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首页> 外文期刊>European Planning Studies >Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals in Rural North Jutland, Denmark
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Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals in Rural North Jutland, Denmark

机译：贻贝，旅游业和社区发展：以丹麦北部日德兰农村美食节为例，通过场所品牌进行案例研究

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摘要

Rural areas are facing prospects of marginalization and peripherality in an age of globalization where the attention of governments and media focuses increasingly on the (lack of) competitiveness of urban and metropolitan regions in Europe. Many rural areas have, therefore, searched for ways to improve their position vis-a-vis other localities by mobilizing local resources and employing policy tools that are believed to foster indigenous social and economic development, including place branding. Unsurprisingly, using food as a means to profile rural localities has become widespread, with branding efforts revolving around local food festivals that commodify local cultural resources. The article attempts to illuminate the challenges faced by branding processes in rural areas through a case study of Logstor, a small rural town in North Jutland, Denmark, which builds its branding efforts around an annual mussel festival. The analysis focuses on the relationship between stakeholders and branding strategies, and in particular aims to uncover the role of the food festival in aggravating or alleviating inherent tensions between different stakeholders and target groups. It is argued that in the case of Logstor making a food festival pivotal, a signature event for the place branding efforts has been created, which appeals to both external and internal audiences, and that this may hold wider lessons for place-branding initiatives in other small towns across Europe.
机译：在全球化时代，农村地区面临着边缘化和边缘化的前景，在这个时代，政府和媒体的注意力越来越集中在欧洲城市和大都市地区的（缺乏）竞争力上。因此，许多农村地区正在寻找方法，通过调动当地资源并采用被认为有助于土著社会和经济发展的政策工具，包括地方品牌建设，来提高其相对于其他地方的地位。毫不奇怪，以食品为特色来描述农村地区已经很普遍了，品牌推广工作围绕着使当地文化资源商品化的当地美食节展开。本文试图通过对丹麦北部日德兰半岛的一个农村小镇Logstor的案例研究来阐明农村地区品牌建设过程所面临的挑战，该研究围绕每年的贻贝节进行品牌建设。该分析着重于利益相关者与品牌战略之间的关系，特别是旨在揭示美食节在加剧或缓解不同利益相关者与目标群体之间固有的紧张关系中的作用。有人认为，在Logstor以美食节为中心的情况下，已经创建了场所品牌活动的招牌活动，吸引了外部和内部受众，这可能为其他领域的场所品牌活动提供更广泛的教训欧洲的小城镇。

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