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The cultural and tourist policy dimension in city marketing: the case of the olympic municipality of Nea Ionia, Magnesia, Greece

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  • H70 - General
  • O18 - Urban
  • Rural
  • Regional
  • And Transportation Analysis
  • Housing
  • Infrastructure
  • O21 - Planning Models
  • Planning Policy
  • Communication


Culture and tourism have been used extensively in a variety of initiatives that concern urban regeneration, by using particular promotional strategies and tactics in the context of city marketing. The contribution of culture and tourism must be related to the conformance and implementation of urban policy actions, the focus on the satisfaction of the needs and demands of the potential target markets, the enforcement and promotion of the urban cultural identity and image, the contribution of citizens to achieving a better quality of life, and the construction of a city’s competitive advantage in order to attract tourists, inhabitants and investors. This paper investigates the cultural and tourist policy dimension in city marketing, using as a study area the Olympic Municipality of Nea Ionia in the Prefecture of Magnesia in Greece. The data are derived from the INTERREG IIIC CultMark (Cultural Heritage, Local Identity and Place Marketing for Sustainable Development) project that was in operation in five European places locations (Nea Ionia - lead partner, Chester-UK, Rostock/TLM-Germany, Kainuu-Finland, Pafos-Cyprus) between 2004 and 2006.

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