Poprawa jakości życia poprzez branding miejsca na przykładzie dzielnicy Lashkar Abad w Ahwaz (Iran)
DOI:
https://doi.org/10.18778/2543-9421.03.01Słowa kluczowe:
jakość życia, branding miejsca, walory turystyczne, Ahwaz (Iran)Abstrakt
Miasta współczesnego Iranu posiadają wiele walorów turystycznych, w oparciu o które można budować markę miejsca. Ulica Anousheh w dzielnicy Lashkar Abad w Ahwaz reprezentuje dobre praktyki w tym zakresie. Jest to dziś dynamiczna przestrzeń publiczna w kontekście turystyki, która stała się znana pomimo nieodpowiedniego zaplecza gospodarczego i społecznego. Autorka artykułu, wykorzystując m.in. analizę wywiadów z interesariuszami, przedstawia proces zmian i eksponuje aspekty oparte na zasadach brandingu miejsca. Wyniki pokazują, w jaki sposób można poprawić rozwój obszarów miejskich w oparciu o walory turystyczne.
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