БРАНД ДЕСТИНАЦИИ И ГРАДОВЕ ЕВРОПЕЙСКА СТОЛИЦА НА КУЛТУРАТА КАТО СПЕЦИФИЧНА ФОРМА НА ФЛУИДЕН БРАНД
BRAND DESTINATIONS AND EUROPEAN CAPITAL OF CULTURE CITIES AS A SPECIFIC FORM OF FLUID BRAND

Author(s): Radina Ruseva
Subject(s): Economy, Tourism
Published by: Икономически университет - Варна
Keywords: EU; integration; european capital of culture; cities; brand destinations; tourism; urban development
Summary/Abstract: For such a long time culture has been perceived as an important constituent part for closer European cooperation and integration. The cultural tourism market is heterogeneous and dynamic. The European Capital of Culture project is also a part of this market, because the city destination mission is to build an attractive urban environment and thus to increase the number of foreign tourists as well as investments. Some destinations use a brand architecture mix instead of only a single strategy in order to demonstrate a fluid approach in managing the relationships regarding the brand destination (Leitch & Richardson, 2000; Uggla, 2006). The aim of this paper is to analyze brand strategies of Plovdiv - European Capital of Culture 2019 and to justify to what extent the fluid elements represent a tool that can be useful for involving stakeholders in the branding process and what are the long-term benefits for the brand destination arising from such procedure.

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