Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding

The main objective of this article is to analyse whether the positioning of the Pla de l'Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to...

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Autores: San Eugenio Vela, Jordi de, Ginesta, Xavier, Compte Pujol, Marc, Frigola i Reig, Joan
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2019
País:España
Institución:Universidad de Barcelona
Repositorio:Dipòsit Digital de la UB
OAI Identifier:oai:diposit.ub.edu:2445/176005
Acceso en línea:https://hdl.handle.net/2445/176005
Access Level:acceso abierto
Palabra clave:Pla de l'Estany (Catalunya)
Jocs olímpics
Desenvolupament sostenible
Pla de l'Estany (Catalonia)
Olympics
Sustainable development
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spelling Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its RebrandingSan Eugenio Vela, Jordi deGinesta, XavierCompte Pujol, MarcFrigola i Reig, JoanPla de l'Estany (Catalunya)Jocs olímpicsDesenvolupament sosteniblePla de l'Estany (Catalonia)OlympicsSustainable developmentThe main objective of this article is to analyse whether the positioning of the Pla de l'Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public policies in place branding. The Pla de l'Estany district is one of the smallest in Catalonia and had its moment of splendour during the Barcelona Olympic Games, which positioned it as a place of natural beauty and sports tourism. However, twenty-five years later, we ask whether this positioning needs to be updated. This research deploys a methodological triangulation that combines in-depth interviews with opinion leaders, discussions in focus groups and an online survey open to citizens. This research presents three conclusions: it places the processes of citizen participation as a key element in the construction of territorial brands; refocuses the narrative of the territory of the Pla de l'Estany based on the concepts of 'sustainable nature' and 'traditional culture'; and conceptualises place branding not just from the perspective of promoting tourism, but also from that of fomenting sustainable governance.MDPI2019info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://hdl.handle.net/2445/176005Articles publicats en revistes (Didàctiques Aplicades)reponame:Dipòsit Digital de la UBinstname:Universidad de BarcelonaInglésReproducció del document publicat a: https://doi.org/10.3390/su11113218Sustainability, 2019, vol. 11, num. 11https://doi.org/10.3390/su11113218cc-by (c) San Eugenio Vela et al., 2019http://creativecommons.org/licenses/by/3.0/esinfo:eu-repo/semantics/openAccessoai:diposit.ub.edu:2445/1760052026-05-27T06:46:51Z
dc.title.none.fl_str_mv Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
title Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
spellingShingle Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
San Eugenio Vela, Jordi de
Pla de l'Estany (Catalunya)
Jocs olímpics
Desenvolupament sostenible
Pla de l'Estany (Catalonia)
Olympics
Sustainable development
title_short Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
title_full Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
title_fullStr Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
title_full_unstemmed Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
title_sort Building a Place Brand on Local Assets: The Case of the Pla de l'Estany District and its Rebranding
dc.creator.none.fl_str_mv San Eugenio Vela, Jordi de
Ginesta, Xavier
Compte Pujol, Marc
Frigola i Reig, Joan
author San Eugenio Vela, Jordi de
author_facet San Eugenio Vela, Jordi de
Ginesta, Xavier
Compte Pujol, Marc
Frigola i Reig, Joan
author_role author
author2 Ginesta, Xavier
Compte Pujol, Marc
Frigola i Reig, Joan
author2_role author
author
author
dc.subject.none.fl_str_mv Pla de l'Estany (Catalunya)
Jocs olímpics
Desenvolupament sostenible
Pla de l'Estany (Catalonia)
Olympics
Sustainable development
topic Pla de l'Estany (Catalunya)
Jocs olímpics
Desenvolupament sostenible
Pla de l'Estany (Catalonia)
Olympics
Sustainable development
description The main objective of this article is to analyse whether the positioning of the Pla de l'Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public policies in place branding. The Pla de l'Estany district is one of the smallest in Catalonia and had its moment of splendour during the Barcelona Olympic Games, which positioned it as a place of natural beauty and sports tourism. However, twenty-five years later, we ask whether this positioning needs to be updated. This research deploys a methodological triangulation that combines in-depth interviews with opinion leaders, discussions in focus groups and an online survey open to citizens. This research presents three conclusions: it places the processes of citizen participation as a key element in the construction of territorial brands; refocuses the narrative of the territory of the Pla de l'Estany based on the concepts of 'sustainable nature' and 'traditional culture'; and conceptualises place branding not just from the perspective of promoting tourism, but also from that of fomenting sustainable governance.
publishDate 2019
dc.date.none.fl_str_mv 2019
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2445/176005
url https://hdl.handle.net/2445/176005
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Reproducció del document publicat a: https://doi.org/10.3390/su11113218
Sustainability, 2019, vol. 11, num. 11
https://doi.org/10.3390/su11113218
dc.rights.none.fl_str_mv cc-by (c) San Eugenio Vela et al., 2019
http://creativecommons.org/licenses/by/3.0/es
info:eu-repo/semantics/openAccess
rights_invalid_str_mv cc-by (c) San Eugenio Vela et al., 2019
http://creativecommons.org/licenses/by/3.0/es
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv Articles publicats en revistes (Didàctiques Aplicades)
reponame:Dipòsit Digital de la UB
instname:Universidad de Barcelona
instname_str Universidad de Barcelona
reponame_str Dipòsit Digital de la UB
collection Dipòsit Digital de la UB
repository.name.fl_str_mv
repository.mail.fl_str_mv
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