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Territorial Marketing Based On Cultural Heritage

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  • Alexandra Zbuchea

    (National University of Political Studies and Public Administration Bucharest, Romania)

Abstract

Territorial marketing could be an effective strategy leading to economic development. Considering the developments in contemporary society and economy, it has become a necessity. Successful territorial marketing could lead to place branding, with many long-term benefits for a region, its constituents and stakeholders. The process of developing and implementing a territorial marketing is multifaceted. The present paper makes a brief investigation on the conceptual background to better understand this process. The paper presents the steps of designing such a strategy and the accompanying challenges. It also investigates to what extent it is possible to put culture at the core of a territorial marketing strategy. Two models of territorial marketing based on heritage are succinctly presented: cultural districts and cultural routes.

Suggested Citation

  • Alexandra Zbuchea, 2014. "Territorial Marketing Based On Cultural Heritage," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 135-151, November.
    • Handle: RePEc:aio:manmar:v:xii:y:2014:i:2:p:135-151
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    File URL: http://mnmk.ro/documents/2014_X2/2-3-2-14.pdf
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    References listed on IDEAS

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    1. Adina Constantinescu & Tudor NISTORESCU, 2013. "The Online Communication Mix For Tourism Destinations Study Case On Romanian Tourism Destinations," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 58-70, May.
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    Cited by:

    1. Santeramo, Fabio Gaetano & Manno, Roberto & Tappi, Marco & Lamonaca, Emilia, 2022. "Trademarks and Territorial Marketing: Retrospective and Prospective Analyses of the trademark Prodotti di Qualità," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 24(1), June.
    2. Yana Balashova-Kostadinova, 2017. "Comparative Advantages Related to a Municipality – the Experts View," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 41-52, July.
    3. Bartkowiak Piotr & Krzakiewicz Marianna, 2017. "Shaping of the intramunicipal relations in the contemporary local government on the city of Poznan example," Management, Sciendo, vol. 22(1), pages 194-207, September.
    4. Małgorzata Zdon-Korzeniowska & Monika Noviello, 2019. "The Wooden Architecture Route as an Example of a Regional Tourism Product in Poland," Sustainability, MDPI, vol. 11(18), pages 1-13, September.
    5. Yana BALASHOVA-KOSTADINOVA, 2018. "Comparative Advantages of Territories – the Residents’ View," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 55-68, November.
    6. Georgeta-Madalina MEGHISAN, 2015. "Cultural Influences On Pre-Pay Mobile Telecommunications Services Users," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 181-187, May.
    7. Paola Panuccio, 2019. "Smart Planning: From City to Territorial System," Sustainability, MDPI, vol. 11(24), pages 1-15, December.

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    More about this item

    Keywords

    territorial marketing; place branding; destination marketing; cultural tourism; cultural resources; cultural districts; cultural routes;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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