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
DOI: https://doi.org/10.31410/tmt.2022-2023.169
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
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: Cultural festivals and major cultural events have various effects 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
REFERENCES
Anholt, S. (2008). Place branding: Is it marketing, or isn’t it?. Place Branding and Public Diplo- macy 4, 1–6, https://doi.org/10.1057/palgrave.pb.6000088
Ashworth, G. J., & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. Belhaven Press.
Baum, T., & Hagen, L. (1999). Responses to Seasonality: The Experiences of Peripheral Desti- nations. International Journal of Tourism Research, 1(5), 299–312. https://doi.org/10.1002/ (SICI)1522-1970(199909/10)1:5%3C299::AID-JTR198%3E3.0.CO;2-L
Besculides, A., Lee, M. E., & McCormick, P. J. (2002). Residents' perceptions of the cultur- al benefits of tourism. Annals of tourism research, 29(2), 303-319, https://doi.org/10.1016/ s0160-7383(01)00066-4
Blešić, I., Pivac, T., Djordjević, J., Stamenković, I., & Janićević, S. (2014a). Cultural Events as Part of Cultural Tourism Development. Case Study: Sombor and Apatin (Serbia). Acta ge- ographica Slovenica, 54(2), 381–390. http://dx.doi.org/10.3986/AGS54406
Blešić, I., Pivac, T., Stamenković, I., Besermenji, S., & Marković, S. (2014b). Investigation of Visitor Motivation of the Exit Music Festival (The Republic of Serbia). Revista de turism - studii si cercetari in turism, 18, 8–15. Retrieved from http://revistadeturism.ro/rdt/article/ view/145
Deffner, Α., & Labrianidis, L. (2005). Planning Culture and Time in a Mega-event: Thessalon- iki as the European City of Culture in 1997. International Planning Studies, Vol.10, No. 3-4, pp. 241-264. https://doi.org/10.1080/13563470500378556
Derrett, R. (2005). Why do regional community cultural festivals survive?, e Publications @ SCU, Southern Cross University
Fytopoulou, E., Tampakis, S., Galatsidas, S., Karasmanaki, E., & Tsantopoulos, G. (2021). The role of events in local development: An analysis of residents’ perspectives and visitor sat- isfaction. Journal of Rural Studies, 82, 54-63, https://doi.org/10.1016/j.jrurstud.2021.01.018 Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management,
29(3): 403-428. https://doi.org/10.1016/j.tourman.2007.07.017
Getz, D., & Page, S. (2016). Progress and prospects for event tourism research. Tourism Man- agement, 52, 593-631. https://doi.org/10.1016/j.tourman.2015.03.007
Gomez, M., & Molina, A. (2012). Wine Tourism in Spain: Denomination of Origin Effects on Brand Equity, International Journal of Tourism Research, 14(4), pp. 353-368. http://dx.doi. org/10.1002/jtr.868
Gursoy, D., & Kendall, K. W. (2006). Hosting mega events. Annals of Tourism Research, 33(3), 603-623. https://doi.org/10.1016/j.annals.2006.01.005
Hadžić, O., Nedeljković Knežević, M., & Pivac, T. (2018). Menadžment održivog razvoja kul- turnog turizma-stejkholderski pristup [Management of the sustainable development of cultural tourism – stakeholder approach]. Novi Sad, Serbia: University of Novi Sad, Facul- ty of Sciences, Department of Geography, Tourism and Hotel Management.
Hudson, S., & Brent, R. (2009). Branding a memorable destination experience. The case of ‘Brand Canada’, International Journal of Tourism Research 11, 217–228, https://doi. org/10.1002/jtr.720
Költringer, C., & Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 68(9), 1836-1843. 1836-1843. https://doi.org/10.1016/j.jbusres.2015.01.011
Kuci, A. (2021). Building Destination Image Through Events: The Impact of events on city im- age. Balkan and Near Eastern Journal of Social Sciences 7 (3), 84-88
Laing, J. (2018). Festival and event tourism research: Current and future perspectives. Tourism Management Perspectives 25, 165–168. https://doi.org/10.1016/J.TMP.2017.11.024
Liang, Y., Illum, S. F., & Cole, S. T. (2008). Benefits Received and Behavioural Intentions of Festival Visitors in Relation to Distance Travelled and Their Origins. International Jour- nal of Event Management Research, 4(1), 12–23, Retrieved from http://citeseerx.ist.psu. edu/viewdoc/summary?doi=10.1.1.558.6589
Lill, G. (2015). The impacts of events on local community. Case: City of Tallinn. [Unpublished Master thesis dissertation]. Aalborg.
