Place product in the promotion of communes – the case of the Milicz carp and the Barycz Valley

Kamil Glinka

doi:10.15503/jecs20152.411.424

Abstract

The constant competitiveness for the interest of entrepreneurs, tourists, students makes that local government units put effort into creating their image. However, the limited capital and organizational resources make that these units initiate multilateral promotion actions. Preparing its offer they repeatedly use attractive place products. The main aim of the article is to answer the question whether, if so in what ways, the Milicz carp, treated as a place product, is used in the promotion of the Local Action Group “Partnership for the Barycz Valley” created by the eight communes of Lower Silesia and Wielkopolskie province. Especially while taking into account two elements: first, the premises of the official strategic documents adopted within ‘the Barycz Valley’, second, the conducted in practice promotion actions. The use of two methods: content analysis and comparative analysis allows to state that the Milicz carp, against the goals in the given documents, plays a significant role in the promotion of the cooperating communes. Actions in the field of public relations have the greatest importance. On the other hand, the actions concerning the promotion of the Milicz carp do not accompany all the enterprises shaping the image of ‘the Barycz Valley’.

Highlights

Due to the competition for capital, services and people, local government units more and more frequently put effort into creating their image. They undertake promotion actions which, when properly planned and coordinated, enable them to present their offer for the various groups of receivers
Local cultures and societies the ofÞcial and the actual degree of the use of Milicz carp in the promotion of ‘the Barycz Valley’ communes. It enables to indicate these promotion instruments which play the biggest role in this scope
A crucial meaning is given to the content analysis of source materials, especially the ofÞcial strategic documents

Summary

Introduction

Due to the competition for capital, services and people, local government units more and more frequently put effort into creating their image They undertake promotion actions which, when properly planned and coordinated, enable them to present their offer for the various groups of receivers. Local cultures and societies the ofÞcial (declared) and the actual (implemented in practice) degree of the use of Milicz carp in the promotion of ‘the Barycz Valley’ communes. It enables to indicate these promotion instruments (advertising, sales promotion, personal selling, public relations) which play the biggest role in this scope. The rest of this article will present the conditions and ways of using the Milicz carp in the promotion of ‘the Barycz Valley’

Methods

Summary