Vasalemma valla imago kohalike õpilaste hulgas
Date
2011
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
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.