The contribution of native species to sense of place

Abstract

The approach of promoting a destination through native resources is intriguing. This research attempted to assess the role of native species in contributing to the success of a destination through their contribution to sense of place. It illustrated the mechanisms and preconditions through which native species can contribute to the distinctiveness of a destination. This research has uncovered a number of factors explaining the potential of a native species to become a viable contributor to a destination's sense of place. In a nutshell, a prospective native species can potentially become a viable option with which a destination can build its sense of place and overall identity if that particular species has a strong biological foundation in the natural environment; if it has been embraced or endeared by residents through social and historical processes; and if there are ample opportunities for tourists to experience and interact with it, through which endearment among tourists and a strong sense of place can be built. The Provençal cicada was used as an illustrative case. The adoption of the cicada by Bouches-du-Rhône tourism as a regional symbol and for use in its communications reinforces the cicada's contribution to the destination's identity and sense of place.

Keywords:

• native species
• cicadas
• destination marketing
• sense of place
• place branding
• sustainable tourism