Landscape planning as a way of branding in tourism
Journal Title: International Journal of Contemporary Management - Year 2013, Vol 12, Issue 1
Abstract
The article discusses the issue of landscape planning in conditions of social crisis. While reviewing the issue of collision and conflict in the context of man – environment interaction, the reference was made to the theoretical indications in the field of strategic and planning activities in the brand creation process in terms of space and landscape. An important context is created by a practical aspect of reference to Europe’s good practice of strategic activities based, among others, on landscape planning in the process of implementing spatial policy – such as spatial planning, brand creation and management, and monitoring. In the management of landscape using the appropriate planning mechanisms and the adequate sequence of the formation of strategic documents not only minimizes the risk of degradation to the natural environment, but is also an important factor in implementing the principles of sustainable development and integrated order. Protected areas are a kind of “environmental brand”. The existence of such areas creates an image of the attractive, low degraded natural environment, which is crucial for the development of various forms of ecological tourism, and equally for their eco-certification. In addition to the theoretical aspects, the results of analytical studies concerning a case study of the protected area within the urban system were cited. In the example discussed, a nature reserve “Żurawiniec” in Poznan was used as an “environmental label” to promote living in a place evoking positive associations and to increase the attractiveness of the developer’s offer. In this case, the investor's interest was more important than taking care of the quality of the landscape, integrated order, sustainable development, or future significance of these areas.
Authors and Affiliations
Andrzej Macias, Iwona Miedzińska
Keywords
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