3. Place identity
the positive emanations of social capital in rural areas have been
associated with a plurality of cultural identities and diverse networks
of social relationships (Lee, Arnason, Nightingale, & Shucksmith,
2005) and these are integral to the territory that is being marketed.
It is from this context whereby marketed identity needs a strong
overlap with experienced identity, that the marketing of Cornwall
and Northumberland as places for tourism and business investment
is explored, to understand whether the social angle can be better
integrated into marketing strategies Fig. 2.