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The relationship between rural branding and local development. A case study in the Catalonia's countryside: Territoris Serens (El Lluçanès)

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dc.contributor Universitat de Vic. Facultat d'Empresa i Comunicació
dc.contributor.author San Eugenio Vela, Jordi de
dc.contributor.author Barniol Carcassona, Montse
dc.date.accessioned 2015-01-30T11:01:58Z
dc.date.available 2015-01-30T11:01:58Z
dc.date.created 2015
dc.date.issued 2015
dc.identifier.citation San Eugenio-Vela, J., & Barniol-Carcasona, M. (2015). The relationship between rural branding and local development. A case study in the catalonia's countryside: Territoris serens (el lluçanès). Journal of Rural Studies, 37(0), 108-119. ca_ES
dc.identifier.issn 0743-0167
dc.identifier.uri http://hdl.handle.net/10854/3855
dc.description.abstract The aim of this article is to analyse the relationship between a rural branding strategy and a local economic development action through the case study of Territoris Serens in El Lluçan es (Catalonia, Spain). This initiative is framed within the process of economic restructuring which has taken place in rural areas in recent years, with local economic activity moving away from production and towards consumption. In this context, strategies of marketing, branding and communication take on a crucial role in making rural areas more visible and facilitating their economic diversification. Through the analysis of documentary sources and the results of a focus group, the article shows how the place branding strategy implemented in this case transcends the traditional functions of facilitating the promotion and marketing of place, becoming a fundamental part of a bottom-up process of local economic development and taking on a notable role in the internal, collective definition of a competitive territorial identity, the revaluation of endogenous local resources and the promotion of community-based rural development. We thus posit that the interplay between processes of locally defining place identity and economic development strategies leads to a restructuring of local economic activity in ways that serve local communities and values, thus contributing to sustainable, long-term development. en
dc.format application/pdf
dc.format.extent 12 p. ca_ES
dc.language.iso eng ca_ES
dc.publisher Elsevier ca_ES
dc.rights (c) 2015 Elsevier. Published article is available at: http://dx.doi.org/10.1016/j.jrurstud.2015.01.001
dc.rights Tots els drets reservats ca_ES
dc.subject.other Comunicació ca_ES
dc.subject.other Paisatge ca_ES
dc.title The relationship between rural branding and local development. A case study in the Catalonia's countryside: Territoris Serens (El Lluçanès) en
dc.type info:eu-repo/semantics/article ca_ES
dc.identifier.doi https://doi.org/10.1016/j.jrurstud.2015.01.001
dc.rights.accesRights info:eu-repo/semantics/closedAccess ca_ES
dc.type.version info:eu-repo/publishedVersion ca_ES
dc.indexacio Indexat a WOS/JCR
dc.indexacio Indexat a SCOPUS ca_ES

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