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Geography A Level Content > 1.3.7 The Rebranding Process and Players in Rural Places > Flashcards

1.3.7 The Rebranding Process and Players in Rural Places Flashcards

1
Q

How are governments agents of change?

A
  • Improve infrastructure
  • Control tax policy
  • Provide/improve public services
  • Legal power to change land use (e.g. compulsory purchase order)
  • Win sporting events
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2
Q

How are corporate bodies agents of change?

A
  • Investment (e.g. FDI)
  • Improve technology
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3
Q

How can PR be an agent of change?

A
  • Help to give a clear image to improve a place
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4
Q

How are community/local groups agents of change?

A
  • People can come up with their own ideas
  • Can do lots of the labour for free as volunteers
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5
Q

What is the aim of rebranding?

A

To attract new investment, shops, tourists and residents

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6
Q

What does rurality mean?

A

The degree to which an area of the natural, non-urban world depends on agriculture/food/forestry

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7
Q

What does peripherality mean?

A

The distance either in time or space from the opportunities provided by urban areas

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8
Q

What percentage of jobs in rural areas are in farming?fishing and tourism?

A

Farming/fishing = 7%
Tourism = 12%

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9
Q

What is a rural area? (from the 2004 definition)

A

Areas in which no settlement is greater than 10,000 people

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10
Q

What are suburbs?

A

Area towards the edge of a city where the majority of land use is low density housing

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11
Q

What is the hinterland?

A
  • Area outside an urban area, whose primary economic orientation is that city
  • Can reach a city in 45mins
  • Similar to RU fringe
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12
Q

What is a remote rural area?

A

Far away from urban areas

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13
Q

What percentage of people live in rural areas in England and Wales?

A
  • 18.5% of the English/Welsh population live in rural areas
  • 33% of those live in rural hinterlands
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14
Q

What percentage of the English/Welsh rural population work in cities?

A

20%

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15
Q

How have technological improvements caused the primary workforce to decline?

A
  • Replaces human labour
  • Reaper and binder took away jobs in the 19th century
  • Combine harvesters, picking technology and machinery for raising root crops replaced human labour
  • There has also been a rise in agriunits which cultivate crops under controlled conditions
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16
Q

How has the rising scale of farms caused the primary workforce to decline?

A
  • Farms have grown and small scale family farms have merged
  • Supermarkets demand economies of scale (especially evident in dairy farming)
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17
Q

How has the rise in factory farming caused the primary workforce to decline?

A
  • Of livestock and birds
  • In salad vegetables picked, priced and packed in industrial units
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18
Q

How have year round crops caused the primary workforce to decline?

A
  • A demand for the supply of certain crops both in and out of season has increased supply from foreign, usually cheaper, suppliers
    E.g. Kenyan runner beans, Spanish tomatoes
19
Q

How has rural employment changed in England between 2008 and 2012?

A

Hinterland:
- Lost mining/quarrying (-1%) and manufacturing (-0.5%)
- Growth in health and social care (+1.5%) and tourism (+0.2%)

Remote rural:
- Lost mining/quarrying (-0.3%) and manufacturing (-0.5%)
- Growth in tourism (+0.8%) and wholesale/retail (+0.5%)

20
Q

What is rebranding?

A

The way a place is changed and marketed so that the image and perception of it are improved

21
Q

What is regenerating?

A

A long term process aimed at improving the economy and social environment of the area

22
Q

What is reimaging?

A

Changing the reputation and perception of the area by the use of specific improvements

23
Q

What is the rural idyll?

A
  • The romantic idea that the countryside and the past is better
  • Conservative idea as people want to protect the idea from unwanted changes
  • Leads to rural areas being preserved/protected
24
Q

What aspects of rural areas are preserved?

A
  • Traditional buildings
  • Local employment
  • Locally born population
  • Rural pursuits

Often due to inherent beauty or because people live there

25
Q

What is the rural idyll not accurate?

A
  • Where food production occurs and any cultural sensitivities can get in the way of efficient farming
  • It is a perception which glosses over socially excluded groups like travellers
  • Focuses on one perception of the countryside and ignores the others
  • Rural employment is only 1% in primary industry
26
Q

What themes are used to rebrand rural areas?

A
  • Recreation
  • Heritage
  • Media
  • Event management
  • Food and produce
27
Q

Why did Blaenau Ffestiniog need rebranding?

A
  • Founded as a town based on primary industry
  • Decline of quarrying led to a decline in population
  • Population was only 4900 in 2011
28
Q

What was done to rebrand Blaenau Ffestiniog (recreational)?

A
  • Has a station on the Ffestiniog and Welsh Highland Railway (end stop on the Ffestiniog line)
  • Part of the UNESCO ‘slate landscape of North Wales’ World Heritage Site
  • Antur Stiniog 2007 was an initiative that established mountain bike trails and it now employs 19 people
  • Zip World (built in the old quarries) employs 450 people
  • 2015 Velorail uses sustainable bike technology
  • Bounce Below trampoline park was built
  • Y Dref Werdd (Green Town) project aims to reduce social problems among population, improve health and create a community of stakeholders who are passionate about the environment and contribute to community development
  • Project has developed new allotments and is introducing smart energy
  • Blaenau Ymlaen was set up in 2006 as a local partnership between the community and the researchers developing the project
  • Locals came up with the idea of turning the slate railway into a tourist railway, which was converted by volunteers
29
Q

What external bodies provided assistance with funding?

