Rola szkół wyższych w kreowaniu wizerunku miast. Studium przypadku Jeleniej Góry i Wałbrzycha
The role of universities in city image creating. Case study of Jelenia Góra and Wałbrzych

Summary/Abstract: Contemporary development of the economy, increasing regions competitions and population decline force local authorities to undertake intensive efforts to strengthen their position. The basic rule of survival is to draw attention to oneself and stand out against the others. To achieve this target, local governments should focus their attention on the use of all possible strengths, in order to create a positive image. The presence of universities in the city and its use by the authorities in order to promote the city, may arouse young people interest by providing opportunities to study, prospects of getting a job, and finaly to live in a particular location. This article will present the evidence by using university to create the proper city image. The article will also show theoretical issues related to defining the city image as well as its benefits.

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