Jordi de San Eugenio Vela

• PhD
• Full Professor at University of Vic-Central University of Catalonia

The process of creating place brands must position the citizen at the center of the debate. The City Council of Huelva, a city in Southern Spain with a population of 142,538 inhabitants, promoted a territorial brand in 2022 in order to seek a new positioning for the city in tourism markets, investment, and talent attraction. Its development was bas...

Nation branding is an important factor of international image management which has gained increasing importance for nations worldwide. Since 2018, the Kingdom of Saudi Arabia has embarked on a journey to enhance its global sports recognition and reputation by strategically investing in football. This research article examines the efforts and challe...

Place branding is a discipline at the intersection of geography and communications, devoted to the process by which places become brands, understood as devices for managing a desired identity presented to the outside world, and also for internal consumption by the residents of the place. This paper intends to explain the conceptualization process o...

Purpose This paper aims to analyse the implications in terms of economic promotion and local development that ensue from the implementation of a strategy of agrarian branding in five municipalities in the Baixa Tordera region (Catalonia, Spain). Design/methodology/approach The research follows a case study logic. First, five focus groups were desi...

The main objective of this article is to identify and compare the main historical frames used by Catalan secessionism during the Catalan independence political and civic rebellion that happened in October 2017. Some authors have analyzed the Catalan pro-independence demands. However, this is one of the first researches to focus its attention on how...

The objective of this article is to analyse the relationship between ‘place identity’ and the configuration of the identity of Girona FC fans, a franchise of the City Football Group (CFG), which is the main entertainment football holding according to Forbes list. The authors sent a questionnaire to all of the 24 supporters’ clubs of Girona FC in or...

Con el objetivo marcado por la Agenda 2030, la sostenibilidad se ofrece como una oportunidad para acciones de Responsabilidad Social Corporativa (RSC) en las organizaciones empresariales. Concretamente en el fútbol, existen acciones por parte de los clubes para poner en marcha este tipo de acciones, ya sea directamente por parte de la entidad depor...

On October 2020, Real Betis Balompié, a football club located in Seville (Andalucia), presented the Forever Green programme, a global programme of Corporate Social Responsibility (CSR) that, through the club’s foundation, enables the entity to position itself in areas of sustainable development and environment at a global level. This project was pr...

El presente artículo presenta un estudio cuantitativo cuyo principal objetivo es determinar las características de una campaña electoral al Parlamento Europeo, específicamente aquellas vinculadas al emisor de los mensajes políticos: tipología de candidatos y temas de campaña. Consideradas como elecciones de segundo orden, la literatura las ha carac...

This manuscript investigates the use of social media, specifically Twitter, during the forest fires in Artenara and Valleseco, Canary Islands, Spain, during summer 2019. The used methodology was big-data analysis through the Union Metrics and Twlets tools, as well as content analysis of posts related to the fires written by seven relevant accounts...

Place branding is a relatively new transdisciplinary academic discipline. It is an evolution of what some researchers understood as “place or city marketing,” “place selling,” and “place promotion.” The three concepts analyze the need that territories have to position themselves in order to compete in the global markets through an eminently economi...

This article analyses the use of social networks as a public relations strategy within the framework of a crisis communication strategy deployed following a terrorist attack. More specifically, the Twitter account of the Police of Catalonia (@mossos) is analysed in view of the attacks that took place in Barcelona and Cambrils in August 2017. Method...

Place branding offers multiple possibilities for the economic development of territories, but it is necessary to understand well the implications of its implementation processes to control the mechanisms and projections of competitive identities. Firstly, this contribution sets the term “place brand” and the revision of its theoretical formulation...

The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 twee...

The fundamental goal of this article is to show the implications that place branding has for regional public management through a case study of the brand “Vic, a city with a human dimension” [Vic, ciutat a la mesura humana, in Catalan language], a project commissioned by the city council of Vic and carried out by the city’s university (University o...

For the purposes of this chapter, it is interesting to analyse the arguments that justify the secessionist cause in Catalonia and, in particular, whether this bottom-up social demand falls within the scope of the democratically admissible. Similarly, it is important to determine how the Catalan people's ‘taking to the streets' represents a concrete...

This article investigates the role of local stakeholders in the development and implementation of the place branding strategy of the northern Catalan region Empordà. Stakeholder-oriented and participatory approaches towards both place branding and spatial planning provide the theoretical background. The research involved an initial SWOT Analysis, f...

The main objective of this article is to analyse whether the positioning of the Pla de l’Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public p...

The definition of landscape promoted by the European Landscape Convention (2000), emphasizes the symbolic values that citizens attribute to the landscape in terms of how it is perceived. In that sense, the Catalan government promoted the Landscape Protection, Management and Planning Act (2005), which, among other actions, included the physical and...

