A Study on the Regional Branding in Landscape Policy: The Image Building Strategy of Toscana Region in Italy and its Background.

Abstract

The regional development strategy has been shifting from the focus on the production of local products to comprehensive regional management. Along with tangible and intangible cultural heritages, cultural landscapes are part of the value of place images that have closely connected with regional branding. The purpose of this article is to understand the current regional development approaches of Toscana Region in Italy, which are based on the rural landscape programs with special emphasis of the creation of local identities.