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How A Tourist Destination May Become A Brand By Means Of Events – A Case Study On Iasi As A Candidate For European Cultural Capital 2021

Author

Listed:
  • Ancuta-Mihaela ZETIU

    (Alexandru Ioan Cuza University of Iasi, Romania)

  • Patricia BERTEA

    (Alexandru Ioan Cuza University of Iasi, Romania)

Abstract

This paper presents an analysis on the impact generated by hosting the International Festival of Education, 2013 edition, on Iasi’s image and its contribution in the competition for winning the title "European Capital of Culture 2021". The article reviews aspects related to culture, events and city branding, the strategy and the effects of hosting a cultural event on the host city. Cultural event was discussed as a tool used for urban regeneration and branding a tourist destination. Moreover, statistics show how the event contributed to increase tourism in Iasi.

Suggested Citation

  • Ancuta-Mihaela ZETIU & Patricia BERTEA, 2015. "How A Tourist Destination May Become A Brand By Means Of Events – A Case Study On Iasi As A Candidate For European Cultural Capital 2021," EURINT, Centre for European Studies, Alexandru Ioan Cuza University, vol. 2, pages 387-403.
    • Handle: RePEc:jes:eurint:y:2015:v:2:p:387-403
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    File URL: http://cse.uaic.ro/eurint/proceedings/index_htm_files/EURINT2015_ZET.pdf
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