Novi Sad. (2022a). Aplication form, Novi Sad 2021, https://novisad2022.rs/en/documents/ Novi Sad. (2022b). https://novisad2022.rs
Oklobdžija, S. (2015). The Role of Events in Tourism Development. BizInfo Journal, 6(2), 83- 97, https://doi.org/10.5937/BIZINFO1502083O
Papanikolaou, P. (2012). The European Capital of Culture: The Challenge for Urban Regenera- tion and Its Impact on the Cities. International Journal of Humanities and Social Science, Vol. 2 No. 17; pp. 268-273.
Pivac, T., Blešić, I., Kovačić, S., Besermenji, S., & Lesjak, M. (2019). Visitors’ Satisfaction, Perceived Quality, And Behavioral Intentions: The Case Study Of Exit Festival. Jour- nal of the Geographical Institute “Jovan Cvijić” SASA, Vol 69, No 2, 123-134, https://doi. org/10.2298/IJGI1902123P
Pivac, T., Vujičić, M., & Božić, S. (2016). Promotion of Cultural Heritage in the European Cap- ital of Culture Project. Case Study of Porto and Rotterdam, and Lille and Genoa, Pro- ceedings of the Third International Conference Preservation and Improvement of Historic Towns, Sremski Karlovci, 12-13. May 2016., 425-444
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: integrating the con- cepts of the branding and destination image. Tourism Management, 32(3), 465-476. https:// doi.org/10.1016/j.tourman.2010.03.014
Quinn, B. (2005). Arts Festivals and the City. Urban Studies, 42(5-6), 927-943. https://doi. org/10.1080/00420980500107250
Raj, R., & Vignali, C. (2010). Creating Local Experiences of Cultural Tourism Through Sus- tainable Festivals. European Journal of Tourism, Hospitality and Recreation, 1(1), 51–67. Retrieved from https://iconline.ipleiria.pt/bitstream/10400.8/426/1/7_ejthr_vol1_issue1_ creating_local_experiences.pdf
Richards, G. (2013). Creativity and tourism in the city. Current Issues in Tourism 17(2), https://
doi.org/10.1080/13683500.2013.783794
Richards, G., & King, B. (2022). The experience of cultural festivals: evidence from Hong
Kong. Journal of Policy Research in Tourism, Leisure and Events, https://doi.org/10.1080
/19407963.2022.2033249
Richards, G., & Londoño, M. P. L. (2022). Festival cities and tourism: challenges and prospects. Journal of Policy Research in Tourism, Leisure and Events, https://doi.org/10.1080/19407 963.2022.2087664
Richards, G., & Palmer, R. (2010). Eventful cities - Cultural Management and Urban Revitali- sation. Elsevier
Šagovnović, I., Pivac, T., & Kovačić, I. (2022). Examining antecedents of residents’ support for the European Capital of Culture project – event’s sustainability perception, emo- tional solidarity, community attachment and brand trust. International Journal of Event and Festival Management, Volume 13, Issue 2, pp. 182-202, https://doi.org/10.1108/ IJEFM-02-2021-0009
Selkani, I. (2019). The Impact of the Festival on the Image of the City. Annals of Social Sciences and Management Studies 4(2), 55-58, https://doi.org/10.19080/asm.2019.04.555634
Séraphin, H., Platania, M., Spencer, P., & Modica, G. (2018). Events and Tourism Development within a Local Community: The Case of Winchester (UK). Sustainability 10, 3728, http:// dx.doi.org/10.3390/su10103728
Shirkhodai, M., Alizadeh Thani, M., & Amoli Diva, F. (2015). Investigating the effect of des- tination image on satisfaction and behavioral goals in health tourism (Case study: Lavij mineral spa). Quarterly Journal of Tourism Planning and Development, 5(17), 128-145
Sroda-Murawska, S., & Bieganska, J. (2015). The impact of cultural events on city development: the (great?) expectations of a small city. 5th Central European Conference in Regional Sci- ence - CERS, 2014, 941–950. https://www.researchgate.net/publication/284719781_The_ Impact_of_Cultural_Events_on_City _Development_the_Great_Expectations_of_a_ Small_City
Turistički svet. (2016). Najveće turističke manifestacije u Srbiji zaradile 30 miliona evra, Re- trived March 11, 2023, from https://www.turistickisvet.com/vesti/turizam/najvece-turis- ticke-manifestacije-u-srbiji-zaradile-30-miliona-evra.html
Van der Steen, T., & Richards, G. (2021). Factors affecting resident support for a hallmark cul- tural event: the 2018 European Capital of Culture in Valletta, Malta. Journal of Policy Re- search in Tourism, Leisure and Events, 13(1), 107-123, https://doi.org/10.1080/19407963.2 019.1696352
Van Niekerk, M. (2016). Community perceptions on the impacts of art festivals and its impact on overall quality of life: A case study of the Innibos National Art Festival, South Africa. In Focus on World Festivals: Contemporary Case Studies and Perspectives; Newbold, C., Jordan, J., Eds.; Goodfellow Publishers Limited: Woodeaton, UK, p. 333.
