IDENTIFIKACIJA POTENCIJALA KULTURNIH I KREATIVNIH GRADOVA: STUDIJA SLUČAJA GRADA VARAŽDINA

Modern society is based on intellectual capital, and creativity is the key to competitiveness, which is why cultural and creative industries are projected to grow rapidly in the future, and they are included in development strategies. Since regions, nations and cities have different models of representation and measurement of cultural and creative industries due to their own specifics, the aim of this paper is a comparison of mapping cultural and creative industries. Through an analysis of previous studies in the field of creative and cultural industries within cities, this paper identifies several different approaches to mapping the industry. This study also categorizes European countries based on the analysis of the latest edition of The Cultural and Creative Cities Monitor by the European Commission, and by the existence of clusters and support networks for cultural and creative entrepreneurs. As a baroque city, with a tradition of cultural and creative industries, the city of Varaždin, Croatia is selected for a deeper analysis of creative and cultural potential.Suvremeno društvo temelji se na intelektualnom kapitalu, a kreativnost je ključna za konkurentnost, zbog čega se kulturnoj i kreativnoj industriji u budućnosti predviđa brzi rast i uključuje ih se u razvojne strategije. Budući da regije, narodi i gradovi imaju različite modele reprezentacije i mjerenja kulturne i kreativne industrije zbog vlastitih specifičnosti, cilj ovog rada je usporedba mapiranja kulturnih i kreativnih industrija. Analizom prethodnih studija u području kreativne i kulturne industrije unutar gradova, ovaj rad identificira nekoliko različitih pristupa mapiranju industrije. Ova studija također kategorizira europske zemlje na temelju analize najnovijeg izdanja Monitora kulturnih i kreativnih gradova Europske komisije i na osnovi uključenosti u klastere i mreže za podršku poduzetnicima u kulturnim i kreativnim industrijama. Kao barokni grad s tradicijom kulturne i kreativne industrije grad Varaždin iz Hrvatske odabran je za dublju analizu kreativnog i kulturnog potencijala