SUMMARY
Whether they are nomadic entrepreneurs, self-employed or salaried workers, the health crisis and successive confinements are redrawing the map of the residential attractiveness of territories. This is a major challenge for territorial marketing strategies. Indeed, residential attractiveness refers to a region's ability to attract and retain people.
Small and medium-sized towns, as well as more rural and less urbanized areas, have a card to play in positioning themselves on the new chessboard of residential attractiveness, in the face of individuals who are keen to change their lifestyle and "go green". Moreover, the development of telecommuting has renewed the appeal of a region by disjoining quality of life from job opportunities. Now, an individual can work in an economically attractive area and live in another, perceived as attractive for its quality of life.
Discover our article written for The Conversation magazine. A summary taken from the IMAGETERR20 study on the image of territories, carried out by the A&NMT Chair.
Illustration : Adobe Stock - ©Daniel
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Contact the authors of the article
Christophe ALAUX, Director, Chaire Attractivité et Nouveau Marketing Territorial (A&NMT) and Institut de Management Public et Gouvernance Territoriale (IMPGT) - christophe.alaux@univ-amu.fr
Laura CARMOUZE, Deputy Director, Chaire Attractivité et Nouveau Marketing Territorial (A&NMT) - laura.carmouze@univ-amu.fr
Sarah SERVAL, Deputy Director of the Attractiveness and New Territorial Marketing Chair (A&NMT) - sarah.serval@univ-amu.fr
