IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY
Nowadays, the research focus is mainly on how tourists perceive the destination image, while the local community, as a very important key actor, is very often neglected in the studies. In light of the fact that Novi Sad has been declared the European Capital of Culture 2021, great attention has b...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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University of Novi Sad
2021-06-01
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| Series: | Turizam |
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| Online Access: | http://www.dgt.uns.ac.rs/dokumentacija/turizam/arhiva/vol_2502_4.pdf |
| _version_ | 1828938348185518080 |
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| author | Sanja Kovačić Miroslav D. Vujičić Jovana Čikić Ivana Šagovnović Uglješa Stankov Tamara Zelenović Vasiljević |
| author_facet | Sanja Kovačić Miroslav D. Vujičić Jovana Čikić Ivana Šagovnović Uglješa Stankov Tamara Zelenović Vasiljević |
| author_sort | Sanja Kovačić |
| collection | DOAJ |
| description | Nowadays, the research focus is mainly on how tourists perceive the destination image, while
the local community, as a very important key actor, is very often neglected in the studies. In
light of the fact that Novi Sad has been declared the European Capital of Culture 2021, great
attention has been placed on the local community and its perception of the European Capital
of Culture (ECoC) influence on all aspects of the city’s life, including city image. In this regard,
during April and May 2018, a survey of residents of Novi Sad was conducted to explore their
perception of the city’s image - cognitive, affective, and overall. Moreover, the paper is focused
on identifying the differences in the image perception on the basis of the respondents’ socio-demographic characteristics.In this study, which is the beginning of a longitudinal study aiming
to follow the influence of the ECoC project on the city image, a total of 797 respondents participated. The results of the research on the cognitive image indicate that the local community mostly agrees with the claims that Novi Sad is a pleasant place to live in, that it has a good
gastronomic offer, is an attractive place for education, and that people are kind and hospitable. On the other hand, the smallest degree of agreement is observed with claims which refer
to the living standard in the city. When it comes to tourism and culture, significant differences are observed between individual attributes. Also, research on the affective image shows that
the city is perceived as relaxing, pleasant, exciting, and lively.The paper also shows that residents sociodemographic characteristics (age, education, monthly income, employment status)
influence the image perception. |
| first_indexed | 2024-12-14T02:39:49Z |
| format | Article |
| id | doaj.art-bc74707ed6ee4c33ab6f8c0f4f75ed6f |
| institution | Directory Open Access Journal |
| issn | 1450-6661 1821-1127 |
| language | English |
| last_indexed | 2024-12-14T02:39:49Z |
| publishDate | 2021-06-01 |
| publisher | University of Novi Sad |
| record_format | Article |
| series | Turizam |
| spelling | doaj.art-bc74707ed6ee4c33ab6f8c0f4f75ed6f2022-12-21T23:20:02ZengUniversity of Novi SadTurizam1450-66611821-11272021-06-012529610910.5937/turizam25-27480IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITYSanja Kovačić0Miroslav D. Vujičić1Jovana Čikić2Ivana Šagovnović3Uglješa Stankov4Tamara Zelenović Vasiljević5Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi SadDepartment of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi SadDepartment of Sociology, Faculty o Philosophy, University of Novi Sad, Novi SadDepartment of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi SadDepartment of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi SadFoundation “Novi Sad 2021 - European Capital of Culture”,Novi SadNowadays, the research focus is mainly on how tourists perceive the destination image, while the local community, as a very important key actor, is very often neglected in the studies. In light of the fact that Novi Sad has been declared the European Capital of Culture 2021, great attention has been placed on the local community and its perception of the European Capital of Culture (ECoC) influence on all aspects of the city’s life, including city image. In this regard, during April and May 2018, a survey of residents of Novi Sad was conducted to explore their perception of the city’s image - cognitive, affective, and overall. Moreover, the paper is focused on identifying the differences in the image perception on the basis of the respondents’ socio-demographic characteristics.In this study, which is the beginning of a longitudinal study aiming to follow the influence of the ECoC project on the city image, a total of 797 respondents participated. The results of the research on the cognitive image indicate that the local community mostly agrees with the claims that Novi Sad is a pleasant place to live in, that it has a good gastronomic offer, is an attractive place for education, and that people are kind and hospitable. On the other hand, the smallest degree of agreement is observed with claims which refer to the living standard in the city. When it comes to tourism and culture, significant differences are observed between individual attributes. Also, research on the affective image shows that the city is perceived as relaxing, pleasant, exciting, and lively.The paper also shows that residents sociodemographic characteristics (age, education, monthly income, employment status) influence the image perception.http://www.dgt.uns.ac.rs/dokumentacija/turizam/arhiva/vol_2502_4.pdfimage perceptionlocal communityeuropean capital of culturenovi sad |
| spellingShingle | Sanja Kovačić Miroslav D. Vujičić Jovana Čikić Ivana Šagovnović Uglješa Stankov Tamara Zelenović Vasiljević IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY Turizam image perception local community european capital of culture novi sad |
| title | IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY |
| title_full | IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY |
| title_fullStr | IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY |
| title_full_unstemmed | IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY |
| title_short | IMPACT OF THE EUROPEAN CAPITAL OF CULTURE PROJECT ON THE IMAGE OF THE CITY OF NOVI SAD – THE PERCEPTION OF THE LOCAL COMMUNITY |
| title_sort | impact of the european capital of culture project on the image of the city of novi sad the perception of the local community |
| topic | image perception local community european capital of culture novi sad |
| url | http://www.dgt.uns.ac.rs/dokumentacija/turizam/arhiva/vol_2502_4.pdf |
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