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[{"key": "dc.contributor.advisor", "value": "Jokivuori, Pertti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Olkku, Tapani", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-10-23T06:07:33Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-10-23T06:07:33Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/72302", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -ty\u00f6ss\u00e4 tutkitaan kaupunki-imagoja, niihin vaikuttavia tekij\u00f6it\u00e4 ja niiden muuttamista. Tutkimuksen tarkoitus on selvitt\u00e4\u00e4, mink\u00e4laisten mekanismien kautta kaupungin imago syntyy ja miten siihen voi vaikuttaa. Tutkimus on tehty laadullisena case-tutkimuksena ja se jakautuu kahteen osaan: ensin tarkastellaan teoreettisista l\u00e4ht\u00f6kohdista imagon syntymist\u00e4 kollektiivisen tajunnan, imagon k\u00e4sitteen ja stigman kannalta. Sitten selvitet\u00e4\u00e4n k\u00e4yt\u00e4nn\u00f6n osuudessa, mill\u00e4 tavoin case-kaupungissa pyrit\u00e4\u00e4n vaikuttamaan sen imagoon. Imagoon vaikuttavana tekij\u00e4n\u00e4 ja imagoty\u00f6n tekemisen keinona k\u00e4ytet\u00e4\u00e4n t\u00e4ss\u00e4 ty\u00f6ss\u00e4 urheilua ja liikuntaa, sill\u00e4 ne voivat vaikuttaa paikkaimagoon lukuisilla eri tavoilla.\n\nCase-kaupunkina on Kouvola, joka k\u00e4rsii talousongelmista ja muuttotappiosta, mutta joka on samalla keskisuurten suomalaiskaupunkien joukossa perinteik\u00e4s ja vahva urheilukaupunki. Case-osuudessa selvitet\u00e4\u00e4n, mill\u00e4 tavoin Kouvola hy\u00f6dynt\u00e4\u00e4 urheilua ja liikuntaa parantaakseen tai muuttaakseen kaupunki-imagoa. Ainestonhankinta on toteutettu kaksiportaisena: ensin havainnoinnin, sitten haastattelujen avulla.\n\nTutkimuksessa k\u00e4y ilmi, ett\u00e4 kaupungin johtoporras pit\u00e4\u00e4 Kouvolaa urheilukaupunkina ja arvostaa urheilua ja liikuntaa imagoty\u00f6n v\u00e4lineen\u00e4, mutta k\u00e4yt\u00e4nn\u00f6ss\u00e4 niiden hy\u00f6dynt\u00e4misen keinot ovat hajanaisia. Asiaan vaikuttaa se, ett\u00e4 nykyinen Kouvola on syntynyt kuntaliitoksen kautta noin 10 vuotta sitten eik\u00e4 uuden Kouvolan olemus ole viel\u00e4 hahmottunut p\u00e4\u00e4tt\u00e4jille tai kaupunkilaisillekaan. Urheilun ja liikunnan hy\u00f6dynt\u00e4minen onkin kaupungissa vain yksi monista potentiaalisista imagoty\u00f6n keinoista.\n\nTutkimuksen t\u00e4rkein tulos on malli Kouvolan tekem\u00e4st\u00e4 imagoty\u00f6st\u00e4. Tuo ty\u00f6 on sek\u00e4 suoraa ett\u00e4 ep\u00e4suoraa. T\u00e4rkein suora tapa on kaupunki- ja matkailumarkkinointi, jonka osana Kouvolasta rakennetaan mielikuvaa urheilu- ja liikuntakaupunkina. Ep\u00e4suoria tapoja ovat muun muassa liikuntapaikkaverkoston yll\u00e4pito, junioriurheilun tukeminen ilmaisilla salivuoroilla ja kaupungin suurten palloiluseurojen ja tapahtumien tukeminen rahallisesti.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-10-23T06:07:33Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-10-23T06:07:33Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "136", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "kollektiivinen tajunta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kaupunkimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "#Urheilukaupunki? : urheilun ja liikunnan hy\u00f6dynt\u00e4minen kaupunki-imagon kirkastamisessa, case Kouvola", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202010236355", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Yhteiskuntatieteiden ja filosofian laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Social Sciences and Philosophy", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Sosiologia", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Sociology", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "203", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Kouvola", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "imago", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kaupungit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mielikuvat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maine", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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