7th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

The Impact of Cultural Events on the City Image and Development: Residents’ Perspective

Tatjana Pivac –   Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Serbia
Sanja Kovačić -Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Serbia
Ivana Blešić –   Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Serbia
Marija  Cimbaljević   –   Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Serbia
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DOI:   https://doi.org/10.31410/tmt.2022-2023.169

7th International Thematic Monograph –   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2022/2023,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN   978-86-80194-56-1 ;  Editors:  Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade  
Abstract:   Culturalfestivalsandmajorculturaleventshavevariouseffects on the overall city development. This especially comes to the light in case of the cities caring the title of European Capital of culture. Nowadays, there are plenty of studies on cultural events, with the majority of them focusing on cultural tourists’ perceptions and perspectives. The local community, as a very important key actor, however, is very often neglected in the studies. In light of the fact that Novi Sad (Serbia) is caring the title of European Capi- tal of Culture in 2022, this paper focuses on the local community and its per- ception of the impact of the cultural events on all aspects of the city’s devel- opment, including city image. Data were collected before the title year (in 2020 and 2021) via a survey filled by 239 residents of Novi Sad. The results indicate that residents consider cultural events the most beneficial in terms of improving city image, creating opportunities for international publicity, providing entertainment and learning opportunities for the local communi- ty, as well as contributing to a better understanding of different cultures and generating tourism income. On the other hand, negative effects are related to the increase in service prices, the total price of living and the increase in al- cohol and drug consumption. Differences in sociodemographic characteristics are analyzed and discussed in the paper.

Keywords:    Cultural events; European capital of culture; Residents’ perspective; Novi Sad

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