Viskadouraki, I. (2016). Analysis of the Economic, Social and Tourism Impact of Cultural Fes- tivals in the Local Economy. Bachelor thesis, Department of Business Administration, School of Management and Economics, Technological Educational Institute of Crete, Her- aklion, Greece. http://hdl.handle.net/11713/8030
Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.). (2004). Festival and Events Management: An International Arts and Culture Perspective; Elsevier Butterworth-Heinemann: Oxford, UK
Yi, X., & Zhai, F. (2022). Events as a means to foster knowledge-driven urban development: Experience from the new district development in Nanjing. Frontiers of Architectural Re- search, Volume 11, Issue 5, Pages 815-829, https://doi.org/10.1016/j.foar.2022.02.004
Yolal, M., Gursoy, D., Uysal, M., Kim, H. L., & Karacaoğlu, S. (2016). Impacts of festivals and events on residents’ well-being. Annals of tourism research, 61, 1-18. https://doi. org/10.1016/j.annals.2016.07.008
Keywords: Cultural events; European capital of culture; Residents’ perspective; Novi Sad
REFERENCES
Anholt, S. (2008). Place branding: Is it marketing, or isn’t it?. Place Branding and Public Diplo- macy 4, 1–6, https://doi.org/10.1057/palgrave.pb.6000088
Ashworth, G. J., & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. Belhaven Press.
Baum, T., & Hagen, L. (1999). Responses to Seasonality: The Experiences of Peripheral Desti- nations. International Journal of Tourism Research, 1(5), 299–312. https://doi.org/10.1002/ (SICI)1522-1970(199909/10)1:5%3C299::AID-JTR198%3E3.0.CO;2-L
Besculides, A., Lee, M. E., & McCormick, P. J. (2002). Residents' perceptions of the cultur- al benefits of tourism. Annals of tourism research, 29(2), 303-319, https://doi.org/10.1016/ s0160-7383(01)00066-4
Blešić, I., Pivac, T., Djordjević, J., Stamenković, I., & Janićević, S. (2014a). Cultural Events as Part of Cultural Tourism Development. Case Study: Sombor and Apatin (Serbia). Acta ge- ographica Slovenica, 54(2), 381–390. http://dx.doi.org/10.3986/AGS54406
Blešić, I., Pivac, T., Stamenković, I., Besermenji, S., & Marković, S. (2014b). Investigation of Visitor Motivation of the Exit Music Festival (The Republic of Serbia). Revista de turism - studii si cercetari in turism, 18, 8–15. Retrieved from http://revistadeturism.ro/rdt/article/ view/145
Deffner, Α., & Labrianidis, L. (2005). Planning Culture and Time in a Mega-event: Thessalon- iki as the European City of Culture in 1997. International Planning Studies, Vol.10, No. 3-4, pp. 241-264. https://doi.org/10.1080/13563470500378556
Derrett, R. (2005). Why do regional community cultural festivals survive?, e Publications @ SCU, Southern Cross University
Fytopoulou, E., Tampakis, S., Galatsidas, S., Karasmanaki, E., & Tsantopoulos, G. (2021). The role of events in local development: An analysis of residents’ perspectives and visitor sat- isfaction. Journal of Rural Studies, 82, 54-63, https://doi.org/10.1016/j.jrurstud.2021.01.018 Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management,
29(3): 403-428. https://doi.org/10.1016/j.tourman.2007.07.017
Getz, D., & Page, S. (2016). Progress and prospects for event tourism research. Tourism Man- agement, 52, 593-631. https://doi.org/10.1016/j.tourman.2015.03.007
Gomez, M., & Molina, A. (2012). Wine Tourism in Spain: Denomination of Origin Effects on Brand Equity, International Journal of Tourism Research, 14(4), pp. 353-368. http://dx.doi. org/10.1002/jtr.868
Gursoy, D., & Kendall, K. W. (2006). Hosting mega events. Annals of Tourism Research, 33(3), 603-623. https://doi.org/10.1016/j.annals.2006.01.005
Hadžić, O., Nedeljković Knežević, M., & Pivac, T. (2018). Menadžment održivog razvoja kul- turnog turizma-stejkholderski pristup [Management of the sustainable development of cultural tourism – stakeholder approach]. Novi Sad, Serbia: University of Novi Sad, Facul- ty of Sciences, Department of Geography, Tourism and Hotel Management.
