HOW A TOURIST DESTINATION MAY BECOME A BRAND BY MEANS OF EVENTS – A CASE STUDY ON IASI AS A CANDIDATE FOR EUROPEAN CULTURAL CAPITAL 2021

Ancuta-Mihaela Zetiu and Patricia Bertea ()
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Ancuta-Mihaela Zetiu: Alexandru Ioan Cuza University of Iasi, Romania
Patricia Bertea: Alexandru Ioan Cuza University of Iasi, Romania

EURINT, 2015, vol. 2, 387-403

Abstract: This paper presents an analysis on the impact generated by hosting the International Festival of Education, 2013 edition, on Iasi’s image and its contribution in the competition for winning the title "European Capital of Culture 2021". The article reviews aspects related to culture, events and city branding, the strategy and the effects of hosting a cultural event on the host city. Cultural event was discussed as a tool used for urban regeneration and branding a tourist destination. Moreover, statistics show how the event contributed to increase tourism in Iasi.

Keywords: destination image; city branding; cultural events (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:jes:eurint:y:2015:v:2:p:387-403

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