The Role of Cultural Institutions and Events in the Marketing of Cities and Regions

Part I. At interdisciplinary cross-roads of city marketing and marketing of culture 7

Tomasz Domański, At the borderline of marketing of culture and territorial marketing 9
Basagaitz Guereño-Omil, María Asunción Fernández-Villarán, Approach to cultural tourism in Bilbao and its surroundings. What is the future for marketing strategies? 33

Part II. Role of cultural events in marketing of cities 49

Marcin Jasiński, Stanisław Brzeziński, Communication platforms for shaping a mega-event. A case study of selected European Capitals of Culture 51
Karolina M. Zielinska-Dabkowska, Night in a big city. Light festivals as a creative medium used at night and their impact on the authority, significance and prestige of a city 63

Part III. Role of cultural heritage, architecture and art in city identity 91

Milena Dragicevic Sesic, Nina Mihaljinac, From city identity to city branding: artivistic initiatives or top-down urban regeneration? 93
Patrick Leech, Dissonant historical heritage and the role of cultural institutions: the case of ATRIUM in Forlì 105
Luis Moreira Pinto, Alberto Cruz Reaes Pinto, Preserving heritage and culture of a city with tourism 117
Xosé A. Neira Cruz, Solar de Tejada, a Medieval Nobility Institution proposed as a Heritage of Cultural Interest in Spain 127

Part IV. Modern forms of marketing communication about cities and institutions of culture 133
Teodoro Luque-Martínez, Miguel Ángel Rodríguez-Molina, José Alberto Castañeda-García, Influence of the initiative “New7Wonders” on image and intention to visit the city 135
Natalia Żurowska, Social media in building a relationship with the audience. Case study: The Marek Edelman Dialogue Centre in Łódź 157

Part V. New generation institutions of culture. Creative industries 165

Tomasz Domański, New generation cultural and scientific institutions — dilemmas and strategic challenges 167
Monika Tomczyk, Monika Wojtkiewicz, Business Model of Culture and Creative Industries Incubator in creating social innovation 191

Part VI. Challenges for marketing of institutions of culture 203

Tomasz Domański, Marketing challenges for marketing of cultural institutions and events 205