Globalisation has forced territories of various kinds to use marketing and branding logic to attract residents, tourists, and investments in the new competitive environment characterised by 'great mobility'. Thus, the literature on place branding has flourished, mainly based on evidence from case studies of tourist destinations, nations, and cities. Despite a relevant articulation, the theoretical domain of place branding presents research gaps related to exploring place branding practices in rural contexts, such as protected areas, and studies investigating the contribution of place branding to local sustainable development, adopting a holistic approach. The present study was developed with the original aim of contributing to bridging the research above gaps by exploring the support that a natural park’s place brand can provide for the sustainable development of the area. To this end, the study adopts the qualitative case study methodology, using the abductive 'systematic combining approach' for data collection and analysis. The case study selected for the investigation was the Conero Natural Park. The analysis of the findings showed how the place brand, licensed for the valorisation of local production, can promote the area's sustainable environmental, economic, and social development, exerting a series of direct and indirect effects. The study has the merit of highlighting the potential direct and indirect supporting effects of a place branding initiative, underscoring the existence of sustainable objectives that are preparatory to the achievement of other more articulated ones, and explaining how this complexity must be considered in place branding processes. The research concludes by providing practical implications for territorial policy and firms located within protected areas.
La globalizzazione ha costretto territori di varia natura ad avvalersi di logiche di marketing e branding per attrarre residenti, turisti, e investimenti nel nuovo contesto competitivo caratterizzato dalla “grande mobilità”. Si è così sviluppata fiorente la letteratura di place branding, basata principalmente su evidenze derivanti da casi studio relativi a destinazioni turistiche, nazioni e città. Nonostante un’articolazione rilevante, il dominio teorico del place branding presenta dei gap di ricerca relativi all’esplorazione delle afferenti pratiche in contesti rurali, quali aree protette, e di studi atti ad indagare il contributo del place brand per lo sviluppo sostenibile locale, secondo un approccio olistico. Il presente studio nasce con l’intento originale di contribuire a colmare i citati gap di ricerca, attraverso l’esplorazione del supporto che un place brand di un parco naturale è in grado di fornire allo sviluppo sostenibile dell’area. A tal fine, lo studio adotta la metodologia qualitativa del caso studio, avvalendosi per la raccolta e analisi dei dati dell’approccio abduttivo del “systematic combining approach”. Il caso studio selezionato per l’indagine è stato quello del Parco Naturale del Conero. Dall’analisi delle risultanze è emerso come il place brand, dato in concessione per la valorizzazione delle produzioni locali, sia in grado di promuovere uno sviluppo sostenibile ambientale, economico e sociale dell’area, esercitando una serie di effetti diretti e indiretti. Lo studio ha il merito di porre in evidenza i potenziali effetti di supporto diretto e indiretto di un’iniziativa di place branding, sottolineando l’esistenza di obiettivi sostenibili propedeutici al raggiungimento di altri più articolati, evidenziando come tale complessità debba essere considerata nei processi di place branding. La ricerca si conclude fornendo implicazioni pratiche per gli enti di indirizzo territoriale, e per le imprese localizzate all’interno di aree protette.
Il place branding per lo sviluppo sostenibile locale: Il caso Parco Naturale Del Conero / Fraboni, PIER FRANCO LUIGI. - (2024 Jun 25).
Il place branding per lo sviluppo sostenibile locale: Il caso Parco Naturale Del Conero.
FRABONI, PIER FRANCO LUIGI
2024-06-25
Abstract
Globalisation has forced territories of various kinds to use marketing and branding logic to attract residents, tourists, and investments in the new competitive environment characterised by 'great mobility'. Thus, the literature on place branding has flourished, mainly based on evidence from case studies of tourist destinations, nations, and cities. Despite a relevant articulation, the theoretical domain of place branding presents research gaps related to exploring place branding practices in rural contexts, such as protected areas, and studies investigating the contribution of place branding to local sustainable development, adopting a holistic approach. The present study was developed with the original aim of contributing to bridging the research above gaps by exploring the support that a natural park’s place brand can provide for the sustainable development of the area. To this end, the study adopts the qualitative case study methodology, using the abductive 'systematic combining approach' for data collection and analysis. The case study selected for the investigation was the Conero Natural Park. The analysis of the findings showed how the place brand, licensed for the valorisation of local production, can promote the area's sustainable environmental, economic, and social development, exerting a series of direct and indirect effects. The study has the merit of highlighting the potential direct and indirect supporting effects of a place branding initiative, underscoring the existence of sustainable objectives that are preparatory to the achievement of other more articulated ones, and explaining how this complexity must be considered in place branding processes. The research concludes by providing practical implications for territorial policy and firms located within protected areas.File | Dimensione | Formato | |
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