Management of formation of image of Lithuanian countryside
- Publisher: Publishing House of Šiauliai University
Ekonomika ir vadyba : aktualijos ir perspektyvos,
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.