7. Contrasting strategies and lived experiences—Cornwall
8. Contrasting strategies and lived experiences—Northumberland
10. Conclusions
The overlap of the two strengthens
place attachment and sentiment in rural areas, adding a particular
challenge for the marketing of these areas, especially if marketing
messages are from outside agents and/or if those messages have
the aim of bringing about certain changes to rural places.
As a result of the diverse audience(s) for place marketing, the
array of images portrayed can appear contradictory; ‘enterprising’
and ‘forward-thinking’ may be associated with new building and
change, whereas touristic and environmental imagery may be
associated with conservation and stasis