Robertson, Martin (2010) Cultural and Festive activity as brand salience for the creative city destination: case study UNESCO City of Literature. In: CAUTHE 2010: Tourism and Hospitality: Challenge the Limits. University of Tasmania, School of Management, Hobart, Tas., pp. 1229-1233.

Abstract

This work - in - progress stems from an earlier project by Robertson and Rogers (2009) . It addresses the role of the media and stakeholder collaboration in a city in forming event brand equity commensura te with developing a competitive sense of place. The sense of competitive place is founded on the principles of Lander and Bianchini’s (1995) creative city . The literature review, primary research and the discussion presented offers an investigatory review of the cultural experience offered in the early years of the UNESCO City of Literature award and the extent to which this has been negotiated by the founding stakeholders, the written news media and the prevailing policy agendas of the cities of Edinburgh and Melbourne, respectively.

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