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Polish Title

Poprawa jakości życia poprzez branding miejsca na przykładzie dzielnicy Lashkar Abad w Ahwaz (Iran)

Author ORCID Identifier

https://orcid.org/0000-0002-8012-2205 Erfanian Salim Mona

Abstract

Iran has many tourism assets in its cities which can be developed by place branding and destination marketing. Anousheh Street in the Lashkar Abad neighborhood of Ahwaz shows good practice in this field. It is a dynamic and active public space in a tourism context that has become well-known in spite of its inappropriate economic and social background. This article describes the process of change. For this purpose, it uses the analysis based on interviews with stakeholders. It indicates features modelled on the principles of place branding. The results show how urban development can be enhanced relying on tourism assets.

Polish Abstract

Miasta współczesnego Iranu posiadają wiele walorów turystycznych, w oparciu o które można budować markę miejsca. Ulica Anousheh w dzielnicy Lashkar Abad w Ahwaz reprezentuje dobre praktyki w tym zakresie. Jest to dziś dynamiczna przestrzeń publiczna w kontekście turystyki, która stała się znana pomimo nieodpowiedniego zaplecza gospodarczego i społecznego. Autorka artykułu, wykorzystując m.in. analizę wywiadów z interesariuszami, przedstawia proces zmian i eksponuje aspekty oparte na zasadach brandingu miejsca. Wyniki pokazują, w jaki sposób można poprawić rozwój obszarów miejskich w oparciu o walory turystyczne.

Keywords

quality of life, place branding, tourism assets, Ahwaz (Iran)

Polish Keywords

jakość życia, branding miejsca, walory turystyczne, Ahwaz (Iran)

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First Page

7

Last Page

13

Language

eng

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