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The European capital of culture as a marketing mega-event: the challenge of getting nominated

Rudolf Wawrzyniec, Cheraghi Elham, Olasik Marta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

233--254

EN

Purpose: Explore the recent evolution of the European Capital of Culture (ECoC) program in terms of both selection criteria and the profiles of the cities nominated to become a one-year cultural capital of Europe Design/methodology/approach: The case study was used as the research method. In this research, the case of the ECoC program was presented as a chance for European cities aiming at creating their competitive position based on culture and creativity. The authors have identified three subsequent periods in the evolution of the ECoC and concentrated on identifying the differences between them, referring to selection criteria and the characteristics of the awarded cities. Findings: The evolution of the ECoC formula shifts toward European cities with better recognition of intangible heritage, smaller size, and lower administrative status. Possessing the tangible heritage assets is not the leading advantage anymore, and the chances of success are bigger for locations which had not been recognized before as cultural centers. Research limitations/implications: The study is based on desk research, and no qualitative research was conducted. Therefore, the interviews with the city marketers involved in the celebration of the ECoC should be included in further studies for deepening the issue. Practical implications: The paper draws some implications for practice for city marketers aiming at improving the international recognition of the city under the cultural label. The call for the next nominations of the ECoC is open for Czech, French, Polish, and Swedish cities, and soon it will be a case for Cyprus, Belgium, Malta, Spain, Bulgaria, Denmark, the Netherlands, and Italy. Originality/value: The paper identifies the current trends in designation of the ECoC; it covers the unique description of the nominated cities from the selected categories, which enables to assess the chances to be nominated in the incoming calls.

2

Models of formation of tariffs for heat energy and features of heat supply systems in the largest cities

Beloev Hristo, Valeeva Julya Sergeevna, Stepanova Juliya Vasilevna, Savdur Svetlana Nikolaevna, Barykin Aleksey Yurevich

Rynek Energii

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2022

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Nr 1

76--90

EN

The article considers the existing in the modern model of heat supply in Russia, Europe, the USA and China. There are two trends in the formation of the heat supply system-Central and individual sources of energy supply. Features of models of heat supply and pricing functioning in correlation with state support in the studied countries are reflected. Factors of inefficient pricing in Russia, including the lack of specificity of the market with a focus on the manufacturer, and a high level of state support, were identified. The factors identified are the need to improve the pricing model taking into account population density and a number of other factors. A comparative analysis of heat supply energy systems is carried out for the following indicators: tariffs for heat energy, the amount of utility payments for heating., the Level of average wages, the share of utility payments for heating in the income of the population in the context of major cities in Russia and foreign countries, which allowed us to identify the main trends in the development of energy markets.

3

The role of event marketing in creating tourist experience

Kęprowska Urszula

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2019

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z. 139

193--200

EN

The aim of this article is to make an attempt at discovering how events, as a communication channel of event marketing, complement promotional strategies of towns and regions through their psychological impact on tourists. The study is based on the concept of event marketing, which emphasises the undeniable role of emotions and experiences in the process of satisfying social needs. It can be assumed that the presented conclusions are true for all events dedicated to tourist promotion of the region. Providing theoretical foundations, the article demonstrates that self-government units are ever more often using event-based strategies, since they increasingly employ the model of competition in the tourism market based on tourists’ emotions and experiences rather than on the material resources of the place.

4

Marketing wydarzeń jako instrument działań promocyjnych gdańskiego samorządu

Kęprowska U.

Nowoczesne Systemy Zarządzania

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2017

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T. 12, nr 1

155--168

PL

Marketing terytorialny jednostki samorządowej jest odpowiedzialny za zaspokajanie potrzeb oraz oczekiwań lokalnej społeczności. W tym celu jednostki samorządowe sięgają miedzy innymi po szereg narzędzi promocji, która pełni szereg ważnych dla miasta funkcji. Organizacja różnego typu wydarzeń oraz promowanie ich zarówno pośród mieszkańców miasta, jak i odbiorców zewnętrznych, jest częścią prowadzonego przez miasto marketingu terytorialnego. Marketing jest częścią procesu zarządzania miastem, właściwym zatem staje się kierowanie oferty zarówno do członków wspólnoty samorządowej jak i odbiorców zewnętrznych jakimi są miedzy innymi turyści czy odwiedzający. Artykuł przedstawia trzy wydarzenia zorganizowane na stadionie Energa Gdańsk (dawniej PGE Arena) w latach 2014-2015 oraz wskazuje ich celowość w promocji turystycznej miasta.