A
  • Gwynedd County Council
  • Welsh Government
  • European Union funding
30
Q

How has heritage been used to stimulate economic activity in Coombe Martin, North Devon?

A
  • The Hunting of the Earl of Rone is a large event
  • Important moment in history is reenacted by locals
  • Banned in 1837 but reinstated in 1974 to attract tourists and promote heritage
  • People of Coombe Martin have a genuine attachment to their customs and they themselves have kept it going for centuries (shows resilience)
31
Q

How is media used to rebrand Northern Ireland?

A
  • Game of Thrones series was filmed in Northern Ireland
    E.g. Dark Hedges (Ballymoney), Castle Ward, Ballintoy Harbour, Tollymore Forest Park, Magheramorne Quarry
32
Q

How can the Game of Thrones series be used to generate tourism in Northern Ireland?

A
  • People want to visit filming locations
  • Creation of the Game of Thrones Studio Tour
  • Local businesses engage with the Game of Thrones legacy
  • Restaurants and pubs near filming locations may have themed menus, events and accommodations
  • Local stores sell Game of Thrones themed products
  • Themed activities in the area
33
Q

How many visitors and how much money does the Game of Thrones add to the economy of the rural areas?

A
  • By 2018, 350,000 people travelled to Northern Ireland per year
  • From 2010 to 2014, the series contributed between £21 million and £23 million annually
  • Between 2010 and 2018, GOT tourism contributed £250 million and the annual contribution if roughly £50 million
34
Q

What are the positive impacts of Game of Thrones tourism in Northern Ireland?

A
  • Economic growth as money is spent on tours, dining, souvenirs and accommodation
  • Job creation in hospitality, transportation and in the Studio Tour
  • Global recognition attracts further investments
  • Preservation and promotion of heritage, with some funding towards conservation
  • Diversification of tourism from others
35
Q

What are the negative impacts of Game of Thrones tourism in Northern Ireland?

A
  • Overtourism leads to overcrowding which damages natural environment and the traffic congestion/noise disrupts locals
  • High footfall at sensitive sites (e.g. Cushendun Caves) has led to erosion and littering
  • Increased vehicle emissions from tourist buses
  • Uneven economic benefits
  • Some locals feel like their heritage/natural landscapes have been over-shadowed or overly commercialised
  • Tourism is dependent on GOT so may decline as the show recedes from public attention
36
Q

How has the Goodwood Festival of Speed represented Goodwood, West Sussex well?

A
  • Celebrates the area’s motorsport heritage
  • Beautiful grounds and location which promotes WS’s natural beauty
  • Attracts globally renowned people which creates an international reputation
  • Highlights community as they work together to organise the event
  • Duke of Richmond hosts it
37
Q

How does the festival boost the local economy?

A
  • Attracts up to 200,000 visitors each year
  • Brings substantial spending power and attendees stay in West Sussex after to explore the area
  • Increased demand for taxis, car rentals and public transport
  • Surge in accommodation bookings for hotels, B&Bs and rentals (booked up months in advance)
  • Tourists visit restaurants, pubs and acfes
  • Creates jobs through event staff and employing local suppliers
  • Exposure and networking opportunities for local businesses
  • Attracts future tourism/investment
  • Encourages infrastructure improvements
  • Brings £25 million annually
38
Q

Why has the provenance of food and drink been used to rebrand Cartmel, Cumbria?

A
  • A small village of 1500
  • Home of sticky toffee pudding which is now a centre for high end gastronomic tourism
39
Q

How does Cartmel use food produce to attract visitors?

A

Sticky toffee pudding:
- Home of the sticky toffee pudding
- Patented the name for further income, which aided improvements of the village shop
- Attracts food enthusiasts
- Historical narrative is emotional
- Offer tours and tastings

Celebrity chefs:
- Simon Rogan established L’Enclume which is a 2 star Michelin restaurant in the old forge
- Named number 1 restaurant in the UK by Good Food Guide
- Celebrity chef Chris Evans raved about Cartmel on Radio 2

Other:
- Cheese shop has located in Cartmel to benefit from the growing gastronomic cluster (Cartmel Cheese)
- A market in the historic setting outside the Priory (the 12th century church)

40
Q

How does Cartmell use recreation and heritage to add to its appeal?

A
  • Horse racing
  • Racecourse is a venue for stadium style concerts in summer
  • Cartmel Priory is a key heritage site
  • Architectural heritage and preservation of character
  • Attracted craft and retail business
41
Q

What is habituation/NIMBYism?

A
  • Objection to change by locals due to attachment to past memories
  • Wish village to remain as it once was
42
Q

What are the positives of rebranding?

A
  • Can harness perceptions of a community and community spirit by encouraging volunteering in place of local government services
  • Boosts economy
  • Creates jobs
43
Q

What are the problems associated with rebranding?

A
  • Overtourism which causes environmental degradation and loss of tranquility
  • Seasonal employment
  • Changing demographics as there are increased retirees and holiday homes
  • Develops a reliance on tourism

Geography A Level Content (25 decks)

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