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Local Action Groups as a New Marketing Entity in Local Governments. A Case Study From the Lubelskie Province

100%
Guzal-Dec D.
Olsztyn Economic Journal
|
2018
|
vol. 13
|
issue 2
167-181
XX
This paper defines the scope and tools used within the framework of a marketing function, particularly including communications by Local Action Groups (LAGs). The aim of the research was to determine the significance of LAGs in the creation of a territorial product and the range of Public Relation (PR) applications by LAGs in the marketing communication of municipalities. This was achieved by means of a literature review, desk research and the analysis of documents including those that directly regulate the functioning of all 22 LAGs from the Lubelskie Province during the 2014 to 2020 period. According to the research results, the marketing activities of LAGs constitute a combination of activity with respect to product development and PR, activity related to the creation/development of tourism products and their promotion. The marketing activity of LAGs is a synergistic reinforcement of the marketing activity conducted by individual local governments in the area of product development and shaping of the image. LAGs are an entity actively participating in PR. They also enhance the catalogue of PR tools used by the administration of rural municipalities.
2
Content available remote

Local Action Groups (LAG) as an important strategic partner for rural development in the Region of South Bohemia

88%
Pártlová P., Hron J.
Littera Scripta
|
2016
|
issue 1
99-110
EN
This paper presents the opportunities for using local action groups (LAG) as an ideal platform for the initiation of the functional and long-term development of rural regions. Countryside areas in the Czech Republic are facing an exodus of young people and a decreasing level of education. These problems are compounded by the non-conceptual approach to implementing solutions to resolve rural development issues. These problems need to be dealt with at all levels i.e. national, regional and local. The existing measures, mainly legislative and legal support, do not correspond with the importance of the issues at hand. At present, any development plans that are put forward are placed before local governments for approval. The local governments cooperate with LAGs to select those proposals that are realistic and can be supported from limited budgets. Unfortunately, development objectives that have the potential to work in larger territories often face major barriers “from above and from below”. This paper identifies those factors that would make it feasible to use the management staff of local action groups as coordinators in the given region. With their detailed knowledge of the region they are able to assist in targeting various forms of financial support where they are most needed, as well as being able to initiate cooperation at different levels that would contribute to the actual and complex targeting of that support. The management staff of local action groups are also aware that rural development cannot only rely on a wave of subsidies. However, these resources can be used to build a strong partnership between the public, private and non-profit sectors. Prosperous rural regions are those regions in which local businesses function with the support of local governments and where the level of the local (and/or regional) education system is successfully maintained or improved and to which educated people return after their studies in larger towns. LAGs may substantially contribute to the solution of the aforementioned issues.
3
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Komodifikace venkova a utváření identity regionu

75%
Delín M., Pospěch P.
Sociologický časopis. Czech Sociological Review
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2016
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vol. 52
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issue 2
209-235
EN
This paper focuses on the commodification and marketisation of Czech rural areas and on the consequences these processes have for regional identities. Through a case study of a Local Action Group (LAG), the paper traces the construction of rurality and the ways in which rurality is employed as an identity tool and a market commodity. The study is grounded in a constructivist approach in rural sociology, emphasising the multiplicity of meanings ascribed to the rural by stakeholders. The study highlights the identity politics produced by rural development programmes and the implications these have for defining regional borders and for the very notion of ‘rurality’. Commodification gives rise to a sphere of cultural economics, whereby the past and natural and cultural heritage are sold on the market. The establishment of a certified brand of regional products is an important tool of cultural economics. Two layers of identity are traced in the study of this process (and of the activities of the LAG in general). The paper argues that the tension between the layers of marketised identity and quasi-natural identity reflects the tension between professional and lay discourses of rurality.
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