Hudson, S., & Brent, R. (2009). Branding a memorable destination experience. The case of ‘Brand Canada’, International Journal of Tourism Research 11, 217–228, https://doi. org/10.1002/jtr.720
Költringer, C., & Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 68(9), 1836-1843. 1836-1843. https://doi.org/10.1016/j.jbusres.2015.01.011
Kuci, A. (2021). Building Destination Image Through Events: The Impact of events on city im- age. Balkan and Near Eastern Journal of Social Sciences 7 (3), 84-88
Laing, J. (2018). Festival and event tourism research: Current and future perspectives. Tourism Management Perspectives 25, 165–168. https://doi.org/10.1016/J.TMP.2017.11.024
Liang, Y., Illum, S. F., & Cole, S. T. (2008). Benefits Received and Behavioural Intentions of Festival Visitors in Relation to Distance Travelled and Their Origins. International Jour- nal of Event Management Research, 4(1), 12–23, Retrieved from http://citeseerx.ist.psu. edu/viewdoc/summary?doi=10.1.1.558.6589
Lill, G. (2015). The impacts of events on local community. Case: City of Tallinn. [Unpublished Master thesis dissertation]. Aalborg.
Novi Sad. (2022a). Aplication form, Novi Sad 2021, https://novisad2022.rs/en/documents/ Novi Sad. (2022b). https://novisad2022.rs
Oklobdžija, S. (2015). The Role of Events in Tourism Development. BizInfo Journal, 6(2), 83- 97, https://doi.org/10.5937/BIZINFO1502083O
Papanikolaou, P. (2012). The European Capital of Culture: The Challenge for Urban Regenera- tion and Its Impact on the Cities. International Journal of Humanities and Social Science, Vol. 2 No. 17; pp. 268-273.
