Znamčenje območij kot pristop k razvoju podeželja: študija primera znamke Babica in Dedek s Škofjeloškega hribovja
DOI:
https://doi.org/10.3986/AGS.10883Ključne besede:
geografija podeželja, znamčenje območij, teritorialni razvoj, pristop "od spodaj navzgor", Škofjeloško hribovjePovzetek
Znamčenje območij je pristop za spodbujanje teritorialnega razvoja. S teoretskega vidika je znamčenje vključujoč in participativen proces, vendar so bile njegove aplikacije in učinki na podeželska območja doslej slabo raziskane. V tem prispevku smo analizirali vplive in izzive najstarejše tovrstne znamke v Sloveniji, »Babica in Dedek«, na območju Škofjeloškega hribovja z vidika tamkajšnjih ponudnikov. Uporabili smo tri kvalitativne metode: analizo virov in dokumentov, polstrukturirane intervjuje in fokusno skupino. S to študijo primera smo pokazali dejavnike, ki so pripomogli k novim tržnim priložnostim, k novi embalaži in organizaciji izobraževanj ter oglaševanju ponudbe na območju. Rezultati so osvetlili tudi neskladja s teoretskimi predpostavkami: namesto vključujočega in participativno naravnanega procesa znamčenja območja so njegovi učinki omejeni zgolj na en sektor deležnikov.
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