Caption: The Kankaanpää Rehabilitation Center is, after the garrison, one of our most well-known destinations in the minds of external respondents. (Photographer Martti Tikka)
Regional cities are the centers of their region and economic area, which form a working and shopping area around them, but are not provincial centers. Kankaanpää is one of 57 regional cities in Finland. The aim of the study carried out in January-February 2022 was to assess the development of vitality and attractiveness in regional cities. The data is based on a total of approximately 13 responses, of which Kankaanpää accounted for 100 responses. The study was carried out by Innolink Research Oy.
A recent study on the attractiveness of regional cities shows that both the recognition of regional cities and the attraction of migration from large cities to regional cities are increasing compared to the previous study period in 2019. The better known a city is, the more attractive it is perceived to be. According to the study, residents of large cities know regional cities seven percent better than in 2019. Regional cities are put in a positive light by their personality and active communication.
Strong holding power factors also an asset for Kankaanpää
From the perspective of large cities, the regional cities with the greatest migration attraction are Rauma, Kalajoki, Iisalmi and Kristiinankaupunki. The COVID-40 pandemic has also contributed to increasing the interest of residents of large cities in regional cities. At the same time, the staying power of residents of regional cities has strengthened significantly, as XNUMX percent say that the COVID-XNUMX period has increased their willingness to stay in their current hometown.
Based on the external attractiveness index, Kankaanpää ranks 46th, while in the internal attractiveness index comparison, the ranking is 15th. Kankaanpää residents see their hometown in a positive light and primarily value safety, the living environment, and cultural and leisure services.
-It was nice to notice that the city's external image has improved slightly. However, there is still room for improvement in the city's awareness and image, but the direction is right and we have recognized this and are investing in it, says the mayor Mika Hatanpaa.
Nature and art, which are perceived as strengths by Kankaanpää residents, are not yet as clearly reflected in the perceptions of outside respondents as we ourselves know them to be. In turn, among outsiders, the garrison and rural nature come out on top, among others.
Interest in moving can be harnessed into residents and workforce – requires active reputation work
As in the previous study year, 2019, the key common attraction factors of regional cities are considered to be safety, living environment and transport accessibility.
-A potential target group of residents and workers are families with children who value nature and hobbies. Regional cities have a thousand-dollar opportunity to target marketing, among others, to residents of large cities who are considering moving back. The effects of the coronavirus pandemic on the flexibility of working life should also be utilized in the city's messages, encourages the chairman of the regional cities network, the mayor of Kurikka Anna-Kaisa Pusa.
In external mental images, the larger size of regional towns increases the positive impression when the locality is less familiar. From a longer distance, regional towns are especially interesting from a tourism point of view.
Read the Kankaanpää results: Kankaanpää city-specific report
Read the full research report: Attractiveness study of regional cities 2022
Summary of attraction research
Regional towns can be classified according to population as follows:
Cities with more than 30 inhabitants (4): Savonlinna, Rauma, Lohja and Salo
Cities with 20–000 inhabitants (11): Varkaus, Kemi, Kurikka, Valkeakoski, Iisalmi, Tornio, Sastamala, Raahe, Imatra, Raasepori and Riihimäki
Cities with 10–000 inhabitants (23): Nivala, Lieksa, Paimio, Alavus, Kalajoki, Kankaanpää, Kauhajoki, Lapua, Loviisa, Parainen, Kuusamo, Ylivieska, Uusikaupunki, Kauhava, Loimaa, Akaa, Forssa, Pieksämäki, Heinola, Äänekoski, Pietarsaari, Hamina and Jämsä
Cities with less than 10 inhabitants (19): Kannus, Ähtäri, Viitasaari, Parkano, Kristiinankaupunki, Ikaalinen, Suonenjoki, Kokemäki, Oulainen, Kemijärvi, Laitila, Somero, Saarijärvi, Alajärvi, Keuruu, Nurmes, Mänttä-Vilppula, Kitee and Huittinen
Additional information:
Innolink Research Oy, CEO, Pekka Vuorela, tel. +050 571 8804 XNUMX
Innolink Research Oy, Account Manager, Katja Helkala, tel. +040 771 7518 XNUMX
Chair of the Regional Cities Network, Mayor of Kurikka Anna-Kaisa Pusa, tel. +044 020 9000 XNUMX
City of Kankaanpää, Mayor Mika Hatanpää, tel. 044 577 2210, [email protected]
City of Kankaanpää, Marketing and Communications Manager Leena Kuusimäki, tel. 050 577 5200, [email protected]