The dominant subject of City Branding is the highlighting and utilization of the unique elements of a city's local cultural heritage and the multiple benefits that can arise from this, as cultural tourism can be strengthened and, consequently, sustainable development can be promoted.
At the same time, Cultural Routes are becoming a key management tool for the development of cultural tourism today. These are structured tours around a central thematic axis, aimed at showcasing the relevant historical and natural, intangible and tangible monuments of a city or a broader area.
The book proposes the implementation of cultural routes once researchers have established that the area meets specific conditions in order to classify the goods of cultural heritage. After identifying their common unifying elements, they are placed within a framework and the cultural route is proposed. The goal is for the proposed cities and their broader areas, through the tool of City Branding, to shape their own identity and recognizable brand name, so that visitors and the public connect the city with its cultural heritage and develop a recognizable brand with an emphasis on culture.
The book targets researchers related to the subjects of Sustainable Development, Local and Regional Development, the Natural and Urban Environment, Culture, and Tourism Development. At the same time, it is particularly useful for professionals and managers of the aforementioned relevant subjects, who organize and implement Strategic Programs for Sustainable Cultural and Tourism Development of places. Finally, it serves as a modern source of information for every citizen, as the branding of places, culture, and tourism increasingly determine the daily lives and quality of life for many citizens.
Number of pages
354
Cover
Soft
Year of publication
2018
Publisher
Ekdoseis Papazisi