Znamčenje kot spodbuda za razvoj zavarovanih območij: primer kolektivne blagovne znamke Krajinskega parka Goričko

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Zavarovana območja nudijo svojevrstne priložnosti za ohranjanje naravne in kulturne dediščine. Zaradi svojega režima ohranjanja bi lahko postali prostori inovacij. V Sloveniji je bil z namenom spodbujanja teritorialnega razvoja izveden pristop znamčenja območja v Krajinskem parku Goričko. Prispevek analizira razvoj tega procesa kot študijo primera. Rezultati kažejo, da je pri tem pomembno vzpostavljanje sodelovanja in mreženja med ponudniki na območju ter ozaveščanje o strateških prednostih njihove lokacije. Ovrednotenje izvajanja znamčenja v parku kaže na pozitivne učinke: krepitev sodelovanja med ponudniki, razvoj skupne identitete ter izboljšanje možnosti promocije in prodaje, vendar pa opozarja na izzive povezane s prostorsko neenakostjo ter omejitve financiranja in organizacije. Branding as a development stimulus for protected areas: The case of the collective trademark of Goričko Nature Park Nature parks represent special areas for preservation of natural and cultural heritage. Due to their conservation regime, they could become spaces of innovation. In Slovenia, with aim of promoting territorial development, approach of branding area was implemented in Goričko Nature Park. This contribution analyzes the development of branding process as a case study. Results show that it is important to establish cooperation and networking among providers in the area and to raise awareness of the strategic advantages of their location. The evaluation of implementation of branding in the park shows positive effects: strengthening cooperation among providers, developing a common identity, and improving promotion and sales opportunities, but it also highlights challenges related to spatial inequality and limitations of funding and organization.