Potencial sodelovanja mladih pri vodenju trženja lokalnega območja
DOI:
https://doi.org/10.4335/20.1.193-214(2022)Ključne besede:
trženje, družbeno udejstvovanje, privlačnost območja, potencial za sodelovanje, mladinaPovzetek
Namen tega sestavka je določiti glavne značilnosti potenciala sodelovanja mladih pri trženju območja, ki bodo služile vpeljavi znanstvenega pristopa k trženju mest s sodelovanjem prebivalcev v različnih državah. To je prvi sestavek, ki pristopa k problemu sodelovanja mladih pri trženju krajev, in upošteva izkušnje iz različnih držav. Rezultate ankete mladih ljudi v več mestih na Poljskem, v Romuniji, Armeniji in Rusiji smo uporabili za razvoj modela potenciala sodelovanja mladih pri trženju območja na podlagi dveh lestvic – privlačnost območja in pripravljenost mladih za sodelovanje pri promociji njihovih domačih krajev. Mednarodne razlike v zastopanosti raznih mladinskih skupin so bile ovrednotene v luči njihovega potenciala za sodelovanje pri trženju lokalnih območij. Ta model se lahko uporablja kot osnova za razvoj mestnih programov za vključevanje mladih v trženje območja. Ti programi se ne razlikujejo bistveno med državami in med mesti. Toda model se lahko na prvi stopnji razvoja takšnih programov uporabi za opredelitev posebnosti vsakega območja na podlagi ocene potenciala v skladu z raziskavo, ki je predstavljena v sestavku.
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