The role of events in developing the cultural side of a city: Assessing events organized by European Capitals of Culture

Claudiu Coman, Maria Cristina Bularca, Adrian Otovescu

Cite: Coman C., Bularca M.C., Otovescu A. The role of events in developing the cultural side of a city: Assessing events organized by European Capitals of Culture. JDAH, 2021, 2(1), 3-18. https://doi.org/10.33847/2712-8148.2.1_1

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Abstract. People are forever looking for new experiences. So, a city’s cultural offerings can make them stand out, and win them the title of European Capital of Culture. Aarhus’ events, as European Capital of Culture, serve to promote itself as a cultural city and offer a range of experiences and entertainment to citizens and tourists.This study focuses on this event. We researched how Aarhus promoted itself as European Capital of Culture in 2017. We wanted to make guidelines for other cities to follow. Promotion of their own strategies. Following a detailed analysis of one of Aarhus’s events, our findings showed that the city used cultural events to develop and attract tourists. The event was meticulously organised and in line with the city’s programme; Aarhus wanted to engage new and young audiences with its cultural scene.

Keywords: cultural destination, events, capital of culture.

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Published online 26.06.2021