The aim of this paper was to analyse the media coverage of the launch of FC Barcelona in NewYork (September 2016), when their commercial office was opened. Other specific objectives were to describe the club’s internationalization strategy and to understand how its values were portrayed in the media. The authors used methodological triangulation, b...

According to numerous authors, residents play a decisive role in any place branding strategy, although paradoxically, they have played little or no role in the implementation of place branding strategies in recent years. It is for this reason that this study emphasises so-called “internal place branding”. Furthermore, we aim to determine whether th...

Emotion is becoming one of the most important assets for the development of a strategy of place branding, with the primary aim of projecting competitive spatial identities through the use of brands. Despite this, few studies have focused on defining the role played by emotion in the affective connection that is established between people and places...

This article analyses the transparency of the websites of Spanish municipals of more than 20,000 inhabitants in 2015 with the aim of verifying whether these sites provide the information necessary so that citizens can be informed, can hold their governments to account and can participate in the democratic process. The methodology is based on 39 ind...

[[Purpose]] The purpose of this paper is to propose an initial, exploratory and tentative theoretical construct related to the current consumption of landscape as a key symbolic and physical element in territorial representation and evocation, and for the deployment of place branding strategy. It constructs a line of argument to support what shall...

The landscape has been and remains a critical element in the physical and symbolic representation of the territory. In recent times, the processes of place promotion have experienced a professionalization of its strategies through the creation of stories usually associated with landscape imaginary. This article aims to analyse the current visual co...

The aim of this article was to analyse the initiative FC Barcelona Peace Tour 2013, in Israel and Palestine. This research is based on lengthy interviews with people associated with the initiative and the use of primary sources, both institutional and journalistic. Secondary sources have also been used, such as journalistic accounts of the initiati...

This article aims to show the way in which contemporary society manages the sense of place through the use of brands, which causes, in our opinion, a rapprochement between place branding and environmental communication. This occurs, mainly, through a cognitive, humanistic and rhetoric interpretation of the transformation of places into brands. Furt...

The aim of this article is to analyse the relationship between a rural branding strategy and a local economic development action through the case study of Territoris Serens in El Lluçanès (Catalonia, Spain). This initiative is framed within the process of economic restructuring which has taken place in rural areas in recent years, with local econom...

This article analyzes how stateless nations manage their international relations, based on a case study for the autonomous region of Catalonia (Spain). In recent years the Catalonia government’s foreign policy has included a strong emphasis on public diplomacy, seeking to engage foreign publics through a range of activities including much work to p...

p>A menudo se habla del sesgo perceptivo entre la imagen emitida (cómo queremos que nos vean) y la imagen percibida (cómo realmente nos ven). En este sentido, el artículo pretende mostrar las contribuciones teóricas de la geografía subjetiva (de la percepción, humanística y emocional) en el proceso de correlación existente entre la imagen de un des...

La producción vitivinícola y el valor de la procedencia otorgan a los territorios una valiosa oportunidad de diferenciación en un contexto de emergente competitividad entre espacios geográficos. En el caso de Cataluña, la comarca del Priorat y su vinculación identitaria con las denominaciones de origen del vino (DOC Priorat y DO Montsant) han repre...

The objective of this chapter is to present the EcosSPORTech project, a cross-faculty project based in Vic (Spain) where the University of Vic has a central role in developing an enterprise with young people in order to develop sports and leisure activities in the natural environment, integrating Information and Communication Technologies (ICT). Th...

Desde sus inicios, la comunicación fue un espacio de investigación diver - so, complejo, atravesado por múltiples influencias (sociológicas, políticas, económicas y semióticas). En ese contexto, la teoría de los campos (apun - talada por Pierre Bourdieu) brindó las posibilidades de estructuración y de autonomía, como mecanismo de reducir esa divers...

From its onset, communication has been a diverse and complex area of investigation, influenced by many fields (sociology, politics, economics, technology, and semiotics). In this context, the field theory (supported by Pierre Bourdieu) offers different possibilities for organization and autonomy as a way to reduce that diversity. However, at this p...

Este artículo pretende situar las lógicas de conceptualización y gestión de marcas de ciudad en el marco de la contemporaneidad. Para llegar a tal fin, se propone una lectura territorial de la progresiva conversión de espacios geográficos en marcas, a partir de su ubicación en un marco de emergente competencia entre espacios geográficos. Es por ell...

Analysis of the interaction between landscape and the individual opens up many research avenues linked to the generation and interpretation of symbolisms and imaginaries. The capacity of landscape for significant and/or communicative evocation finds in intrapersonal communication a relevant argument for the construction of a theoretical framework t...

Tourism is often the most visible promotional aspect in the process of creating and projecting a certain territorial image. This is due to the fact that tourist activity accumulates abroad background in aspects related to the commercialization of geographic areas. This fact affects, for example, the presence of a largebody of literature related to...

