SUMMARY
Céline GARDIER - Master 2 Public Management - Attractiveness and New Territorial Marketing - Academic year 2019/2020
In a context of profound societal change, major aspirations are moving towards a more sustainable, alternative and resilient lifestyle model. This "desired" new way of life translates into a need to reconnect with strong, authentic human values of a return to nature and everyday well-being. Added to this is the Covid health crisis and the period of confinement, which have accentuated a deep-seated desire for the dream life in the countryside.
But doesn't this ideal lifestyle come up against a very different reality?
These paradigm shifts are forcing rural areas to rethink their development and attractiveness models. This study, based on the unique model of the Regional Nature Parks, looks at this approach to a new rurality in line with societal aspirations and values.
Endowed with a very positive perceived image, these predominantly rural territories offer wide-open spaces of preserved nature, "living" countryside, where values of sharing, authenticity, hospitality and conviviality are found.
If the positioning of the rural utopia, backed by the promise "Another life is invented here!®", is part of a favorable societal environment, the Parks must reinvent themselves to meet the challenge: by banking on the social value of the territories, by strengthening cooperation with infra- and supra-territorial stakeholders, by cultivating citizen participation and social innovation through the mobilization of link marketing.
Regional nature parks are also inspiring "laboratories" capable of enriching the barometer of sustainable territorial attractiveness with alternative indicators of wealth, such as the happiness index...
To consult this study dissertation
This dissertation is available on request only to IMPGT students and partners of the A&NMT Chair. You can also contact the author: Céline GARDIER - cgardier59@gmail.com
