RELOCATION OF THE CREATIVE CLASS TO THE SMALL CITIES DUE TO COVID-19: DISCUSSION ON A NEW CITY MARKETING NICHE
Copyright (c) 2022 Yezhova Anastasiia
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Relocation to small cities is becoming more and more widespread. Due to the Covid-19 pandemic, people are trying to escape from perceived danger and as an alternative, they are considering short-term or long-term relocation to smaller cities or towns. Purpose: in this paper, the author gathers the experiences of people constituting a creative class, who relocated from capitals and metropolises to small cities during the Covid-19 pandemic and before, recording and defining certain motives for their move. Methodology: both primary and secondary sources were used for content analysis. As a primary source, ten in-depth interviews were conducted, whereas secondary sources include blogs and online published interviews. This article investigates three questions about relocation: 1. Why do people move from bigger cities to small ones? 2. What does the creative class pay attention to before choosing a settlement for permanent or temporary relocation? 3. How can the administration of the small cities reinforce their attractiveness for potential residents and tourists from the creative class?