This article aims to demonstrate the way in which global contemporary society manages the meaning of place through the use of brands, which, as we understand it, leads to a coming together of place branding and environmental communication; this occurs primarily through a cognitive, humanistic and rhetorical interpretation of the transformational pr...

Introducción. La representación de territorios mediante el uso de marcas es una cuestión recurrente en la sociedad contemporánea que vivimos. Este artículo tiene por objetivo principal determinar algunas de las características y funciones que presentan las marcas asociadas a espacios geográficos. Metodología. Se ha optado por una investigación cual...

The establishment of relationships between countries in a global era seems to require new strategies that, in some cases, transcend traditional state diplomacy. In this sense, public diplomacy has become a renewed strategy of transnational representativeness in which the country brand exerts an important role as mechanism for agglutinating and tran...

The competition between countries, nations, cities and regions to attract resources, talent, infrastructures or events, among others aspects, has caused the coming of a renew struggle for singularity, recognition and differentiation, for a symbolic hegemony that is rising in the context of an emerging economy of identity. Indeed, places transfer th...

The main objective of this article is to analyse the sport place branding strategy of Qatar, a Persian Gulf country that is using the income from the commercialisation of its gas to create an economy, which can be successful in the future without depending on this natural source. Sport, above all football, has been a key sector in which the Qatari...

Introduction Our contemporary society faces serious problems. In Spain, unemployement aaects near 50% of the young population. This reality means that youngsters cannot develop a meaningful life project, develop a full citizenship and it is related with social exclusion, delinquency and addictions.

The establishment of relationships between countries in a global era seems to require new strategies that, in some cases, transcend traditional state diplomacy. In this sense, public diplomacy has become a renewed strategy of transnational representativeness in which the country brand exerts an important role as mechanism for agglutinating and tran...

Introduction Our contemporary society faces serious problems. In Spain, unemployement aaects near 50% of the young population. This reality means that youngsters cannot develop a meaningful life project, develop a full citizenship and it is related with social exclusion, delinquency and addictions.

The University must become an engine of the civil society and take an active part in leading contemporary social challenges, such as the situation of unemployment in Spain. The University Service Learning methodology allows us to integrate a reality-based learning with the community service, concretizing the social responsibility of the University....

Sport megaevents have been used to promote places since the nineteenth century. Taking into perspective the allocation of the FIFA World Championship 2022 to Qatar, the Persian Gulf country is developing a strategy to participate actively in the football global business, as well as, to promote itself worldwide. Furthermore, in 2011, Qatar Foundatio...

The article analyses the situation of corporate communication for the 51 local administrative units of the comarca of Osona. The aim is to suggest changes they can apply to improve the efficiency and effectiveness of their communication and how they can strengthen their corporate image. This article is a result of an agreement between the Universit...

The authors of this article elaborate a diagnostic of the CLIL courses in the Faculty of Business and Communication (FEC) of the University of Vic (UVic). Authors have done indepth interviews with four CLIL lecturers of the faculty, as well as, a survey using 60 students of 3rd and 4th course of media studies. Using this data, these researchers ela...

ABSTRACT: In order to examine the nature of geographical research on tourism in Spain, we carried out a bibliometric study of the 13 Proceedings of the Colloquium organized by the Association of Spanish Geographers Working Group on Tourism, Leisure and Recreation Geography. Our analysis covered centres, authors, territories, subjects and methodolog...

Resumen El objetivo de este artículo es presentar el proyecto EcoSPORTech, cuya finalidad es la creación de una empresa social con jóvenes para la realización de actividades deportivas/ocio en el medio natural, inte-grando las nuevas tecnologías. Este proyecto supone una colaboración interdisciplinaria dentro de la Universidad de Vic, entre las fac...

This paper aims to highlight the changes experienced by the communication register of tourist destinations in the last ten years. The possibilities offered by Information Technology and Communication (CIT), in line with a renewed use of the communication strategy, notes the need to define a new state of the art for the binomial 'communication and t...

L’anomenada «reestructuracio rural» passa ineludiblement per la transformacio de l’economia de sector primari que tradicionalment ha sustentat el camp. En els ultims temps, s’experimenta una clara terciaritzacio de l’economia rural, en molt bona mesura capitalitzada per la industria turistica. En aquest sentit, sorgeix la necessitat de repensar la...

Este libro es un compendio de artículos que muestran la riqueza de contenidos que se pueden presentar en el panorama del EESS español y su tratamiento en cada estudio de caso. Todas estas propuestas son útiles para sugerir ideas a otros profesores que se encuentren ante un dilema o una necesidad parecida.

So-called rural restructuring necessarily entails the transformation of the primary sector of the economy, which has been the traditional mainstay of the countryside. In recent years, the rural economy has undergone a clear process of outsourcing, which has to a large extent been capitalized on by the tourism industry. This has led to the need to r...

