Management of formation of image of Lithuanian countryside

Article Lithuanian OPEN
Atkočiūnienė, Vilma ; Boculo, Irina (2011)
  • Publisher: Publishing House of Šiauliai University
  • Journal: Ekonomika ir vadyba : aktualijos ir perspektyvos, volume 2,011, issue 4 (24), pages 31-41 (issn: 1648-9098)
  • Subject: Kaimo vystymasis | Economics | Villages | Rural development | Ekonomika | Lithuania ; Country image evaluation criteria ; Countryside formation ; Countryside image formation evaluation criteria ; Evauation criteria ; Image | Kaimai

Image formation of country­side is part of a regional image itself; it includes all general country­side development areas. Image formation of country­side is based on the efforts made by different concerned actors and their additional initiative; consequently, the core activity of the above process is management. The investigation is aimed at the analysis of theoretical constituent actors assign ed to the process of development of country­side, at the identification of country­side image elements and actors involved in image formation, moreover the investigation is performed in order to evaluate the key image formation element of the Lithuanian country­side – Lithuanian country­side development programme for 2007-2013. The analysis foresees the application of scientific literature, document analysis, quality assessment, content analysis, synthesis, congruence, induction, deduction, and graphical presentation methods. Analysis of image formation enabled the determination of Lithuanian country­side key document orientation to the precise development segments, influence of the region on the country­side image formation process, and the most powerful actors involved in the Lithuanian country­side image formation. The investigation presents a description of the indirect Lithuanian country­side image formation by discussing the implementation of regional development strategy which consitutes the core for country­side image formation. Image is a generality of opinion, idea, or impression of the society or of a particular group of people made about the object; it is an imitation or model of the object possessing the exact form and stimulating or even limiting power. The country­side image unites feelings and evaluation made by country­side inhabitants, visitors, investors or other country­side development actors regarding the particular place, and unique products or services provided at the particular place. Country­side image evaluation criteria that have been formed on the basis of the theoretical knowledge is a sufficient aspect to be applied for the analysis of country­side image formation means and control of the country­side image to be formed. The evaluation criteria include all the key spheres of image formation: land development strategies, infrastructure, agricultural activities, creation and distribution of unique products, culture, traditions, handicrafts, tourism, public activities, intelligent means of the country­side and their distribution. Special attention shall be paid to the target market during the analysis and evaluation of country­side image formation means: local inhabitants, visitors, investors, and export markets. Some problems have been uncovered and particular recommendations concerning the necessity for the long-term perspective have been provided. Analysis of the country­side development programme for 2007-2013 has shown that great attention is paid to the multipurpose agricultural development, trainings for the country­side inhabitants as actors interested in country­side development, public activity stimulation, infrastructure modification, intelligent networks formation. The above activity of the country­side has mainly positive effect on the country­side image, life quality of the country­side inhabitants, and country­side attraction. Still, measures intended for civil identity preservation that are less popular among the applicants, are as significant as the above activity: preservation and development of culture, traditions, and handcrafts. Actors involved in the country­side image formation perform their activity on three levels: national, regional and local. Integrated activity brings great possibilities for centralized and decentralized country­side image formation. Country­side image can be formed directly or indirectly. The direct country­side image formation means that particular concerned actors develop image formation strategy and means, and implement them by provision of the required funds. The indirect country­side image formation means that particular concerned actors implement strategic means in order to achieve other goals, and financial sources are not used for the country­side image creation and improvement. Formed positive country­side image will influence all the processes in the particular area; the country­side area will become more attractive for life, work, and investments.
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