Branding Places through Culture and Tourism

Abstract

The main purpose of this paper is to expand the possibilities for linking local urban development and educational process in the field of creative use of culture and tourism in relation to the place branding. Therefore, the chapter presents a model of cooperation between municipalities and higher education institutions in addressing important issues for local development. The research was conducted through the cooperation between the City of Smederevo and the University of Belgrade - Faculty of Architecture, realised during the spring semester of the school year 2017/18 on the Master Project at the Master Integrated Urbanism Programme. A specific aspect of cultural tourism resulted in the development of different research topics, mentored through two lines of reasoning. One line investigated how new concepts of cultural tourism can be employed in using local values as a key element of place branding strategy and the second line explored the means of better management and activation of already appreciated assets of the city. New possibilities and successful case studies of the creative use of cultural heritage were examined at the same time. The research indicates the importance of cultural innovation and creative projects for the extension of cultural and tourist offer of the city of Smederevo as well as for the enabling conditions for conception and successful implementation of place branding strategies. Creative exploration of cultural tourism can hold a nucleus for improving the quality of life in physical, social and economic terms for residents and tourists.