Theming discourse in village development
2020
Kazlauskiene, I., Vytautas Magnus Univ., Kaunas (Lithuania) | Atkociuniene, V., Vytautas Magnus Univ., Kaunas (Lithuania)
The scientific bases do not create opportunities to understand what it is village theming and what are the opportunities for theming to influence village area development. In order to analyse the phenomenon of village theming and its impact on the development of the village area, the analysis, comparison and synthesis of scientific literature was carried out. It has been investigated that theming in scientific literature is presented as an experience and sensory marketing strategy, which incorporates marketing decisions and actions that focus on the needs of postmodern society. Postmodern society acquires not only a product or service but also new experiences and senses. The results of the study show that village theming is a marketing strategy of turning the village into a tourist attraction. It combines a theme-driven set of visitors' senses and experiences with local products and services. This strategy is being used by village communities and other stakeholders to transform their village into a unique, attractive area for locals and visitors. A village theming marketing strategy contributes to the economic, environmental and social development of the area today and in the future.
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