Multidimensional value creation through cultural programmes? Challenges for Veszprém-Balaton ECoC 2023

This research aims to enrich the international debate on cultural programmes by investigating the challenges the European Capital of Culture (ECoC) faces when promoting the long-term cultural and social development of cities and the innovation of their cultural offer. Focusing on the case of Veszprém-Balaton, ECoC in 2023, the field research investigates: the main weaknesses of the urban cultural policy and management; if and how the cultural sector is currently contributing to the quality of life and sustainable tourism development; expected innovations that ECoC could and should trigger to bring culture to people and widen its understanding over the long term. Taking into account the increasing scientific literature devoted to value creation, the paper focuses on the role of community engagement and networking in the cultural and tourism sector for promoting long-term development. The literature review allowed us to build a conceptual framework that guided and structured the analysis of the case study. The research findings reveal the need to improve the levels of involvement and networking and highlight the role of process innovations in addition to product innovations, for ensuring long-term sustainable development. The results also provide policy and managerial implications for cities entering into cultural programmes.