Lyon – UNESCO’s Creative City of Gastronomy?
Cecilia Avelino Barbosa ()
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Cecilia Avelino Barbosa: ISCTE - University Institute of Lisbon, Lisbon, Portugal
Transnational Marketing Journal, 2016, vol. 4, issue 2, 126-132
The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon
Keywords: creative cities; city branding; UNESCO; Only Lyon; gastronomy; media arts (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:4:y:2016:i:2:p:126-132
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