on the other. In recent tourism studies the focus and methods shift from a description of patterns to the analysis of processes of change that are induced by tourism (touristification). Understanding the forces that are transforming cultural landscapes (urban and rural) into tourismscapes is a crucial condition for visionary planning and responsible management of regions and places. Some reflections on the future research agenda in geo-tourism will be included