Sustainability and Sustainability Marketing in Competing for the Title of European Capital of Culture

Abstract

Background and Purpose: An analysis of the dimension of sustainability in the context of competing for the title of the European Capital of Culture (ECoC) is included in the article. The authors of the research agree that the proper integration of cultural policy into the social system impacts and changes cultural values and beliefs, shifting them towards sustainable behaviour and sustainability. Many authors analyse the interrelation between culture and sustainability, thus defining the role of culture for sustainability. However, few discuss possible approaches or tools, which may offer assistance in the matter of how to reach sustainability in the context of culture.Design/Methodology/Approach: Research is based on the comparative analysis of the applications of the respective cities. The TBL methodology is implemented using the content analysis method as a tool. The outcomes of the content analysis are then used for the elaboration of the qualitative multi-attribute model using the DEX methodology.Results: While analysing bidding documents for the ECoC we: a) define the importance of the marketing plan (described as a comprehensive action) and b) argue that ECoC marketing needs to be turned to “sustainability marketing” as it is described and defined by many authors.Conclusions: The ECoC Commission should consider the importance of culture for sustainable development and, respectively, should evaluate the marketing plan of applicants under the sustainability framework.

The CSR Perception of Front-line Employees of Luxury Fashion Businesses

“…During their visits, the mystery shoppers performed the above described interviews with both a structured (4 questions) and a non-structured part to extract direct indices about the CSR perceptions of front-line employees, and mystery shopping observation to extract indirect indices. Involved front-line employees shared slightly different cultural backgrounds (Czech, Slovak, Russian), which could originally impact their sustainability and CSR perceptions (Burksiene et al, 2018). Since these employees provided the interviewing experts with documents (e.g.…”

“…Properly tailored CSR practices can be cost effective (Osei-Tutu, 2019) only if internal stakeholders know about them, agree upon them and consistently inform others about them in a unified manner (Ikram et al, 2019). Since the sustainability drive is strongly culturally influenced, it is pivotal to reconcile the CSR perception by all internal stakeholders (Burksiene et al, 2018) (Marčeta & Bojnec, 2020).…”

Event and Sustainable Culture-Led Regeneration: Lessons from the 2008 European Capital of Culture, Liverpool

“…As shown in Table 2, cultural accessibility, cultural participation, and perceived benefits of the 2008 ECOC all improved to certain levels. Liverpool's experience reflects the suggestion of Burksiene et al [24] (p. 51): "the integration of the ECOC programme into long-term strategies might foster polycentric spatial development involving peripheral areas". Landry et al [58] also argue that participatory art projects often offer greater flexibility and adaptability to local needs and less costly than capital culture projects.…”

“…In recent years, as a culture's contribution to broader sustainable development has become clearer, there has been a new discussion and reflection on sustainable development. Culture can be seen as a key element of the concept of sustainability and can link different policy areas [24]. The role of culture in sustainability or sustainable development has become a hot topic in some disciplines [1].…”

“…Many researchers have recognised the impact of culture on sustainable development-for example, [24,25,[29][30][31][32]. In recent years, an increasing number of documents have contributed to the dimensions of cultural sustainability.…”