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In the current globalization of the market, the vast majority of the society has changed its worldview under the current conditions for development of socioeconomic relations. It became clear that a new economic era is coming, and the post-industrial transition contains powerful challenges. Cities began to lose their traditional production functions, and there was a need to create their new competitive advantages in the changed conditions. One of the modern directions that allow solving this problem is “city marketing”. The article is aimed at researching the essence of city marketing on the basis of studying its historical and cultural heritage, as well as determining how historical and cultural heritage affects the city’s economic development. The leading approach to this research is the interpretative approach to the development and use of historical and cultural heritage in the city’s marketing activity. The main results of the article are: definition of the role of city marketing while creating a positive image of the city; perspective directions for the development of the city’s marketing activity, the use of which is necessary for the development of marketing strategy; directions for the development of cities’ potential in the Volga Federal District of the Russian Federation (using the example of Samara and Saratov) while disclosing their unique features. The materials of the article can be useful in forming a marketing strategy for the city development, as well as improving the efficiency of the management system of municipalities.
Investment Attractiveness, Historical and Cultural Heritage, City Marketing, Economic potential
The field of culture, which was previously regarded as an intangible sphere, developing according to its own specific laws, has recently become the object of both scientific study and economic interest. Culture is increasingly seen as a development engine and a means of supporting economic growth. The sphere of culture can create sources of income through tourism, crafts, historical and cultural heritage, contributing to the region’s sustainable development and the country as a whole. In developed countries, the field of culture is now of great economic importance in terms of increasing employment and distribution of income generated, and for developing countries, the sphere of culture can be considered as an area for potential breakthrough and improvement of living standards. To improve the urban environment, it is necessary to create favorable conditions for attracting investments and developing tourism. To this end, in our opinion, one of the most important components, like the city identity, should be used, so that when you are visiting the city, you get a feeling of its uniqueness and peculiarities, that is, a special “sense of the city”. At the heart of the motivation for visiting urban places and attractions should be laid the need to get acquainted with the unique urban environment, due to the history and traditions of the place. In European countries, historical and cultural heritage objects, as well as cultural events taking place in the city, are necessary conditions for the development and successful functioning of the city. Many cities in Europe have made houses in the style of “Art Nouveau”, and they are proud of them since they are unique.
Studying historical and cultural heritage of the city and its accounting in the process of further improving the city’s marketing activity are indispensable attributes for the development and subsequent transformation into innovations. Changing views, some aspects disappear, while others, on the contrary, are renewed and modified, others are subject to further transformation and new ones are emerging. Once emerged, they will, as a rule, not disappear, but will appear when the time comes. Change, transformation of cultural meanings in the process of mastering historical and cultural heritage is inevitable. At the same time, one of renewal sources is the past, which “comes to life” in the present. The examples and results of the analysis on using historical and cultural heritage in city marketing in the Volga Federal District of the Russian Federation (using the example of Samara, Saratov) allow concluding that, in modern conditions, the processes of actualization and commercialization of historical and cultural heritage have already been comprehended at the theoretical and methodological level and have been implemented in the practical activities of cultural institutions and business companies, but they are used inadequately for the development and improvement of the city and the quality of life of its inhabitants. Integration of modern architecture and historical buildings should be carried out with special attention and create a unified style of the city. The new architecture in the context of the historical environment is one of the most important strategic components on preserving historical and cultural heritage. Zones of building regulation should determine the possibilities of new construction in the areas of the urban environment development. It is necessary to pursue a comprehensive active policy on preservation of historical and cultural heritage as an integral part of all aspects of urban planning and economic development of city marketing. The materials of the article are of great importance for official representatives of municipalities, regional authorities when developing the marketing strategy of the city, as well as when developing measures aimed at improving the efficiency of the management system of municipalities. Decisions made by the regional authorities in the areas of construction and improvement should be made taking into account the need to preserve historical and cultural heritage of the city.
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