Uncovering place identities of Riga: how locals of Riga see and perceive their city?
Author
Pleska, Alisa
Term
4. term
Education
Publication year
2020
Submitted on
2020-01-02
Pages
66
Abstract
This thesis approaches place branding as a dynamic, co-created process and foregrounds residents as identity-holders. It asks how locals in Riga see and perceive their city and seeks to uncover the multiple place identities that emerge from their perspectives. Guided by Baxter et al.’s (2013) framework, the study combines an extensive questionnaire, two focus groups, and an in-depth interview with a Destination Management Company manager, and analyzes the material thematically. The results indicate the existence of 23 place identities for Riga that are both complimentary and non-complimentary. The study also finds that residents do not fully agree with how municipal promotional videos depict the city and its insiders. The findings suggest that Riga’s authorities should reconsider their place branding approach by engaging with and investigating residents’ perceptions; despite data limitations, the identity set identified here offers a starting point for building a more credible place brand.
Denne afhandling behandler place branding som en dynamisk, samskabt proces og sætter beboernes rolle som identitetsbærere i centrum. Den stiller spørgsmålet om, hvordan lokale i Riga ser og opfatter deres by, og sigter efter at afdække de mange stedidentiteter, der udspringer af deres perspektiver. Med udgangspunkt i Baxter m.fl.s (2013) ramme kombinerer studiet et omfattende spørgeskema med to fokusgrupper og et dybdegående interview med en leder fra en Destination Management-organisation, og materialet analyseres tematisk. Resultaterne indikerer eksistensen af 23 stedidentiteter for Riga, som både er rosende og ikke-rosende. Undersøgelsen viser desuden, at beboere ikke fuldt ud er enige i, hvordan kommunale reklamefilm fremstiller byen og dens indbyggere. Fundene peger på, at Rigas myndigheder bør gentænke deres tilgang til place branding ved at inddrage og undersøge beboernes opfattelser; trods databegrænsninger giver det identificerede identitetssæt et udgangspunkt for at opbygge et mere troværdigt place brand.
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