Preliminary communication
The role of culture and cultural tourism in the economic development and branding of the city of Varaždin
Vesna Haluga
; Grad Varaždin
Filip Kokotović
; TakeUs Croatia
Božo Skoko
orcid.org/0000-0002-4028-7128
; Fakultet političkih znanosti, Sveučilište u Zagrebu
Abstract
The paper thematizes the role of culture in branding and economic development of cities in the example of the city of Varaždin since the phenomenon of branding has become an unavoidable phenomenon in strengthening the recognition of certain destinations, developing their tourist offer, attracting investments, visitors, and even new residents. The branding process starts with researching the internal public and potential guests and creating a vision of the future, combining communication and marketing strategies with the cultural and creative industry. In this context, the paper begins with the question of whether the cultural offer is the key asset of the city of Varaždin and whether cultural tourism can become the driving force of the economic development of the city of Varaždin, i.e. the fundamental determinant of the City’s branding. The paper analyzes the reputation of the most famous festival in Varaždin, Špancirfest, and researches the available possibilities of the city in terms of creating a new brand. The paper emphasizes the importance of the infrastructure as a prerequisite for the development of the tourist offer and highlights cultural tourism as the backbone of identity and a key element of the promotion and economic development of the city of Varaždin. The conducted research confirms that cultural tourism can be the starting point in the branding of the city of Varaždin and a strong determinant of economic development.
Keywords
branding, Varaždin, culture, economic development, cultural tourism
Hrčak ID:
311944
URI
Publication date:
21.12.2023.
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