Place branding as an approach to the development of rural areas: A case study of the brand “Babica in Dedek” from the Škofja Loka Hills, Slovenia

Erik Logar

doi:10.3986/AGS.10883

Avtorji

Erik Logar Research Centre of the Slovenian Academy of Sciences and Arts, Anton Melik Geographical Institute, Ljubljana, Slovenia https://orcid.org/0000-0001-9403-2270

DOI:

https://doi.org/10.3986/AGS.10883

Ključne besede:

geografija podeželja, znamčenje območij, teritorialni razvoj, pristop "od spodaj navzgor", Škofjeloško hribovje

Povzetek

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.

Prenosi

Podatki o prenosih še niso na voljo.

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