THEMING DISCURSE IN VILLAGE DEVELPOMENT
2024
Kazlauskienė, Ingrida | Atkočiūnienė, Vilma
The issues of the development of thematic villages are mostly investigated in Poland, Austria, Lithuania. Village development theming is usually defined as a strategy or model. It acts as a vehicle for village renewal, enabling even small villages to develop successfully in the age of globalization. An experiential marketing strategy guides village development towards sustainability and helps to ensure integration between village environmental, economic and social development dimensions. Thematic villages play a heuristic role, they "push" locals and customers out of established spaces, village storytelling schemes, and encourage the search for alternative life, behavior and business models. This research aim was achieved: to determine the characteristics of the village theming development: thematic space, integrated (complex) consumption, co-creation, recreation, interests (needs), experience. Thematic analysis, collation and other methods of scientific literature were applied. Representatives of the various stakeholders must be involved in the village development theming characteristics package planning, management and control processes. There is a two-way communication between the development of various thematic objects in economic, social and environmental terms and the creation of a thematic space which must serve not only the interests of the visitors but also the inhabitants.
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