Elva kuvand noorte inimeste seas
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The purpose of this research was to find out Elva´s image among young people. On the one
hand it is important to see what thinks Tartu´s young people about Elva and do they see Elva
as a potential place were to live. On the other hand, it´s important to analyze local young
people who are graduating school and doing their future plans, do they stay in Elva or not.
At the first part of the research author talked about different theoretical discourses about
image and place marketing. There is also review about Elva and different researches about it
and author´s previous research which analyzed Elva´s municipality thoughts about young
people.
At the second part of the research author describes different methods and respondents. The
methods of the research is formalized questionnaire with semantic differential and also
interviews with Elva´s young people who are decided to stay or left Elva after graduating. The
respondents are Tartu and Elva graduators.
Third part of the research is for results. Elva´s image in Elva´s young people is: own, safe,
open and friendly. Tartu young people think that Elva is friendly, warm, safe and open.
Tartu´s and Elva´s young thoughts about Elva come close with slow, warm and friendly.
Elva´s young people appreciate Elva´s green nature, calm environment and town´s littleness.
Tartu´s young people like most lake Verevi and then the nature and littleness. Interviewees
also talked about different sport activities and school system were grade schoolers are
separated with high schoolers. Elva´s and Tartu´s young people don´t like that Elva have so
few activities to young people. Bad influence to Elva´s image is also streets situation. If
Tartu´s young people liked town littleness, it´s good to take a walk, they also don´t like it,
because everyone know each other in small towns.
Elva´s young people think that Elva would be more popular if there is more activities to
youngs. Tartu´s young people said that Elva needs more partys where different people can
come talk to each other. After activities and partys came media advertising, swimming pool
and sport events. Interviewees think that Elva would be more popular if media talks about it
and there should be more activities to young people.
Elva´s young people think that Tartu´s young people talk positively about Elva. They said that
they have never heard about anything negative about Elva and Tartu´s young people likes
Verevi beachpartys. Some of youngs also mentioned beachparty as a negative influence to
Tartu´s young people thoughts, because the scandal of party is not good for the Elva´s image.
But interviewees think that Elva is boring to Tartu´s young people, because there´s nothing to
do besides partys.
Elva´s questionnaire results shows that Elva´s young people want to leave Elva after school,
because there is´nt university and work. Tartu´s young people thought the same. Young
people would like to live in Elva with their kids or when their retired. It´s good to raise
children in Elva because Elva is safe and have lot of kindergartens. Elva is good for
pensioners because there is good to walk around and then is´nt work finding problems. Three
interviewees want to stay in Elva and three want to leave after school. Leaving reasons are: to
be independent, to get out of boredom and to get in work and university. Staying reasons are:
Tartu is near to Elva and they like small town environment.
Interviewees also want to come back in Elva in future because it´s their hometown and a place
where to escape to relax. They also think that Elva is good for raising children and for
pensioners.
Author also gave some advices to Elva´s municipality to socialize with the young people. It´s
important to communicate with youngs through different channels. Existing problem is that
Elva´s municipality work don´t reach to young people and young people´s desire don´t reach
to municipality. Author recommends communicating through social media and places where
young people like to spend their time. Also recommended a newspaper and briefing for young
people, where they can communicate with Elva. And finally I recommended a campaign to
come live in Elva and a brochure which could advertise Elva in Estonia.
Keywords
bakalaureusetööd, linnad, väikelinnad, Elva, kuvand, noored