The Dynamic Synergy in Communication and Tourism Development Is Calling the City of Katerini, Greece

Abstract

In an era that is characterized by the globalization, the digital communication and the economic crisis, modern cities are called upon to survive from the intensified competition between them. In this context, the local culture is at the focal point of the development planning and promotion of the modern city, as it gives the advantage of recognizability and it is regarded as an important comparative advantage. The aim of this research is to examine whether there is a comparative cultural advantage for the town of Katerini, Greece. In particular, the following aspects are being examined: (a) how the Organization for Education, Culture, Sport and Welfare of the Municipality of Katerini (OPPAP) organized, managed and communicated the artistic sculpture exhibition of Kalevras in a modern competitive environment, (b) the impact of the exhibition on the public, and (c) the interest of both sides, namely, OPPAP and the public, in giving it a boost through actions of support and making a good use of its prospects thereby increasing the number of visits. Although this is a case study and generalizations cannot be made which is a limitation of the research, this paper extends our knowledge in regard to how a sculpture exhibition can be incorporated in the city branding useful for cultural managers.