Abstract
The main objective of this article is to analyse whether the positioning of the Pla de l’Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public policies in place branding. The Pla de l’Estany district is one of the smallest in Catalonia and had its moment of splendour during the Barcelona Olympic Games, which positioned it as a place of natural beauty and sports tourism. However, twenty-five years later, we ask whether this positioning needs to be updated. This research deploys a methodological triangulation that combines in-depth interviews with opinion leaders, discussions in focus groups and an online survey open to citizens. This research presents three conclusions: it places the processes of citizen participation as a key element in the construction of territorial brands; refocuses the narrative of the territory of the Pla de l’Estany based on the concepts of “sustainable nature” and “traditional culture”; and conceptualises place branding not just from the perspective of promoting tourism, but also from that of fomenting sustainable governance.
Highlights
The Pla de l’Estany is one of the smallest districts in Catalonia
The presentation of our object of study, the Pla de l’Estany district, can be simplified with the SWOT analysis presented in Table 3, which is based on an extensive bibliographic and documentary review
The Pla de l’Estany district is experiencing a clear contrast between the youth of the region, as a recognised administrative space as a Catalan district, and an old tradition maintained throughout history, where the lake and the activity around it is the backbone of the region
Summary
The Pla de l’Estany is one of the smallest districts in Catalonia. Located around the lake of Banyoles, which shapes the identity of the region, it combines rural areas with urban spaces. The aim of this article is to analyse whether this positioning can be adjusted within a context of possible saturation of the sports brand, and if the public administration, in this case the district council, can find already existing values and/or attributes that can improve its reputation and image, at both a national and international level. In this regard, this article evaluates whether the development of a regional branding strategy led by the public administration, linked to the definition of tangible and intangible assets of the territory, can integrate diverse citizen voices in the community construction of a new positioning
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