Abstract
In the era of the global economy and more expressed need for obtaining a competitive advantage, strong brands and the branding process itself gain importance, which is why brand management principles are being applied even to geographical areas and destinations. Events and represent an important element of brand destination, i.e. of cities worldwide, whereas in strategic documents related to the tourism both of the Republic of Serbia and of the of Novi Sad, they are recognised as priority tourist products. The topic of this research is the analysis of importance of for the city of festivals i.e. Novi Sad, but from the point of view of population that had little attention of researchers – millennials. Millennials, i.e. those born in the 1990's, are the largest generation humankind ever had and their attitudes are dominating on the market. The research conducted in May 2018 on a sample of 102 students in Novi Sad has shown absolute domination of Exit festival in all aspects, but also some other interesting characteristics of Novi Sad brand.
Highlights
The city of Novi Sad has been pronounced the Europan Capital of Culture 2021
This research has proven that events definitely are considered as one of the marks of Novi Sad in the eyes of the most growing population – millennials
There are slight differences, we can say that a brand of Novi Sad is consistently positioned so that both residents and tourists, and both millennials and other generations, have the same or quite similar perception of what makes city‘s identity and its value as a brand
Summary
The city of Novi Sad has been pronounced the Europan Capital of Culture 2021. It is the first time, since 1985 when this project started, that a city from the Balkans i.e. from exYugoslavia has been designated as a capital (and only 4th time for the city outside Europan Union). This project started in 1985 when ministers of culture of Greece, Melina Mercouri, and of France, Jack Lang, came up with an idea to establish institution of European capital of culture, which would be announced each year, with the intention to connect people of Europe and to increase awareness of common history and values It became one of the most important events in Europe, and the chosen cities have each year become role models of richness and diversified cultural heritage of Europe (Novi Sad 2021, 2018). The aim of this research is to explore millennials‘ perspective on whether, and how, events contribute to the image of Novi Sad, as numerous events tend to be one of the most distinguished characteristics of Novi Sad‘s image (Grad Novi Sad, 2018)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
