REGIONAL IDENTITY IN DESTINATION by pengtt

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									  REGIONAL IDENTITY IN
DESTINATION DEVELOPMENT
  TTRA2009 Europe 22-24 April




            Jarmo Ritalahti     1
1. Eastern Uusimaa – the Target
           Destination




             Jarmo Ritalahti      2
  2. Starting Point for the Study
• OVE – regional learning network-project
• First questions from tourism actors and
  stakeholders were:
  – What is the province of Eastern Uusimaa?
  – What is the mentality or character of Eastern
    Uusimaa and its people
• A need for common stories and base for
  product development and marketing in
  tourism
                     Jarmo Ritalahti                3
          3. Regional Identity
• Regional identity has two dimensions:
  – Regional identity – a changeable amalgam of
    individual and group loyalty and empathy for a region.
    It has a strong geographical expression through a
    sense of place and belonging with a base on culture,
    language and history. It can also relate to the
    behaviour of inhabitants.
  – Place identity – a combination of regional history,
    economic life and geography. How a region
    distinguishes from other regions.


                        Jarmo Ritalahti                  4
      3. Regional Identity

           REGIONAL IDENTITY




Place Identity      Sent           Regional Identity
                   Image


                 Received
                  Image

                 Jarmo Ritalahti                       5
                 4. The Study
• An ongoing process with two stages:
  – 1. stage: Interpretations of place identities in the
    Internet sites of regional tourism actors and
    stakeholders including a competitor analysis
    among the neighbouring provinces and
    municipalities for looking for presumable
    borders
  – 2. stage: Regional identity among tourism
    stakeholders. The data used is transcribed
    discussions of participants to different sessions
    during the project
                       Jarmo Ritalahti                 6
     5. Place Identity of Eastern
              Uusimaa
• According to the text analysis of the first
  stage Eastern Uusimaa is/has:
  – Close or near-by
  – Sunny archipelago
  – History
  – Versatile industry structure
  – Versatile housing
  >>> Send image

                     Jarmo Ritalahti            7
   6. Received Image of Eastern
             Uusimaa
• A study that was conducted at Matka2007,
  an annual travel fair in Helsinki
• Visitors and passers-by of the regional
  booth were asked only one question:
  “What Eastern Uusimaa brings to your
  mind?”



                  Jarmo Ritalahti        8
       6. Received Image of Eastern
                 Uusimaa
• Results: Eastern Uusimaa is/has
   –   A certain location (town, municipality, village)
   –   Archipelago and sea
   –   Architecture and buildings
   –   Culture and history
   –   Housing
   –   Shopping and eating out
   –   Nature
   –   Tourism and summer
   –   Industry and commerce
   –   Atmosphare and spirit


                                Jarmo Ritalahti           9
            7. Regional Identity
• According to the text analysis of the second stage Eastern
  Uusimaa is/has:
   – Cultural history
      • Traditions, history and sights
   – Environment
      • Nature, built and archipelago
   – Sustainable tourism
      • Ecological, quality and framework
   – Feeling of communality
      • Small size and opposition for change


                           Jarmo Ritalahti                     10
                   7. Summary
• The sent image in this                          Received
                                                  image
                                                             Place identity
                                                             = Sent image
                                                                              Regional
                                                                              identity

  study bases on the                              Locality                    Feeling of
  elements of the place                                                       communality

  identity                         Common         Culture    Culture          Culture

• The received and sent
  images and regional              denominators   Nature     Nature           Nature


  identity are quite close
                                                  Others     Location and     Sustainable
  (table to the right)                                       infrastructure   tourism

• The next step: Interviews                                  Industry and
                                                             commerce
  of tourism stakeholders for
  more detailed ideas for the                                Housing

  common denominators
                                                             Persons




                          Jarmo Ritalahti                                                11
THANK YOU!

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   Jarmo Ritalahti   12

								
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