Inicio > Ciencias de la tierra, geografía, medioambiente, planificación > Ciencias de la tierra/geociencias > Regionalny marketing destynacji w Zagłębiu Ruhry
Regionalny marketing destynacji w Zagłębiu Ruhry

Regionalny marketing destynacji w Zagłębiu Ruhry

Miriam Sommer

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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ciencias de la tierra/geociencias
ISBN:
9786209406812
85,76 €
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Sobre IBD

Przemysłowy region Zagłębia Ruhry, który wciąż boryka się ze skutkami przemian strukturalnych, przez długi czas był postrzegany raczej jako źródło niż cel podróży turystycznych. Aby zwiększyć atrakcyjność regionu zarówno na zewnątrz, jak i wewnątrz, od dziesięcioleci prowadzone są intensywne działania marketingowe. W przypadku regionu policentrycznego bez jednolitej struktury administracyjnej stanowi to duże wyzwanie. Ponadto, pomimo wielkich wysiłków, wizerunek Zagłębia Ruhry w oczach obywateli Niemiec pozostaje raczej powściągliwy w porównaniu z innymi niemieckimi metropoliami, a poszczególne miasta nadal identyfikują się raczej ze swoimi okolicami niż z Zagłębiem Ruhry. Powstaje zatem pytanie, czy obecna strategia marketingu regionalnego jest skuteczna. Czy region powinien nadal prowadzić wspólny marketing, skoro poza przemysłową przeszłością wydaje się mieć niewiele wspólnego, a jego wizerunek jest w dużej mierze negatywny? Większe miasta mogłyby również promować się wyłącznie samodzielnie, a mniejsze - wspólnie z otaczającymi je regionami. Kto czerpie korzyści z „metropolii Zagłębia Ruhry'?

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