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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.

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Attitudes of visitors towards christmas lighting at the christmas market in the face of the energy and climate crisis

Bęben Robert, Młynkowiak-Stawarz Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 175

43--60

EN

Purpose: The main objective of the study conducted was to determine the attitude towards Christmas lightning in the context of an energy crisis. Design/methodology/approach: A regression model developed during the research illustrates the factors that shape the respondents' attitudes towards holiday illuminations. The study utilized theories such as Ajzen’s Theory of Planned Behavior and the Technology Acceptance Model by Davis. Findings: It was found that the respondents have a positive attitude towards the analysed illuminations, which is strongly influenced by their perceived usefulness, including the opportunity to take interesting photos, as well as awareness of the energy-saving solutions used. Research limitations/implications: The study can serve as a starting point for decision-makers on behalf of local governments in researching the attitudes of visitors to local events. However, the possibility of prediction is limited due to the sample selection used. Practical implications: The current energy crisis, climate change, and other factors are prompting people to save energy. However, will rational arguments about the need to reduce energy consumption change the priorities of residents and local community leaders and convince them to give up their traditions and holiday attractions? The energy crisis triggered by Russia's invasion of Ukraine has led many local governments in Poland to forgo traditional city decorations with holiday lights or to cancel Christmas markets. However, some cities, such as Gdańsk, have preserved the holiday traditions while promoting energy-efficient solutions. This created an opportunity to study the attitudes and opinions of visitors to the Gdańsk Christmas Market during a period of wide-ranging debate on the need for energy conservation by local governments. Originality/value: Studying the specific attitudes of event participants, especially in the context of Christmas markets, is a rarely addressed issue. Thanks to the analyses conducted, the significance of factors influencing the investigated attitudes has been presented.

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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.