Challenges in promoting cities through culture within the new global economy

Abstract

The deindustrialization period observed in the cities of North America, United Kingdom and Europe has led to changes in city economies. Urban industry was replaced by service sectors like marketing, finance and communication in this period. The new circumstances not only have changed the urban economy, but also images of the cities. The new image has raised the urban regeneration projects in partnership with municipalities and private organizations. The local governments and the private sectors have handled culture as a power to regenerate the images of cities. City branding based on culture is encouraged mostly by tourism. In this chapter, the role of culture in the city promoting strategies is evaluated through the analysis of cases. The stakeholders' approaches to the culture in the context of city branding strategies are handled and the challenges that the stakeholders have to overcome are listed.