Although place branding in cross-border (c-b) areas is challenging, various c-b areas with common eco-natural and cultural characteristics are popular tourist brands in their own right. The emergence ...of c-b areas as destinations is not surprising since international borders are often natural formations, which may be popular tourist attractions. Due to historical and political circumstances, the Greek–Albanian c-b area has not experienced tourism development. It bears a weak image, and although individual destinations can be found in both border areas, they do not currently form a single place brand. Thus, place branding that aims to enhance the c-b area’s attractiveness should start with building a single identity by finding common competitive characteristics upon which it can be based. This paper analyzes part of the ‘Culture Plus’ project, which aims to identify significant common eco-natural and cultural resources in the Greek–Albanian c-b area. The resources were documented using local visits, interviews, and consultations. The most significant ones were comparatively evaluated to identify the vital common assets that can support place branding efforts, with encouraging results regarding the potential branding of the unique hidden identity of the c-b area.
This paper addresses the growing importance of mega-events in urban cultural development, focusing on the atypical example of the European Cities of Culture, in particular Thessaloniki in 1997. The ...launch of the event demonstrates the significance of the international role of cultural activities in urban and economic regeneration. Comparison of the evaluation of Thessaloniki before and after the event demonstrates a lack of strategic planning, particularly cultural and time planning, resulting in a variety of interconnected problems such as the construction of flagship projects, the lack of a city marketing perspective and the need for a tourism policy.
Writers on the city have only rarely focussed on how time is spent and how time is managed as part of planning. Alex Deffner gathers together and develops this work (most recently Arantxa Rodiguez's ...paper in CITY vol 8 no 2) and argues that the planning of time is increasingly important: the opening hours of public and private services, the relationship of work rhythms, travel patterns and (especially) cultural practices need to be considered together. He shows how important it is that 'time planning' is linked with planning for cultural development and presents the argument through an analysis of Athens. The paper relates issues of time to some of the dilemmas of cultural planning: What are the strengths and weaknesses of culture-led urban regeneration? Should the focus be on high or popular culture? Should it be on spatial or time planning? And, finally, should the emphasis be on the past, the present or the future?
As culture and the arts gain importance within the agendas of cities, the operation of urban creative clusters is manifested as an effective planning tool for rundown neighbourhoods. Artists and ...cultural businesses (galleries, theatres, design offices, fashion designers, etc.) form a unique and distinctive sector among other sectors of the economy; their effect on the development and image of a particular neighbourhood can be very important. As part of wider urban processes, city marketing and city branding techniques are often used in order to promote the change in these neighbourhoods and, ideally, prevent negative social effects. The main goal of this paper is to present the experience and implications of the - mostly accidental - formation of a creative cluster in Athens (in the areas surrounding the Athenian part of Piraeus Street) and to critically evaluate the potential role of branding, drawing on the experience of similar efforts in other European cities.
The purpose of this paper is to pinpoint the role of place marketing in the fields of tourism, culture, and business, through the development of place marketing pilot plans (PMPPs) for two places in ...northern Europe: the city of Rostock in Germany and the region of Kainuu in Finland. Specifically, the analysis is based on the combination of two basic marketing models, the Ashworth & Voogd (1990) model and the Kotler et al. (1999) model, aiming to present a methodological tool that could be effective for the successful promotion of a place's image throughout its external environment. The data are provided from the INTERREG IIIc Project CultMark. The paper contributes to research in two ways: (a) by displaying an integrated methodological approach with specific phases of planning and supporting the image of a place, and (b) by amplifying current views according to which place marketing implementation is not simply an occasional procedure. The case studies used support the above arguments.
Marketing the National Marine Park Image in Greece DEFFNER, ALEX; METAXAS, THEODORE
Anatolia : an international journal of tourism and hospitality research,
12/1/2009, Letnik:
20, Številka:
2
Journal Article
Recenzirano
The purpose of this paper is to uncover the importance of the combination of the global promotion of the image of the Alonnisos National Marine Park through place marketing procedures. The main ...source used is a research program carried out by the Laboratory of Tourism Planning, Research and Policy from the Department of Planning and Regional Development, University of Thessaly. The goals of the program are the incorporation of the park into an international network of tourism promotion aimed at the strengthening and specialization of tourist attractions, as well as the development of the politics of dialogue between the relevant organisations and the local population.
Planning and geography teaching in Greek Universities has until very recently been extremely limited. Moreover, there were no planning and geography departments, which contrasted with the substantial ...research in the field since 1960. The subject of space was insufficiently covered by a number of courses offered unsystematically by various departments of the Greek Universities. Among them the most comprehensive coverage was given by the Departments of Architecture and Rural and Surveying Engineering. Space related courses were usually complementary to the core courses of the departments offering them. What was of primary importance to the way geography was taught was the scientific approach adopted by each department, and not the scientific subject. Students were often taught geography concurrently with subjects which did not allow for spatial differentiation. A pivotal question to be answered here is why planning and geography teaching has been so neglected in Greek Universities. The recent establishment of Planning and Geography Departments should principally be viewed as an outcome of the aggravation of the problems stemming from the unequal regional development of Greece as well as the realization of the importance of space. The lack of systematic studies allowed certain scientists to proclaim themselves 'experts' with the right to get invoked in the practice of planning and geography. Concerning the more sophisticated needs, these were met by 'imported knowledge' acquired by studies abroad. The outcome of this was two-fold: on the one hand, 'applied' geography relied on explanatory tools and development models which were not products of analysis of the Greek society, and, on the other hand, academic education focused more on physical planning and on traditional theories at the level of analysis.
Celotno besedilo
Dostopno za:
BFBNIB, CEKLJ, DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
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