Importance of territory marketing and its symbols: case study of Talsi municipality [Latvia]
2016
Sunina, L., Latvia Univ. of Agriculture, Jelgava (Latvia) | Rivza, B., Latvia Univ. of Agriculture, Jelgava (Latvia)
The aim of the article is to analyse the significance of territory and its symbol marketing in the promotion of territory attractiveness and development. Basing on different opinions, stated in the scientific literature, the article presents the role of territory marketing in the establishment of place attractiveness, underlying different symbols of the current territory. The article studies Talsi municipality and its symbols as elements for establishing image attractiveness, revising different symbol groups that emphasize municipality in total, not only Talsi town as a centre of the municipality. Survey that was provided both to residents and visitors of Talsi municipality showed different results in identification of symbolic elements in municipality that could be the reason why current activities in territory marketing are not quite successful. Therefore, there is a necessity for a territory marketing strategy in the municipality, where the opinion of tourists about symbols of the municipality would be taken into consideration.
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