Tourism image analysis among the project winners of the European Capitals of Culture 2023

Abstract

Tourism has always been the engine of the economy, and it is especially relevant in case of a recovery period, whether it is an economic or medical crisis. Tourism alone is not a remedy to the problems; however, conscious destination and product development can help strengthen the region through the integrity of local participants. Among the aims of European Capitals of Culture (ECoC) project are rural development, preserving and creating values, connecting creative industry to local levels. Our paper seeks an answer to the main research question: how do the winners of the ECoC 2023 convey their own core values through shaping the tourism image? The research question was answered using secondary sources and a focus group interview. The actuality and uniqueness of the paper come from the examination based on the ECoC project’s interdisciplinary approach, since connecting tourism with place marketing in the scientific research of the ECoC programme has been underrepresented so far. This gap-filling study demonstrates that the symbiotic relationship between tourism and place marketing not only adds value, but also provides practical profit to stakeholders through the development of destination management and location brand management.