Image of a Local Area: Measuring and Managing

The image of a local area can be conceived as cumulative beliefs, ideas, opinions, and experiences people have about a place. Image embodies a large number of information, memories, and suggestions that pertain to a specific place, which are processed by human mind by selecting relevant evidence from a big amount of data about a local area. Image conceptualizes the value and/ or a certain level of performance that a place expresses and it inspires human behaviors. The image o fa local area is perceiveid by people, it is part of knowledge structures related to a place and it is long-lasting and difficult to change. Measuring and managing the image of a local area can support the socioeconomic development of a local community by providing to local policy-makers the necessary information to support them in improving policy outcomes. When applied to a local area, an outcome-based dynamic performance management approach provides decision- makers with the appropriate set of information to effectively allocate resources coherently with the pursued objectives. In this task, performance drivers provide to both managers and politicians relevant measures which give insights and policy recommendation on how to manage the image of local area.