Today the image of a destination is an important factor in one's decision on which places to visit. That is why the image of a destination in the eyes of its residents and visitors is important for cities. Experiments to change the existing image of a place through cultural events have been tried. The European Capital of Culture is a popular cultural event through which cities strive to attract more visitors in order to contribute to the development and the visibility of a place. In my diploma thesis I focus on the question of whether cities try to change their image when they host the European Capital of Culture event, and I present two specific cases: the ECOC events in Rotterdam in 2001 and in Maribor in 2012. The impact of cultural events on the image of a city is complex and difficult to measure; therefore, I use analyzes that indicate the economic effect of the events. For a better understanding of the impact major cultural events have on places and their image, I also discuss the history of urban festivals and cultural events, and present events and festivalisation in the first part of the thesis.
|
