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The study shows a high degree of alignment between Naturns’ strategic planning documents and projects and the core values of the town’s defined identity.
However, the evaluation also revealed clear shortcomings, primarily in public communication, sustainable tourism governance, and the issue of affordable housing.
More than 83% of respondents are familiar with the vision, and those who are familiar with it are more clearly aware of its benefits for community life. The social media channels focus heavily on nature and outdoor topics.
A model was developed that compares data from four areas. This allows locations to assess how well their brand identity is being implemented and to adjust their strategies accordingly.
Abstract of this study
The study introduces a new assessment model that allows municipalities to evaluate how well their developed identity and vision are actually lived out and implemented in everyday life. The South Tyrolean municipality of Naturns, with its “Vision Naturno 2030+,” serves as a real-world test case.
To gain the most accurate possible insight into real-world practice, the model combines four different sources of information:
- Interviews with local government leaders
- A survey of residents
- An analysis of official social media channels
- A review of the municipality’s official strategy and planning documents
The results from Naturns show that the municipality’s official plans already align very well with its stated vision. However, weaknesses were also identified—particularly regarding the ongoing provision of information to the public and the orientation of tourism. The model developed helps the municipality identify such gaps early on and adapt its measures flexibly.
Until now, academic research has lacked practical tools for systematically measuring the implementation of place brands over time. This study fills that gap and shows rural and tourism-oriented communities, in particular, how they can continuously monitor their development in collaboration with local residents.
Key Findings of This Study
- Good Alignment in Policy: Themunicipality’s official policies and strategy documents are already very much in line with the core values of the village vision that has been developed.
- Areas still in need of improvement: However, significant gaps remain in some areas, such as tourism management, affordable housing, and public information.
- High Awareness Among Residents: More than 83% of the residents surveyed are familiar with the vision, which is directly linked to a more positive perception of community life.
- Focus on nature in the media: The municipality’s official social media channels primarily feature nature and outdoor content, while topics such as municipal administration and urban planning are scarcely visible there.
- A model based on four perspectives: The newly developed assessment model systematically compares four data sources: interviews with politicians, public surveys, social media, and official documents.
- A Tool for the Future: This method expands upon existing theoretical approaches and enables communities to continuously monitor and flexibly adapt the implementation of their identity over time.