Doctoral defence: "Rural marketing: connections between local government, communities, and heritage"

On 6 November at 10:15, Andres Rõigas will defend his doctoral thesis „Rural marketing: connections between local government, communities, and heritage“, to obtain the degree of Doctor Philosophiae in Human Geography and Regional Planning.

Supervisors:
Prof. Jussi Sakari Jauhiainen, University of Tartu, Estonia
Associate Prof. Kadri Leetmaa, University of Tartu, Estonia

Opponent:
Research Director Petri Kahila, University of Eastern Finland, Finland

Summary
In recent years, intentional communities have emerged in Estonian rural areas as a result of in-migration, attracting newcomers who seek alternative lifestyles, meaningful place attachment, and opportunities to contribute to local development. This doctoral dissertation examines how community-based in-migrants interact with local residents and municipalities, the role of place marketing and cultural heritage in guiding these movements, and how these processes shape the future of rural regions. The study is based on three peer-reviewed articles: two focus on intentional communities operating in South-East Estonia, and the third explores the use of cultural heritage in various locations across the country. The findings reveal that place marketing is not merely an economic tool but also a cultural and political instrument through which place identity and attractiveness are shaped. Cultural heritage is used both to foster community belonging and for marketing purposes, but its meaning can be contested – especially when different groups interpret heritage in divergent ways. This research highlights that rural development is a dialogical process involving multiple actors – migrants, traditional communities, and local governments. The dissertation calls for rural areas to be understood as culturally sensitive and diverse environments, where meaning-making, collaboration, and heritage creation are key to sustainable development.