The Role of Cultural Institutions and Events in the Marketing of Cities and Regions


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    Opis produktu

    The idea of the monograph originates from many years of my interests in relationships between territorial marketing and marketing of culture. Nowadays, in building distinct brands of cities and regions increasingly more attention is paid to the role of institutions of culture and cultural events. Institutions of culture and cultural events have become an important distinctive feature of cities and regions with which they are associated.

    This monograph is unique because of its interdisciplinary approach to the subject. It is placed somewhere at the borderline of areas such as: management and marketing, management of culture, managing cities, economic sciences, urban and tourism geography, humanities, history and international relations, architecture, and history of art.

    From the Author


    Table of Contents

    Part I. At interdisciplinary cross-roads of city marketing and marketing of culture 7

    Tomasz Domański, At the borderline of marketing of culture and territorial marketing 9
    Basagaitz Guereño-Omil, María Asunción Fernández-Villarán, Approach to cultural tourism in Bilbao and its surroundings. What is the future for marketing strategies? 33

    Part II. Role of cultural events in marketing of cities 49

    Marcin Jasiński, Stanisław Brzeziński, Communication platforms for shaping a mega-event. A case study of selected European Capitals of Culture 51
    Karolina M. Zielinska-Dabkowska, Night in a big city. Light festivals as a creative medium used at night and their impact on the authority, significance and prestige of a city 63

    Part III. Role of cultural heritage, architecture and art in city identity 91

    Milena Dragicevic Sesic, Nina Mihaljinac, From city identity to city branding: artivistic initiatives or top-down urban regeneration? 93
    Patrick Leech, Dissonant historical heritage and the role of cultural institutions: the case of ATRIUM in Forlì 105
    Luis Moreira Pinto, Alberto Cruz Reaes Pinto, Preserving heritage and culture of a city with tourism 117
    Xosé A. Neira Cruz, Solar de Tejada, a Medieval Nobility Institution proposed as a Heritage of Cultural Interest in Spain 127

    Part IV. Modern forms of marketing communication about cities and institutions of culture 133
    Teodoro Luque-Martínez, Miguel Ángel Rodríguez-Molina, José Alberto Castañeda-García, Influence of the initiative “New7Wonders” on image and intention to visit the city 135
    Natalia Żurowska, Social media in building a relationship with the audience. Case study: The Marek Edelman Dialogue Centre in Łódź 157

    Part V. New generation institutions of culture. Creative industries 165

    Tomasz Domański, New generation cultural and scientific institutions — dilemmas and strategic challenges 167
    Monika Tomczyk, Monika Wojtkiewicz, Business Model of Culture and Creative Industries Incubator in creating social innovation 191

    Part VI. Challenges for marketing of institutions of culture 203

    Tomasz Domański, Marketing challenges for marketing of cultural institutions and events 205



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