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Strategic Analysis of Joint Use Of Public Spaces

Student: Nairova Kristina

Supervisor: Kirill L. Rozhkov

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

Relevance: In the past few years, conflicts have become more frequent between various users of public spaces (tourists and residents, residents and migrants, residents of different areas of a big city, etc.). Most of these conflicts are still resolved by increased regulation, introduction of various kinds of restrictions, carried out mainly in the reactive model. Also the effects of joint use and their influence on place satisfaction are not properly analysed. Purpose: This paper aims to identify how the perceived value of the public space influences the joint use of the public space Design/methodology/approach: At the first stage of the study, a critical analysis of the existing literature was carried out. Second stage study method was a series of in-depth interviews with users of parks. Findings: At the stage of literature analysis, problems of conceptualisation, operationalisation and strategic analysis of behavioural differences and user relationships in managing the territory were identified. At the second stage on the basis of interviews place users types were revealed, effects of joint use were analysed as well as their impact on satisfaction.

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