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  • 标题:TERRITORIAL MARKETING BASED ON CULTURAL HERITAGE
  • 本地全文:下载
  • 作者:Zbuchea, Alexandra
  • 期刊名称:Management and Marketing Journal
  • 印刷版ISSN:1841-2416
  • 出版年度:2014
  • 卷号:XII
  • 期号:2
  • 页码:135-151
  • 出版社:University of Craiova, Faculty of Economics and Business Administration
  • 摘要: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.
  • 关键词:territorial marketing; place branding; destination marketing; cultural tourism; cultural resources; cultural districts; cultural routes
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