IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/46968.html
   My bibliography  Save this paper

From city marketing to museum marketing and opposed

Author

Listed:
  • Metaxas, Theodore

Abstract

European cities today need to confront the challenges of the current socio economic changes. In this framework the role of city marketing becomes essential especially during the socio economic crisis. City marketing is important because it is related to procedures connected with city global competition, tourist attraction, urban management, urban government and the special identity of cities (city branding). Many European cities take initiatives either creative or innovative to improve their competitiveness through cultural and tourism development/growth. Further, the majority of applied city marketing policies concern the culture and tourism. City marketing have encounter criticism like a)replace urban planning, b) emphasis on profit, c) emphasis on tourism attraction, d) regenerate socio geographical inequalities. In Greece only recently city marketing has been developed while even more new phenomenon is the process of field studies. The first case study is the Pilot Strategic Planning of City Marketing in Nea Ionia Magnisia which is part of the CultMark programme “Cultural heritage, local identity and place marketing for sustainable development” (contacted under INTERREG IIIc in five European locations during 2004-2006 (Nea Ionia, Magnisia (leader partner), UK, Kainou/Finland, Rostok-TLM/Germany and Pafos/Cyprus. Museums are one of the top/main categories of cultural locations which contribute to the cultural and tourism development of cities. Cities benefit from the existence of museums in specific ways but in order to work effectively it is necessary to be promoted in an organized way and with a strategic perspective which will be implemented by a Strategic Pilot Marketing Plan. A second case study is the unique Museum of Tobacco in Kavala, Greece. The scope of it is to show how the museum could contribute as a unique “tourism and cultural good/product to reinforce the city image and its development under a Strategic Marketing Plan for the city with main axe the Museum. This paper uses data from recent primary field studies contacted on enterprises, citizens of the city and visitors in order to form a strategic frame in which the (intrinsic) promotion of the Museum will work effectively on the general development of the Museum and the city of Kavala.

Suggested Citation

  • Metaxas, Theodore, 2013. "From city marketing to museum marketing and opposed," MPRA Paper 46968, University Library of Munich, Germany, revised 2013.
    • Handle: RePEc:pra:mprapa:46968
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/46968/1/MPRA_paper_46968.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carl Grodach, 2002. "Reconstituting identity and history in post-war Mostar, Bosnia-Herzegovina," City, Taylor & Francis Journals, vol. 6(1), pages 61-82, April.
    2. W.F. Lever, 1993. "Competition within the European Urban System," Urban Studies, Urban Studies Journal Limited, vol. 30(6), pages 935-948, June.
    3. María V. Gómez, 1998. "Reflective images: the case of urban regeneration in Glasgow and Bilbao," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 22(1), pages 106-121, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shutian Zhou & Guofang Zhai & Yijun Shi, 2018. "What Drives the Rise of Metro Developments in China? Evidence from Nantong," Sustainability, MDPI, vol. 10(8), pages 1-20, August.
    2. Beatriz Plaza & Pilar Gonzalez-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2013. "Culture-led City Brands as Economic Engines: Theory and Empirics," ACEI Working Paper Series AWP-05-2013, Association for Cultural Economics International, revised Oct 2013.
    3. Peter Mayerhofer & Oliver Fritz & Dieter Pennerstorfer, 2010. "Dritter Bericht zur internationalen Wettbewerbsfähigkeit Wiens," WIFO Studies, WIFO, number 42430, March.
    4. Sophie Yarker, 2018. "Tangential attachments: Towards a more nuanced understanding of the impacts of cultural urban regeneration on local identities," Urban Studies, Urban Studies Journal Limited, vol. 55(15), pages 3421-3436, November.
    5. Dikmen Bezmez, 2008. "The Politics of Urban Waterfront Regeneration: The Case of Haliç (the Golden Horn), Istanbul," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 32(4), pages 815-840, December.
    6. Julien Cusin & Juliette Ducros-Passebois, 2016. "L'équipement culturel amiral pour (re)positionner l'image d'une ville : quoi de neuf depuis Bilbao ? Etude des cas de Lens et de Bordeaux," Post-Print hal-03239247, HAL.
    7. Frey, Bruno S. & Meier, Stephan, 2006. "The Economics of Museums," Handbook of the Economics of Art and Culture, in: V.A. Ginsburgh & D. Throsby (ed.), Handbook of the Economics of Art and Culture, edition 1, volume 1, chapter 29, pages 1017-1047, Elsevier.
    8. Theodore METAXAS, 2014. "Development Policies And Partnerships In Southern Europe: Evidence From Varna And Bari," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 23(4), pages 23-42.
    9. Giuseppe Mazzeo, 2012. "Impact of high speed trains on the hierarchy of European cities," Review of Regional Research: Jahrbuch für Regionalwissenschaft, Springer;Gesellschaft für Regionalforschung (GfR), vol. 32(2), pages 159-173, September.
    10. Chorianopoulos, Ioannis, 2000. "Urban Restructuring And Governance: North-South Differences In Europe And The Eu Urban Initiatives," ERSA conference papers ersa00p379, European Regional Science Association.
    11. Beatriz Plaza & Pilar González-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2015. "Culture-led city brands as economic engines: theory and empirics," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 54(1), pages 179-196, January.
    12. Loïc Lévi & Jean Jacques Nowak & Sylvain Petit & Hakim Hammadou, 2022. "Industrial legacy and hotel pricing: An application of spatial hedonic pricing analysis in Nord-Pas-de-Calais, France," Tourism Economics, , vol. 28(4), pages 870-898, June.
    13. Andrés Barreneche García, 2014. "Analyzing the determinants of entrepreneurship in European cities," Small Business Economics, Springer, vol. 42(1), pages 77-98, January.
    14. Gerry Mooney, 2004. "Cultural Policy as Urban Transformation? Critical Reflections on Glasgow, European City of Culture 1990," Local Economy, London South Bank University, vol. 19(4), pages 327-340, November.
    15. Pengfei Ni & Zheng Qiongjie, 2014. "Introduction," Chapters, in: Pengfei Ni & Zheng Qiongjie (ed.), Urban Competitiveness and Innovation, chapter 1, pages 1-6, Edward Elgar Publishing.
    16. Gert-Jan Hospers, 2004. "Place marketing in Europe," Intereconomics: Review of European Economic Policy, Springer;ZBW - Leibniz Information Centre for Economics;Centre for European Policy Studies (CEPS), vol. 39(5), pages 271-279, September.
    17. Dillip Kumar Das, 2016. "Engendering Creative City Image by Using Information Communication Technology in Developing Countries," Urban Planning, Cogitatio Press, vol. 1(3), pages 1-12.
    18. repec:col:000462:010395 is not listed on IDEAS
    19. Bernadette Quinn, 2005. "Arts Festivals and the City," Urban Studies, Urban Studies Journal Limited, vol. 42(5-6), pages 927-943, May.
    20. Beatriz Plaza, 2002. "A Note on "Panorama of the Basque Country and its Competence for Self-government": Terrorism and the Guggenheim Museum Bilbao Effect," European Planning Studies, Taylor & Francis Journals, vol. 10(3), pages 383-389, April.
    21. Catherine M. Matheson, 2010. "Legacy planning, Regeneration and events: The Glasgow 2014 Commonwealth Games," Local Economy, London South Bank University, vol. 25(1), pages 10-23, February.

    More about this item

    Keywords

    cultural planning; tourism development; Strategic Pilot Marketing Plan; Nea Ionia Magnisia; Tabacco Museum of Kavala;
    All these keywords.

    JEL classification:

    • O21 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Planning Models; Planning Policy
    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy
    • R59 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:46968. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.