2019 | OriginalPaper | Chapter
Aegina’s Pistachio as a Cultural Resource for the Development and Promotion of the Island
Published in: Strategic Innovative Marketing and Tourism
Abstract
The aim of this paper is to examine whether the proper management of cultural resources such as natural food products (based on theoretical principles, practices and methodologies developed currently in the field of place identity and destination branding) can help in the development and promotion of an area. As a case study, the natural foodstuff pistachio and the island of Aegina in Greece will be presented. A small island, such as Aegina, would be expected to willingly use its cultural resources, in an effort towards sustainable socioeconomic development of the local community. Combined use of mainly qualitative research methods and technique was adopted. Additionally, a limited research was conducted, concerning the residents’ attitudes in relation to the pistachio as a cultural resource. It was ascertained that the place branding process is not simple at all. As long as Aegina considers pistachio as an ordinary product and not as an industry that involves risks, that also requires promotional processes as well as pioneering initiatives and innovative procedures, the resulting process is inefficient, promotion is fragmentary and does not result in the expected success. Using merely a pistachio logo does not lead to the results of adopting a study of a long-term strategy. It is suggested that the island of Aegina should invest in the creation of a new identity. Priority should be given to an ambience of cooperation and, as the research has shown, an alliance between local businesses would be beneficial.
