Põlvamaa imago Põlva kooliõpilaste ja juhtide seas

Date

2007

Journal Title

Journal ISSN

Volume Title

Publisher

Tartu Ülikool

Abstract

Description

The aim of this bachelor’s thesis was to found out the image of Põlva County. It was important to exteriorize the differences and similarities between the images among county’s leaders, Põlva county government servants and among one of target group. Author wanted to know if leaders who deal with county’s reputation management and development saw the county as students. Also wanted to give an overview county’s desired image and its differences between the actual images. The thesis is divided to four chapters, from the first one consists theoretical overview of different author’s definitions of image, the image formation process and its importance to a region. Second part of the thesis consists the questions of this study and more precise description of the study object. There are also exteriorized general distinctive features and problems of Põlva County which probably are related to development of the image. Third part of the thesis consist of the study method where is described the methods of the study (semantic differentiation, questionnaire and interview) and selection of interviewees and respondents. The fourth chapter is results of the study which gives an overview of the images of Põlva County in different target groups and brought forth significant differences between groups. Fifth part of thesis consists of discussion and conclusions of the study. In result of the study came out that leaders of the county see Põlva County different from target group in adjective “safe” where students see county less safe. In general the image of Põlva County in all target groups is positive (excepted fast) and average intensity. Polar adjectives of semantic differentiation coincide in all study groups significant attributes own, friendly, colorful, safe and clean. Respondents associate county primarily with emotional evaluative factor and less with power factor. Most of the respondents evaluate opinions about Põlva County among Estonians and Põlva County’s habitants positive or neutral. 59% of students evaluate opinions of county among Estonians positive and 33% neutral. 48% of leaders of Põlva County evaluate opinion among Estonian positive and 74% opinion among local people positive. Respondents share their own opinion about county and their evaluation to other people opinions. Evaluations to county’s image among Põlva gymnasium and Põlva high school students differ statistically significantly in the dimensions “open-closed” and “unattractive-attractive”. Students of Põlva high school see Põlva County significantly less open and attractive. The image of Põlva County among students of Põlva gymnasium is more clear, positive and strong than among students of Põlva high school. Leaders and students of gymnasium see Põlva County very similarly. Students who leave the county after graduating but will come back see Põlva County more positive than those students who don’t know if they would come back. Also the image of county is more positive and clear among those students who evaluate their information owning about county at least sufficient. The image on Põlva County does not differ among male and female students. Students like in the county nature, environment, security, friendliness and cleanness but they don’t like fewness of spending free time, enterprises and stores. In result of the study emerged that desired image and existing images are not the same in the county, but there are progress going on to achieve this goal. Specialists think that the image among tourists is almost like desired, but among possible investors it is rather negative. Põlva County develops every day and the change of situation, environment and experiences affect the images which are in the minds of people.

Keywords

H Social Sciences (General), bakalaureusetööd, suhtekorraldus, maakonnad, turunduskommunikatsioon, kuvand, mainekujundus, Põlvamaa

Citation