Pivac, T., Blešić, I., Kovačić, S., Besermenji, S., & Lesjak, M. (2019). Visitors’ Satisfaction, Perceived Quality, And Behavioral Intentions: The Case Study Of Exit Festival. Jour- nal of the Geographical Institute “Jovan Cvijić” SASA, Vol 69, No 2, 123-134, https://doi. org/10.2298/IJGI1902123P
Pivac, T., Vujičić, M., & Božić, S. (2016). Promotion of Cultural Heritage in the European Cap- ital of Culture Project. Case Study of Porto and Rotterdam, and Lille and Genoa, Pro- ceedings of the Third International Conference Preservation and Improvement of Historic Towns, Sremski Karlovci, 12-13. May 2016., 425-444
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: integrating the con- cepts of the branding and destination image. Tourism Management, 32(3), 465-476. https:// doi.org/10.1016/j.tourman.2010.03.014
Quinn, B. (2005). Arts Festivals and the City. Urban Studies, 42(5-6), 927-943. https://doi. org/10.1080/00420980500107250
Raj, R., & Vignali, C. (2010). Creating Local Experiences of Cultural Tourism Through Sus- tainable Festivals. European Journal of Tourism, Hospitality and Recreation, 1(1), 51–67. Retrieved from https://iconline.ipleiria.pt/bitstream/10400.8/426/1/7_ejthr_vol1_issue1_ creating_local_experiences.pdf
Richards, G. (2013). Creativity and tourism in the city. Current Issues in Tourism 17(2), https://
doi.org/10.1080/13683500.2013.783794
Richards, G., & King, B. (2022). The experience of cultural festivals: evidence from Hong
Kong. Journal of Policy Research in Tourism, Leisure and Events, https://doi.org/10.1080
/19407963.2022.2033249
Richards, G., & Londoño, M. P. L. (2022). Festival cities and tourism: challenges and prospects. Journal of Policy Research in Tourism, Leisure and Events, https://doi.org/10.1080/19407 963.2022.2087664
Richards, G., & Palmer, R. (2010). Eventful cities - Cultural Management and Urban Revitali- sation. Elsevier
Šagovnović, I., Pivac, T., & Kovačić, I. (2022). Examining antecedents of residents’ support for the European Capital of Culture project – event’s sustainability perception, emo- tional solidarity, community attachment and brand trust. International Journal of Event and Festival Management, Volume 13, Issue 2, pp. 182-202, https://doi.org/10.1108/ IJEFM-02-2021-0009
Selkani, I. (2019). The Impact of the Festival on the Image of the City. Annals of Social Sciences and Management Studies 4(2), 55-58, https://doi.org/10.19080/asm.2019.04.555634
Séraphin, H., Platania, M., Spencer, P., & Modica, G. (2018). Events and Tourism Development within a Local Community: The Case of Winchester (UK). Sustainability 10, 3728, http:// dx.doi.org/10.3390/su10103728
Shirkhodai, M., Alizadeh Thani, M., & Amoli Diva, F. (2015). Investigating the effect of des- tination image on satisfaction and behavioral goals in health tourism (Case study: Lavij mineral spa). Quarterly Journal of Tourism Planning and Development, 5(17), 128-145
Sroda-Murawska, S., & Bieganska, J. (2015). The impact of cultural events on city development: the (great?) expectations of a small city. 5th Central European Conference in Regional Sci- ence - CERS, 2014, 941–950. https://www.researchgate.net/publication/284719781_The_ Impact_of_Cultural_Events_on_City _Development_the_Great_Expectations_of_a_ Small_City
Turistički svet. (2016). Najveće turističke manifestacije u Srbiji zaradile 30 miliona evra, Re- trived March 11, 2023, from https://www.turistickisvet.com/vesti/turizam/najvece-turis- ticke-manifestacije-u-srbiji-zaradile-30-miliona-evra.html
Van der Steen, T., & Richards, G. (2021). Factors affecting resident support for a hallmark cul- tural event: the 2018 European Capital of Culture in Valletta, Malta. Journal of Policy Re- search in Tourism, Leisure and Events, 13(1), 107-123, https://doi.org/10.1080/19407963.2 019.1696352
Van Niekerk, M. (2016). Community perceptions on the impacts of art festivals and its impact on overall quality of life: A case study of the Innibos National Art Festival, South Africa. In Focus on World Festivals: Contemporary Case Studies and Perspectives; Newbold, C., Jordan, J., Eds.; Goodfellow Publishers Limited: Woodeaton, UK, p. 333.
Viskadouraki, I. (2016). Analysis of the Economic, Social and Tourism Impact of Cultural Fes- tivals in the Local Economy. Bachelor thesis, Department of Business Administration, School of Management and Economics, Technological Educational Institute of Crete, Her- aklion, Greece. http://hdl.handle.net/11713/8030
Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.). (2004). Festival and Events Management: An International Arts and Culture Perspective; Elsevier Butterworth-Heinemann: Oxford, UK
Yi, X., & Zhai, F. (2022). Events as a means to foster knowledge-driven urban development: Experience from the new district development in Nanjing. Frontiers of Architectural Re- search, Volume 11, Issue 5, Pages 815-829, https://doi.org/10.1016/j.foar.2022.02.004
Yolal, M., Gursoy, D., Uysal, M., Kim, H. L., & Karacaoğlu, S. (2016). Impacts of festivals and events on residents’ well-being. Annals of tourism research, 61, 1-18. https://doi. org/10.1016/j.annals.2016.07.008
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