The Marketing of Place by Local Government in Regional Australia to Attract and Retain Population
In Australia, as in many other developed countries, regional and rural areas are suffering from an overall decline in population with a specific loss of young adults (16-30 year olds). A decline in population, linked with the Australia-wide problems of ageing populations and diminishing birth rates, is leading to a social and economic decline in many regional cities and towns that threatens their long-term sustainability. Although the loss of population from regional and rural areas has the potential to affect the national economy, it has mainly fallen to local government to combat the problem. Local government is beginning to use place marketing to attract and retain residents in addition to its traditional use of place marketing to attract tourists, industry and investment.
Keywords: regional decline, place marketing
Ken Howell
Lecturer, Bowater School of Management and Marketing Faculty of Business and Law, Deakin University
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Ref: H05P0094