A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Matera European Capital of Culture 2019: A Preliminary City Branding Valuation
The city of Matera, an UNESCO World Heritage site in Basilicata Region, has been designed in 2015 as European Capital of Culture for the year 2019. It is the first town in the Southern Italian which has been awarded the title. The paper represents a first step of an ongoing research, and aims to quantify the benefits which the title of European Capital of Culture has been able to bring to the city of Matera in the form of a brand. As it is known, in cultural economics, economic impact studies are the most common tools for assessing the economic impact and value of cultural events. The use of Contingent Valuation Method (CVM) in the Matera city branding evaluation has allowed to identify the flows of annual monetary benefits deriving from the potential direct and indirect users, assessing the Willingness to Pay for the enjoyment the territorial resources. The CVM was carried out on two distinct samples, referring to the years 2016 and 2017, in order to confirm the reliability of the results obtained.
Matera European Capital of Culture 2019: A Preliminary City Branding Valuation
The city of Matera, an UNESCO World Heritage site in Basilicata Region, has been designed in 2015 as European Capital of Culture for the year 2019. It is the first town in the Southern Italian which has been awarded the title. The paper represents a first step of an ongoing research, and aims to quantify the benefits which the title of European Capital of Culture has been able to bring to the city of Matera in the form of a brand. As it is known, in cultural economics, economic impact studies are the most common tools for assessing the economic impact and value of cultural events. The use of Contingent Valuation Method (CVM) in the Matera city branding evaluation has allowed to identify the flows of annual monetary benefits deriving from the potential direct and indirect users, assessing the Willingness to Pay for the enjoyment the territorial resources. The CVM was carried out on two distinct samples, referring to the years 2016 and 2017, in order to confirm the reliability of the results obtained.
Matera European Capital of Culture 2019: A Preliminary City Branding Valuation
Smart Innovation, Systems and Technologies
Bevilacqua, Carmelina (editor) / Calabrò, Francesco (editor) / Della Spina, Lucia (editor) / Del Giudice, Vincenzo (author) / De Paola, Pierfrancesco (author) / Forte, Fabiana (author) / Manganelli, Benedetto (author)
INTERNATIONAL SYMPOSIUM: New Metropolitan Perspectives ; 2020 ; Online, Italy
2020-09-01
10 pages
Article/Chapter (Book)
Electronic Resource
English
Glocal Tourism and Resilient Cities: The Case of Matera “European Capital of Culture 2019”
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