Changing (rural) places
An essay and an answer, assessed.
[I thought it was time to do another one of these – from Edexcel.]
A reminder: for A level Geography, there are two key Assessment Objectives (AOs):
AO1: demonstrate knowledge and understanding of places, environments, concepts, processes, interactions, and change, at a variety of scales.
AO2: apply knowledge and understanding in different contexts to interpret, analyse, and evaluate geographical information and issues.
So, as on previous occasions, here are two versions of the answer.
The first answer is unannotated.
The second answer is in two formats:
(a) AO1 in italics
(b) AO2 in bold.
Note, I have a self-imposed maximum of 600 words - the most I think can be physically written in the time allocated.
Evaluate the success of rebranding and regeneration strategies in increasing the attractiveness of rural areas.
Rural areas have experienced problems linked to the post-production countryside with the need to find jobs to replace those lost in farming and mining. Abandoned farms and closed mines often create derelict rural land so economic and environmental regeneration is needed to make such areas more attractive. There is a wide range of strategies used to rebrand rural areas, including those connected to heritage areas, farm diversification, and outdoor pursuits. They also take place over a range of scales, from large developments such as Center Parcs and garden ‘domes’ to the farm scale with individual farms and estates using diversification as a way of creating new incomes and jobs, and re-purposing unused buildings.
The Eden Project near St Austell in Cornwall is an example of a large flagship rural regeneration scheme. It opened in 2001, regenerating a derelict clay quarry into an ecological visitor attraction. The Eden Project directly created around 450 jobs for local people, and the boost to local suppliers, hotels and eating places may have created up to 3,000 more jobs. They also stage music concerts in the summer to diversify their economic base. However, many of these jobs are seasonal, and this may have not been enough to persuade young people in Cornwall to stay in the area.
The Project attracted 1.2 million visitors in 2004, but this fell to 1 million by 2019 which could suggest declining economic benefits. In addition, these visitors regularly cause traffic congestion and localised air pollution. In addition, Cornwall County Council has provided money to the project to keep it financially solvent. This puts into question its economic sustainability and whether this money would be better spent to support local education and health in the deprived area that Cornwall is. Which of these would make the area more attractive?
At a smaller scale, the Milkhope Centre near Newcastle is an example of a farm-scale development, where unused farm buildings have become retail outlets, workshops, and cafes. Farmers usually manage this process themselves, although EU grants were often available before the UK voted for Brexit.
Rural regions are often regenerated by re-imaging with a ‘brand’ often led and funded by one or more local council. Hardy Country in Dorset is an example. Dorchester and surrounding areas are advertised as being linked to the author Thomas Hardy. Similarly, areas with historic literacy associations such as Brontë Country have encouraged visitors to the traditional rural ‘idyll’ found in these famous works. The aim here is to raise tourism awareness, attract people to the area and increase tourism and leisure spending by maintaining the image portrayed in the literary works. The market town of Alnwick in Northumberland has also exploited its association with the Harry Potter book and film series.
Some rural areas have reimaged using logos and slogans to attract potential visitors and investors. ‘Wild Scotland’ taps into Scotland’s landscape and wildlife, whilst ‘Visit Malton’ markets itself as a food town and Yorkshire’s food capital. In a similar way, the Blaenau Ffestiniog abandoned slate quarries have been reused and rebranded as a mountain biking, caving and zipwire adventure centre.
Evaluating the success of these schemes depends on the criteria used. Some have been assisted by supranational, national, and local governments, but equally some may have been ‘held back’ by restrictions due to planning regulations. Some rural areas have not attempted to change the perception of their area, preferring to use its characteristics as a selling point to attract visitors and income. However, this does not necessary lead to sustainable and long-term income. (589)
Evaluate the success of rebranding and regeneration strategies in increasing the attractiveness of rural areas.
Rural areas have experienced problems linked to the post-production countryside with the need to find jobs to replace those lost in farming and mining. Abandoned farms and closed mines often create derelict rural land so economic and environmental regeneration is needed to make such areas more attractive. There is a wide range of strategies used to rebrand rural areas, including those connected to heritage areas, farm diversification, and outdoor pursuits. They also take place over a range of scales, from large developments such as Center Parcs and garden ‘domes’ to the farm scale with individual farms and estates using diversification as a way of creating new incomes and jobs, and re-purposing unused buildings.
The Eden Project near St Austell in Cornwall is an example of a large flagship rural regeneration scheme. It opened in 2001, regenerating a derelict clay quarry into an ecological visitor attraction. The Eden Project directly created around 450 jobs for local people, and the boost to local suppliers, hotels and eating places may have created up to 3,000 more jobs. They also stage music concerts in the summer to diversify their economic base. However, many of these jobs are seasonal, and this may have not been enough to persuade young people in Cornwall to stay in the area.
The Project attracted 1.2 million visitors in 2004, but this fell to 1 million by 2019 which could suggest declining economic benefits. In addition, these visitors regularly cause traffic congestion and localised air pollution. In addition, Cornwall County Council has provided money to the project to keep it financially solvent. This puts into question its economic sustainability and whether this money would be better spent to support local education and health in the deprived area that Cornwall is. Which of these would make the area more attractive?
At a smaller scale, the Milkhope Centre near Newcastle is an example of a farm-scale development, where unused farm buildings have become retail outlets, workshops, and cafes. Farmers usually manage this process themselves, although EU grants were often available before the UK voted for Brexit.
Rural regions are often regenerated by re-imaging with a ‘brand’ often led and funded by one or more local council. Hardy Country in Dorset is an example. Dorchester and surrounding areas are advertised as being linked to the author Thomas Hardy. Similarly, areas with historic literacy associations such as Brontë Country have encouraged visitors to the traditional rural ‘idyll’ found in these famous works. The aim here is to raise tourism awareness, attract people to the area and increase tourism and leisure spending by maintaining the image portrayed in the literary works. The market town of Alnwick in Northumberland has also exploited its association with the Harry Potter book and film series.
Some rural areas have reimaged using logos and slogans to attract potential visitors and investors. ‘Wild Scotland’ taps into Scotland’s landscape and wildlife, whilst ‘Visit Malton’ markets itself as a food town and Yorkshire’s food capital. In a similar way, the Blaenau Ffestiniog abandoned slate quarries have been reused and rebranded as a mountain biking, caving and zipwire adventure centre.
Evaluating the success of these schemes depends on the criteria used. Some have been assisted by supranational, national, and local governments, but equally some may have been ‘held back’ by restrictions due to planning regulations. Some rural areas have not attempted to change the perception of their area, preferring to use its characteristics as a selling point to attract visitors and income. However, this does not necessary lead to sustainable and long-term income. (589)