Többdimenziós kulturális értékteremtés a Veszprém-Balaton2023 Európa Kulturális Fôvárosa projekt tükrében

THE AIM OF THE PAPER The study aims to discuss the characteristics of cultural value creation in relation to the Veszprém-Balaton 2023 European Capital of Culture project. The analysis is based on the five pillars of multidimensional value creation focusing on the cultural organisations operating, along the following research questions: 1) How can the cultural sphere contribute to the sustainable development of the city and the Balaton region?; 2) What are the weaknesses of the cultural policy and management in Veszprém that could be improved?; 3) What are the expected outcomes of the ECoC project that could foster community involvement in culture and cultural consumption? The study focuses on the role of community involvement and networking in the cultural and tourism sectors that could contribute to the long term cultural, social and economic development of the region. METHODOLOGY The framework of the research was established based on a literature review on value creation. The assessment of the five pillars of value creation involved the analysis of strategic documents and key informant interviews. Structured interviews were conducted in September and October 2019, with the involvement of the cultural institutions and tourism organisations of Veszprém and the Balaton region. During the selection of the interviewees a key aspect was to cover a wide range of areas of culture, so the representatives of nine cultural institutions (ranging from culture centre, library, theatre, museum to art gallery), and those of the Veszprém and the regional tourism destination management organisations were interviewed. MOST IMPORTANT RESULTS Research results demonstrate various levels of involvement and networking, and suggest relevant innovations that could be implemented to achieve long term sustainable development. RECOMMENDATIONS The results also contain management suggestions for further settlements joining the cultural programmes. The operation and renewal of the value creating mechanisms need re-thinking.