TERRITORIAL MARKETING IN THE BALTIC SEA REGION PORT CITIES

Authors

  • Gunta Grinberga Zalite Dr.oec., associate professor, Latvia University of Agriculture, Jelgava (LV)
  • Joanna Hernik PhD, professor, West Pomeranian University of Technology, Szczecin (PL)

DOI:

https://doi.org/10.17770/lner2017vol1.9.2672

Keywords:

territorial marketing, regional competitiveness, Baltic Sea region countries

Abstract

Today in the Baltic Sea region, territorial marketing plays a substantial role both for tourist attraction and local young families, a quality workforce and students’ retention to the region, which is not easy due to the wide scope of work and travel opportunities in the European Union Member States. Territorial marketing aims to increase the prestige of a territory by attracting local and foreign subjects to the territory by creating an expressive image, maximal use of the territory’s natural, material and technical as well as financial, labour and social resources. The Baltic Sea region countries have a lot in common: historical heritage of Soviet Union influence until 1991, which has left its impact both on their architecture, city planning and on peoples’ mentality; joining the European Union in 2004 and since then struggling with common market side effects that force these countries to look for new ways to sustain their regional competitiveness. The current research focuses on exploring the experience of territorial marketing use in four Baltic Sea region port cities: Parnu (Estonia), Ventspils (Latvia), Klaipeda (Lithuania) and Szczecin (Poland). The research aimed to compare the territorial marketing approaches used in the four Baltic Sea region port cities and specifics of brand positioning for the cities. In the research work, desk study and the comparative method were applied to aggregate and interpret secondary data on the four cities’ development trends. Analysis and synthesis methods were applied to investigate the elements of territorial marketing. 

Downloads

Download data is not yet available.

References

FOURNIER, S. (1998). “Consumers and their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research 24 (March 1998), pp. 343-347.)

GAIDULE, I. (2017). Master thesis “Territorial marketing of Eastern Latgale”, Latvia University of Agriculture, Jelgava.

HEALTH, SERVICES (s.a.). Retrieved 11 June 2017, from https://www.klaipeda.lt/eng/Health-services/193862

HERNIK, J. (2013). Szczecin as a touristic destination – analysis and suggestions for sustainable development, Economic Science For Rural Development No. 31 – Integrated And Sustainable Regional Development, pp. 79-84.

KLAIPEDA CITY MUNICIPALITY (s.a.). Retrieved 11 June 2017, from https://www.klaipeda.lt/eng/

KLAIPEDA OLD TOWN, (s.a.). Retrieved 11 June 2017, from http://www.klaipedainfo.lt/en/sightseeing-places/klaipeda-old-town/

KLAIPEDOS MIESTO PREKLES ŽENKLO FIRMINIO STILIAUS VADOVAS (2016). Retrieved 11 June 2017, from https://www.klaipeda.lt/get_file.php?file=eWFCbW9XV1pscUpqMDJUTGNKdVVrcGVUbktacFltV2t4NVNZbkdpWmw2S1ptbVNvYm1lWHNHbkphTSUyQmRvNU9Xd3RlWGFHcVpaYURMb2NTYlpHS2Nhc3hzYW1oc2JwcG5hTk9TeW15ZGxHeVlyOHlsYlpScG9KZWxrcHRybEpXWGxwUmtsNXVxazVwbDBaZktuWm1hb0pMVG1hU1lZV21ublptV25HWnJ5WEhL

KOTLER, P., ASPLUND C., REIN, I., HAIDER, H.D. (1999). ‘Marketing Places Europe: Attracting Investments, Industries and Visitors to European Cities, Communities, Regions and Nations’. London & New York: Prentice Hall, 314 p.

MUSEUM ACTIVITIES (2017). Retrieved 11 June 2017, from http://muziejus.lt/en/en/museum-activities

ONLINE ENCYCLOPAEDIA OF SZCZECIN (s.a.). Retrieved 10 June 2017, from http://encyklopedia.szczecin.pl/wiki/Herb_Miasta_Szczecina

PARNU LINNA TUNNUSLAUSE (2016). Retrieved 10 June 2017, from https://www.riigiteataja.ee/akt/418062016006

SOLOMON, M.R., MARSHALL, G.W., STUART, E.W. MARKETING. (2008). Real People, Real Choices. New Jersey, Pearson Prentice Hall, 2008, pp. 600.

STATISTICAL OFFICE IN SZCZECIN. Retrieved 10 June 2017, from http://szczecin.stat.gov.pl/

SYMBOLS OF PARNU (s.a.). Retrieved 11 June 2017, from http://www.parnu.ee/index.php/en/home/symbols-of-parnu

SYMBOLS OF PARNU (s.a.). Retrieved 11 June 2017, from http://www.parnu.ee/index.php/en/home/symbols-of-parnu

TERRITORIAL MARKETING STRATEGY FOR LATVIAN MUNICIPALITIES. METHODOLOGY. (2013). Retrieved 11 June 2017, from http://www.vraa.gov.lv/uploads/ronalda/home_market/tmss_171213_1_methodology.pdf

THE HISTORY AND CULTURE OF SCZECIN (s.a). Retrieved 10 June 2017, from http://www.ncdc.eu/single-post/2014/10/01/The-History-and-Culture-of-Szczecin

UNEMPLOYMENT STATISTICS (in Latvian, s.a.). Retrieved 11 June 2017, from http://www.nva.lv/index.php?cid=6&mid=67

VENTSPILS KAROGS (s.a.). Retrieved 11 June 2017, from http://www.ventspils.lv/lat/par_ventspili/ventspils_simbolika/?doc=165

VENTSPILS SIMBOLIKA, (s.a.). Retrieved 11 June 2017, from http://www.ventspils.lv/lat/par_ventspili/ventspils_simbolika/?doc=171

WELCOME TO PARNU (s.a.). Retrieved 11 June 2017 from http://www.parnu.ee/index.php/en/

WHY TO VISIT PARNU? (s.a.). Retrieved 11 June 2017, from https://www.visitparnu.com/en/visitor/why-to-visit-p

Downloads

Published

2017-11-30