文章基本信息

标题：TERRITORIAL MARKETING BASED ON CULTURAL HERITAGE
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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