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Regionalny marketing destynacji w Zaglębiu Ruhry
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ISBN10: 6209406815
ISBN13: 9786209406812
Publisher: Wydawnictwo Nasza Wiedza
Published: Dec 27 2025
Pages: 128
Weight: 0.40
Height: 0.30 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786209406812
Publisher: Wydawnictwo Nasza Wiedza
Published: Dec 27 2025
Pages: 128
Weight: 0.40
Height: 0.30 Width: 6.00 Depth: 9.00
Language: Polish
Przemyslowy region Zaglębia Ruhry, który wciąż boryka się ze skutkami przemian strukturalnych, przez dlugi czas byl postrzegany raczej jako źródlo niż cel podróży turystycznych. Aby zwiększyc atrakcyjnośc regionu zarówno na zewnątrz, jak i wewnątrz, od dziesięcioleci prowadzone są intensywne dzialania marketingowe. W przypadku regionu policentrycznego bez jednolitej struktury administracyjnej stanowi to duże wyzwanie. Ponadto, pomimo wielkich wysilków, wizerunek Zaglębia Ruhry w oczach obywateli Niemiec pozostaje raczej powściągliwy w porównaniu z innymi niemieckimi metropoliami, a poszczególne miasta nadal identyfikują się raczej ze swoimi okolicami niż z Zaglębiem Ruhry. Powstaje zatem pytanie, czy obecna strategia marketingu regionalnego jest skuteczna. Czy region powinien nadal prowadzic wspólny marketing, skoro poza przemyslową przeszlością wydaje się miec niewiele wspólnego, a jego wizerunek jest w dużej mierze negatywny? Większe miasta moglyby również promowac się wylącznie samodzielnie, a mniejsze - wspólnie z otaczającymi je regionami. Kto czerpie korzyści z metropolii Zaglębia Ruhry?
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