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What is Revitalization

Challenges and New Opportunities for Tourism in Inland Territories: Ecocultural Resources and Sustainable Initiatives
Territorial process of dynamization and development involving environmental, sociocultural, and economic dimensions.
Published in Chapter:
Fostering Ecocultural Resources, Identity, and Tourism in Inland Territories (Galicia, NW Spain)
Elena De Uña-Álvarez (University of Vigo, Ourense, Spain) and Montserrat Villarino-Pérez (University of Santiago de Compostela, Spain)
DOI: 10.4018/978-1-7998-7339-6.ch001
Inland territories hold a great diversity of ecocultural resources, increasingly constituted in tourist products for local development. Their role in improving the socioeconomic conditions and wellness of local communities, as well as in promoting tourism and sustainability, depends on the involvement of public and private actors. The relationships and the collaboration of local actors are essential in that regard. The study of aforementioned processes takes place in the inland territory of Galicia (NW Spain). The methodology of research relied on in-depth interviews. Due to the key role of the local actors, the interviews focused on their professional and life experiences. The analysis of the answers establishes the definition and the appraisal of the main resources, attached to territorial identity, and highlights the engagement and involvement of the actors in the territorial dynamics that foster the promotion of the ecocultural resources for tourism.
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How the Perceived Language Status of Brunca Affects Resource Allocation in Costa Rica: Policy vs. Reality
The process by which a language and its uses are strengthened or brought back to usage after a period of disuse.
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Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use: The Case of Pedras
Revitalization is implemented when there is the need to rejuvenate the brand, so it is contemporary and in accordance with the tendencies of demand ( Edwing et al., 1995 ). Latif et al., (2016) point out that this need to rejuvenate from the narrow and strict idea that people have about a product to more diversified benefits can be accomplished by reinforcing its presence among a younger target via line extensions, which will eventually bring collateral benefits even to the brand’s classic products. Revitalization can be a consequence not only of deficient acceptance of the full benefits of the product, but also of pure brand decline for being old-fashioned or struggling with equity problems ( Thomas & Kohli, 2009 ). Therefore, revitalization is linked to the need to increase consumer loyalty through reinforcement of perceived quality and recognition. This approach is adopted in companies with a long past that see themselves trapped in a positioning centered on its heritage and classic icons. This need of change must be balanced with the risk of a company losing its previous customer base by positioning itself in a segment that is too young, and completely lose its roots and authenticity, two attributes that are always a point of differentiation from the competition.
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