Vasalemma valla imago kohalike õpilaste hulgas
The imago of Vasalemma Parish among local students. The purpose of this bachelor's thesis was to analyse the image of Vasalemma Parish among local students. It was also important to find out if a good image of an area is enough to keep young people from leaving the parish. Different methods like formalized questionnaire , semantic differential and an expert interview were used to conduct this inquiry. The first part of the bachelor`s thesis focused on the theoretical basis, such as the different definitions of image, the difference between place image and the image of an organisation and the factors, that influence the development of an image. It also focused more on the subject of place marketing, because it is important for place marketers to know what the target group is thinking about a specific place. The second part of the research introduced the methods that were used, focusing also on the pros and cons. The third part of the thesis explains the results of the research. It appeared, that the students think, that the image of Vasalemma parish is positive and they like to live there. Students described the parish through the evaluation factor as „own“, „safe“ and „open“. It appeared on a more narrow level, that students also describe the parish with a negative adjective „monotonous“. A difference also occurred, when the comparison was made between classes and sexes. The students in the 7th grade saw Vasalemma in more positive light than the older students and boys find that the parish is „monotonous“ and the girls find that it is more „diverse“. Young people in the general selection didn`t have an oppinion on weather they want to be connected to Vasalemma in some way in the future or not, but when the result was compared between Vasalemma and Ämari school, it turned out, that the students of Ämari school didn´t want to be connected to Vasalemma in the future in any way and that they would rather live in a city, while the students of Vasalemma school didn´t have an oppinion on the subject. More differences occurred between the oppinions of Ämari school and Vasalemma school. Those differences are mostly influenced by the different life environments of the students of the two schools. For the students of Ämari school, the problems concerning Vasalemma parish are more social and more about the general welfare of the area, while for the students of Vasalemma school, the problems remained mainly on the youth leve. As a result of the research, it appeared, that while the general image of Vasalemma parish is positive, there are still some subjects that are negative. The image differs between the two schoolt, but the difference is not as big as assumed in the hypothesis. In the final part of the bachelor`s thesis, a few suggestions were brought out for the leaders of the parish, so that the image of Vasalemma parish among young people would get more positive.
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