EN

Territorial marketing of local government contributes to meet the expectations and needs of the local community . For this purpose local governments reach, among other things for the promotion of a number of tools that fulfill a number of important functions for the city. Organizing of various events and promoting them among the locals as well the external customers, is a part of a territorial marketing conducted by the city. Marketing is a part of the process of city management, therefore, it is necessery to address the offer to the members of the local community and to the external customers like tourists or visitors. This article presents three events that were organized at the Stadium Energa in Gdansk (formerly PGE Arena) in 2014-2015, and indicates their purposefulness for the tourist promotion of the city.

5

Event marketing jako jedna z form innowacji marketingowych w instytucjach naukowych i badawczych

Olejniczak A.

Prace Instytutu Lotnictwa

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2012

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Nr 4 (225)

145--157

PL

Ogromne przemiany dokonujące się przez ostatnie lata w Polsce, czas ogromnej konkurencji i twardych reguł rynkowych we wszystkich branżach zmusza przedsiębiorców do efektywniejszego zarządzania marketingowego. Wyzwaniem staje się narzucone tempo jak również umiejętność dostosowywania się do nowych sytuacji. Przedsiębiorstwo, które zamierza umocnić lub utrzymać swoją pozycję na rynku musi stale dostosowywać się do potrzeb i wymagań konsumentów oraz do zmieniającej się sytuacji rynkowej. Instytucje naukowe i badawcze starają się znaleźć swoje miejsce w gospodarce rynkowej. Wielu z nich udaje się osiągnąć wysokie przychody z prowadzonej działalności badawczej poprzez znalezienie popytu na swoje badania i usługi. Wiele instytucji szuka przedsiębiorstw prywatnych, które byłyby zainteresowane przeprowadzeniem u nich badań. Dynamiczne zmiany zachodzące w otoczeniu instytucji naukowych i badawczych powodują, że podmioty te poszukują skutecznych sposobów komunikacji z różnymi grupami zarówno z otoczenia wewnętrznego jak i zewnętrznego. W tym kontekście event marketing można uznać za innowację marketingową, która wykorzystywana przez wielkie korporacje, firmy na całym świecie bez wątpienia może być wykorzystywanym narzędziem promocji w polskich instytucjach naukowych i badawczych.

EN

The history of marketing events is long. However, despite a fast development of the market, event marketing in Poland and above all in scientific institutions is not as developed as in Western countries. Many institutions don't know what they can really achieve thanks to organizing events. The organization of various events, as well as promoting them both among employees and external recipients is a pan of marketing strategies of many scientific and research institutions. Skillful utilization of the instruments of marketing communication makes it possible to provide the stakeholders with the necessary information about our institutions, it also makes it possible to receive information from the market. Regardless of whether we organize small or big events, we have to remember that to make an event successful, we need to take care of the details. Preparing a detailed schedule of all activities will facilitate work not only for the event manager, but also for all involved in the implementation of the whole event. A well-organized and attractive event will surely be remembered by the participants and can certainly contribute to the success of an institution. Rules of events organization are described in this article.

6

Event marketing as one of the forms of marketing innovation in scientific and research institutions

Olejniczak A.

Prace Instytutu Lotnictwa

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2012

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Nr 5 (226)

107--119

EN

The history of marketing events is long. However, despite a fast development of the market, event marketing in Poland and above all in scientific institutions is not as developed as in Western countries. Many institutions don't know what they can really achieve thanks to organizing events. The organization of various events, as well as promoting them both among employees and external recipients is a pan of marketing strategies of many scientific and research institutions. Skillful utilization of the instruments of marketing communication makes it possible to provide the stakeholders with the necessary information about our institutions, it also makes it possible to receive information from the market. Regardless of whether we organize small or big events, we have to remember that to make an event successful, we need to take care of the details. Preparing a detailed schedule of all activities will facilitate work not only for the event manager, but also for all involved in the implementation of the whole event. A well-organized and attractive event will surely be remembered by the participants and can certainly contribute to the success of an institution. Rules of events organization are described in this article.