ESPLORARE LA PROSPETTIVA DEL “CITY BRANDING” NEL UNESCO CREATIVE CITIES NETWORK: IL CASO DI STUDIO DEL SOTTOGRUPPO DELLA GASTRONOMIA

A growing number of cities have joined creative city networks in the last decade. Through such networks, cities are attempting to transform their creative sectors and become more attractive in terms of tourism and skilled labour. This study investigated the UNESCO Creative City Network (UCCN), and more specifically, its sub-category of gastronomy. The study was of an exploratory character and aimed at contributing to research on city branding from a UCCN perspective. The methodological approach was qualitative and included interviews along with document reviews of official materials (e.g., websites) from member cities. Study results point towards several branding related benefits from UCCN membership such as (i) greater recognition, (ii) increased tourism, (iii) new investment along with the establishment of more creative businesses. Study participants also reported negative consequences such as increased levels of administration and bureaucracy associated with UCCN participation