Gertakizun baten antolaketa paradigmatikoa da in situ bizi izandako lurralde- irudien eraikuntza-prozesuan. Parte-hartzaileen imaginario kolektiboan finkatzeko helburuaz antolatutako gertakizunak direla eta, fabrikatutako lurralde-irudiek turistikoak zein bestelakoak sustapen turistikorako alternatiba bitxia planteatzen dute, gertakizunaren kudeake...

The fusion of knowledge, the interrelationship of disciplines and, finally, the interaction of learning fields, provides new challenges for an auto denominated global society. The contemporary value of landscape, linked to the patent commodification of culture, the commercial construction of identities, the triumph of inauthenticity, of the induced...

The fusion of knowledge, the interrelationship of disciplines and, finally, the interaction of learning fields, provide new challenges for an auto denominated global society. The contemporary value of landscape, linked to the patent commodification of culture, the commercial construction of identities, the triumph of inauthenticity, of the induced...

The fusion of knowledge, the interrelationship of disciplines and, finally, the interaction of learning fields, provides new challenges for an auto denominated global society. The contemporary value of landscape, linked to the patent commodification of culture, the commercial construction of identities, the triumph of inauthenticity, of the induced...

En un contexto de creciente competitividad y popularización del uso de la Web, los destinos deben contar con una presencia virtual adecuada, y ello pasa especialmente por el diseño y mantenimiento de un sitio web capaz de comunicar a los públicos diversos las fortalezas de la marca. Según la literatura académica reciente, se hace necesario trabajar...

El estudio de las implicaciones comunicativas presentes en el paisaje tangible e intangible circundante abre un amplio abanico de posibilidades para el tratamiento de la denominada comunicación en el paisaje. El análisis de los efectos que el entorno genera en los procesos de comunicación humana, el seguimiento de los procesos comunicativos mediant...

El estudio de las implicaciones comunicativas presentes en el paisaje abre un amplio abanico de posibilidades para el tratamiento de la dualidad entre comunicación y paisaje. Aspectos como los efectos que el paisaje genera en los procesos de comunicación humana (comunicación intrapersonal e interpersonal), el seguimiento de los procesos comunicativ...

L’estudi de les implicacions comunicatives presents en el paisatge obre un ampli ventall de possibilitats per fer el tractament de la dualitat entre comunicació i paisatge. Aspectes com ara els efectes que el paisatge genera en els processos de comunicació humana (comunicació intrapersonal i interpersonal), el seguiment dels processos comunicatius...

For the last 53 years the city of Girona organizes a massive event based on the floral art which, in its last occasions, has mobilized more than half million of visitors, many of them from all parts of Europe. Besides the flowers, the photography exhibitions or the audio-visual montages which, during the second week of May, fill the streets of the...

La gestión y evaluación del paisaje exige la necesaria convergencia de disciplinas en aras de delimitar los valores que la propiasociedad otorga al paisaje. El establecimiento de metodologías de análisis de tipo cualitativo parece satisfacer, en la mayoría delos casos, las necesidades de la comunidad científica en relación con la catalogación del p...

The study of the communicative implications related to landscapes opens a wide range of possibilities concerning the treatment of the communication and landscape relationship. Issues such as the effects of the landscape on the processes of human communication (intrapersonal and interpersonal communication), the follow-up of the communicative proces...

The recently approved legislation on Cataluña's landscape aims at considering landscape as a physical and cultural asset that should be preserved. The Observatory of Cataluña's Landscape is the entity in charge of enforcing the new legislation through the design of the so-called Landscape Catalogues. The section corresponding to the delimitation of...

La recién creada ley del paisaje de Cataluña responde, en primer lugar, a una nueva toma en consideración del paisaje como activo físico y cultural a preservar. El Observatorio del Paisaje de Cataluña es el ente encargado de gestionar dicha ley, mediante la redacción de los denominados Catálogos del Paisaje. Resulta especialmente interesante ahonda...

La recién creada Ley del Paisaje de Catalunya responde, en primer lugar, a una nueva toma en consideración del paisaje como activo físico y cultural a preservar. El Observatorio del Paisaje de Catalunya es el ente encargado de gestionar dicha ley, mediante la redacción de los denominados Catálogos del Paisaje. Resulta especialmente interesante ahon...

El plantejament inicial d'aquesta investigació parteix de la hipòtesi que assenyala que qualsevol procés d'interacció de l'individu amb el paisatge té connotacions comunicatives que cal destriar i, en aquest sentit, es fa necessari establir uns paràmetres d'anàlisi que permetin interpretar els processos de vivència i d'apropiació del paisatge en cl...

Emotion is becoming one of the most important assets for the development of a strategy of place branding, with the primary aim of projecting competitive spatial identities through the use of brands. Despite this, few studies have focused on defining the role played by emotion in the affective connection that is established between people and places...