Munich Personal RePEc Archive The cultural and tourist policy dimension in city marketing: the case of the olympic municipality of Nea Ionia, Magnesia, Greece Deffner, Alex and Metaxas, Theodore U. of Thessaly, Department of Planning and Regional Development June 2008 Online at https://mpra.ub.uni-muenchen.de/41001/ MPRA Paper No. 41001, posted 03 Sep 2012 14:18 UTC Discussion Paper Series, 14(18): 321-342 The Cultural and Tourist Policy Dimension in City Marketing: The Case of the Olympic Municipality of Nea Ionia, Magnesia, Greece Alex Deffner Associate Professor of Urban and Leisure Planning Department of Planning and Regional Development School of Engineering, University of Thessaly, Pedion Areos, Volos 383 34, Greece Email:
[email protected] Theodore Metaxas Adjunct Lecturer Department of Planning and Regional Development School of Engineering, University of Thessaly, Pedion Areos, Volos 383 34, Greece Email:
[email protected] Abstract Culture and tourism have been used extensively in a variety of initiatives that concern urban regeneration, by using particular promotional strategies and tactics in the context of city marketing. The contribution of culture and tourism must be related to the conformance and implementation of urban policy actions, the focus on the satisfaction of the needs and demands of the potential target markets, the enforcement and promotion of the urban cultural identity and image, the contribution of citizens to achieving a better quality of life, and the construction of a city’s competitive advantage in order to attract tourists, inhabitants and investors. This paper investigates the cultural and tourist policy dimension in city marketing, using as a study area the Olympic Municipality of Nea Ionia in the Prefecture of Magnesia in Greece.