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Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals in Rural North Jutland, Denmark

Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals... AbstractRural 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-à-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 Løgstør, 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 Løgstør 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Planning Studies Taylor & Francis

Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals in Rural North Jutland, Denmark

17 pages

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References (67)

Publisher
Taylor & Francis
Copyright
© 2013 Taylor & Francis
ISSN
1469-5944
eISSN
0965-4313
DOI
10.1080/09654313.2013.784594
Publisher site
See Article on Publisher Site

Abstract

AbstractRural 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-à-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 Løgstør, 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 Løgstør 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.

Journal

European Planning StudiesTaylor & Francis

Published: Aug 3, 2014

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