Exploring Synergies between Place Branding and Agricultural Landscape Management as a Rural Development Practice

Abstract

This article explores the synergies between place branding and agricultural landscape management as a rural development practice. We hypothesise that place branding strategy can be used as a process to combat the homogenisation of regions and help to build networks and institutions that strengthen rural development. In order to explore these synergies an extended case study was undertaken in four Belgian regions that display major differences in their place branding processes and agricultural characteristics. The research revealed that in all four cases vital coalitions are being formed between the organisations involved in place branding and local farmers, and that both parties have benefited as a result. Intensive and transparent communication within the place branding process has proven to be essential in strengthening these synergies.

Agri-environmental collaboratives for landscape management in Europe

“…'Intensive, transparent communication' was highlighted by Mettepenningen et al [16] as the basis for 'forming vital coalitions' between farmers and other rural actors.…”

“…Landscape management also needs to take account of the varying preferences of non-landholders, including locals, tourism operators, conservation associations, among others [15]. Mettepenningen et al [16] illustrate Agri-environmental collaboratives in Europe Prager 61 Table 1 Examples of approaches to agri-environmental coordination and collaboration AES scheme using agglomeration bonus payment to encourage ecological networks [17] Northeim Project, Germany Geographically targeted auction (pilot) with an element of local engagement in decision-making [18] Common Land Element in Glastir, AES in Wales…”

Analyzing Cultural Markers to Characterize Regional Identity for Rural Planning

“…In this context, systematic means to either use existing regional identities for planning or to act upon its remnants and redefine them. The latter may be necessary because regional identities also appear weak (Simon, Huigen and Groote, 2010) and inconsistent, which means that different and/or conflicting ideas of identity exist (Kneafsey, Ilbery and Jenkins, 2001;Mettepenningen et al, 2011). Thus, the question emerges, how can planners efficiently capture the identity of a region?…”

The Rural Tourism as Development Opportunity or Farms. The Case of Direct Sales in Sicily

“…For the farm, in addition to sales prices increase, there is also a rise of land value and of all products and services related to rural tourism as well as a diversified food and wine basket (Mettepenningen et al, 2012). Tourists present in the area generate a multiplicative effect on activities related to agriculture such as agritourism, but also on the accommodations facilities of the territory, generating new employment.…”