An investigation into place attachment in Newtown

Abstract

Town centres are increasingly being marketed and managed in a strategic manner. This is an attempt to increase footfall, awareness and participation in order to create long-term economic value for all stakeholders. The research contained in this study investigates the phenomenon of place attachment, where individuals experience varying levels of attachment to specific places. This attachment is typified by emotional bonds between individuals or groups of individuals and specific places, where place is seen as unique. This uniqueness is manifested in two main dimensions, and those are attachment due to the physical characteristics of a place and attachment due to the emotions a person or group experiences by virtue of the place. Various drivers of place attachment have been identified. The prevalence of these drivers amongst the business community of Newtown was investigated in order to give marketing professionals a better understanding of how individuals become attached to places. These findings could provide marketing professionals with a better understanding of place attachment drivers in order to improve their efforts in marketing a variety of places. It is hoped that this study will also highlight areas for future research regarding the phenomenon of place attachment and the implications for marketing professionals.