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The conceptual root of vulnerability dates back to the 1970s in the social science spheres. Vulnerability is a multi-dimensional and determinant precondition for disaster occurrence. The Gamo lowlands are exposed to a wide range of vulnerabilities. Therefore, this study aims to schematize community perceptions and understanding of vulnerability in drought-affected rural Gamo lowlands.

A community-based cross-sectional survey design and the mixed-methods research approach were executed. A four-staged multistage sampling was used to identify the respondent households. Into the four study sites, sample households were allocated proportionally by the lottery method. The survey data were gathered from 285 lowland households. The structured survey questionnaire, key informant interview, focus group discussion, and field observations, and transect walks were the tools used to collect the primary data. Data were analyzed deploying both qualitative and quantitative techniques. The Likert scale is used to analyze households’ vulnerability perceptions in which the item analysis approach was used for detailed analysis of the Likert-type items.

Locally, people perceive and understand vulnerability as exposure to drought hazard, rainfall inconsistency, the prevalence of human and animal diseases, livelihood insecurity, food shortfalls, poor income, lack of access to market, landholding and livestock ownership which are schematized by vulnerability perception pathways that delineate its extent. The findings also showed that the Gamo lowland inhabitants are unequally vulnerable as 96.5% of the studied households stated the differential idiosyncrasy of vulnerability. Old-aged, small-sized and female-headed households with no supportive force were found to be more vulnerable.

For better resilience, enhancing communities’ perceptions and understanding of vulnerability via continuous awareness creation by all the concerned stakeholders is recommended as the majority was lowly educated. It also yields input for policy debates and decision-making in the drought-prone lowland setup for building a resilient community.

To the best of the authors’ knowledge, this is an original work pursued by using a household survey with empirical data sourced from drought-prone rural lowland communities.

Municipalities seek new opportunities for co-producing services in rural areas. One potential partner is community-based social enterprises (CBSEs). However, whilst service co-production through CBSEs obscures the traditional roles of actors, it may lead to a legitimation crisis in local service provision. In this paper, the ways CBSEs are legitimised as service providers in rural areas are addressed from the CBSE and municipality perspectives.

Empirical data combine interviews with CBSE representatives and open-ended national survey responses from municipality decision-makers. The data analysis is based on a qualitative content analysis to examine legitimation arguments.

Results show that unestablished legitimacy and un-institutionalised support structures for co-production models build mistrust between CBSEs and municipalities, which prevents the parties from seeing the benefits of cooperation in service production.

The research focusses on the legitimation of CBSEs in service co-production in rural areas. As legitimation seems to be a context-specific process, future research is needed regarding other contexts.

Municipalities interested in the co-production of services might benefit from establishing a collaborative and responsive (rural) service policy forum that would institutionalise new models of co-production and enable better design and governance of service provision.

Results will give new theoretical and practical insights into the importance of legitimacy in the development of service co-production relationships.

This study adopts the multi-step model developed by Avraham and Ketter (2008), for altering place images, based on past academic literature on destination marketing. The purpose of this study is to determine the state of Fukushima’s sake breweries before and after 2011, and its strategies for overcoming negative images and strengthening regional branding. Semi-structured interviews were conducted with seven sake breweries in Fukushima.

Fukushima Prefecture, located in northern Japan, is renowned for its hot springs, lakes, historical architecture, gastronomy, and particularly its sake (or Japanese rice wine). However, pre-existing problems such as the prefecture’s changing demographics and economic development, the effects of the 2011 Great East Japan Earthquake (GEJE) and fears of radioactive contamination have made consumers reluctant to consume products from the region or to visit the prefecture. This study illustrates how various sake brewery stakeholders have sought to reverse and alter negative images associated with the prefecture. To examine these initiatives, this study uses the multi-step destination marketing and counter-branding model to identify the strategies and techniques used by the stakeholders, with the aim of altering the way the prefecture is perceived and reversing the negative image people may have of the prefecture. To acquire data for this model, this study uses semi-structured interviews conducted in 2018 and 2020 with local sake breweries, tourism associations and the local government on how they sought to retore a positive image of the prefecture and rebrand it into a new type of tourism destination that focuses on the strengths of its breweries.

The results indicate that through a combination of collaboration between the breweries, local government and the local communities, the sake breweries were able to reverse many of the negative effects of the 2011 GEJE. The success of the sake industry has prompted the local government to focus more strongly on tourism marketing that places sake products and breweries at the center of its campaign to promote the region.

While this paper focuses on the recovery of breweries, it does not include the recovery of wineries in Fukushima, which have made similar progress in their recovery. In addition, the interviews focused primarily on the perspectives of the suppliers and not the consumers.

The results of this research can help guide other destinations undergoing prolonged association with negative images on the path toward image recovery. In particular, this paper highlights the importance of a coordinated strategy by all stakeholders, the local government, businesses and communities, to create a united image and response for addressing the causes of these image problems and to create new opportunities for all stakeholders.

This research contributes to the field of image restoration, which combines theories regarding destination marketing and crisis management. Also, the research highlights the importance of collective stakeholder mobilization when attempting to help communities that are facing economic and tourism crises.