RESEARCH ON STAKEHOLDER ENGAGEMENT IN PROTECTING THE LOCAL BRAND AS A SUSTAINABLE DESTINATION
The main objective of the research is to identify the degree of involvement of several interested parties in protecting the local brand. In sustainable rural development, as well as in place branding, a challenge is the involvement of multiple stakeholders, especially the "unusual suspects"...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Agricultural Sciences and Veterinary Medicine, Bucharest
2024-01-01
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| Series: | Scientific Papers Series : Management, Economic Engineering in Agriculture and Rural Development |
| Online Access: | https://managementjournal.usamv.ro/pdf/vol.24_1/Art87.pdf |
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| Summary: | The main objective of the research is to identify the degree of involvement of several interested parties in protecting the local brand. In sustainable rural development, as well as in place branding, a challenge is the involvement of multiple stakeholders, especially the "unusual suspects". During the research, numerous other secondary objectives were achieved, and starting hypotheses were established, which are verified at the end of the article.Establishing the objective of the research falls within the current guidelines of the CAP in the agri-food sector, which aims to increase productivity from farm to fork. The study was carried out between March 2022 and October 2023, with questions regarding the involvement of interested parties (producers, local authorities, distributors, etc.) in protecting the local Măcin brand as a sustainable destination.The total sample was 93 interviewees, from which 15 resident specialists of the Dobrogea area, Măcin, Tulcea county were selected to answer the final objective of the study. This exploratory study addresses knowledge gaps through in-depth interviews with key professionals in Tulcea.The results suggest that the potential of the CramaMăcin brand of the destination can be negatively affected by a concentration of restrictive thinking, which prevents the introduction of innovation in the management of the place. Further quantitative research is needed to elaborate these findings in other cities to improve understanding of the uses and interpretations of local branding among stakeholders. |
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| ISSN: | 2284-7995 2285-3952 |