Cultural diplomacy and its contribution to management of tourism destination image and identity

Papageorgiou, Panagiotis and Papagianni, Efthimia (2018): Cultural diplomacy and its contribution to management of tourism destination image and identity. Published in: TOURMAN 2018 Conference Proceedings, Rhodes: Greece (28 October 2018): pp. 498-505.

Abstract

Cultural diplomacy has proved to be a strong mode of communication between nations and constitutes a mechanism of exposure and influence, that introduces the notion of mild power. It refers to the ability to “convince” through culture, communicating values and ideas for the accomplishment of ideological goals and functional targets. Also, it is closely connected to the formation of the identity of a country or a city as a tourist destination. Taking the city of Edessa, Greece, as a case study, this work aims to study cultural diplomacy in the present international relationships, as well as its contribution to the formation of the image/identity of the city, finally reaching some conclusions on the current situation. This particular city was chosen as a case study as it has a rich natural and cultural heritage. The documentation of the work is based on two axes. Firstly, the recording of the natural wealth, the material and immaterial cultural heritage of Edessa, as evidenced by the literature review. Secondly, in the primary survey conducted with a structured questionnaire, which included closed type questions and was distributed to active members of the Edessa population, in particular to citizens who members of cultural organizations are or are working in the field of culture.

• Item Type: MPRA Paper
• Language: English
• Keywords: cultural diplomacy, city branding, destination image, tourism development
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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