Washington, Nov 05 (ANI): A new study has revealed that one in three people associates the brand identity of Nottingham to the famous heroic outlaw in English folklore-Robin Hood.
Shopping was the next most popular answer in the survey, carried out last month by researchers from Nottingham University Business School.
On a scale of zero to 10, Hood scored an average of 8.2 for visitors and 8.6 for locals in terms of the importance of his links to the city - and most agreed he was a 'hero'.
Yet tourism experts said neither Nottinghamshire nor Yorkshire, which stakes a rival claim to the legend, has made the most of Robin - despite fighting over his origins.n fact, five years ago Nottingham infamously ditched him from its branding in favour of a controversial 'slanty N' logo - designed at a cost of more than 100,000 pounds.
Study co-author Anita Fernandez Young, a lecturer in tourism management and marketing, said: "What we have in the case of Robin Hood is a brand without a product. We should recognize that Robin's name is known worldwide. Everyone is aware of the basic story and at least some of the characters and locations involved.
"And yet in Nottingham and Nottinghamshire - the places with which he's most widely associated- Robin seems to disappear a little more each year.
"He's the archetype of a hugely valuable cultural icon going to waste. It's as if we're so focused on embracing the modern that we're afraid to make the most of the past."
Robin made headlines around the world when Yorkshire's challenge to Nottinghamshire's claim went all the way to the Houses of Parliament in 2004.
Research co-author Liz Crosland-Taylor said some people seemed reluctant to name a mythical figure as their "top of mind" image for Nottingham.
She said: "Even though Robin is mythical, the focus group part of our research indicated visitors and locals alike expect to see visitor product aligned to the Robin Hood theme. The fact that Robin is a legend means the story and product can be constantly updated to maintain consumer interest."
The DeHaan Institute, the School's tourism and travel research facility, carried out the study, collecting data from 185 visitors to Nottingham and 200 locals. (ANI)