CULTURAL PARTICIPATION AND TOURISTIC VALORISATION OF
THE LOCAL CULTURAL HERITAGE

Lucian Marina, University of Alba Iulia, Romania

ABSTRACT: Cultural participation has been examined by most studies as a consequence of a
complex of socio-demographic factors and less of attitudinal ones. This paper investigates the link
between participation in cultural events and attitudes towards cultural and historical heritage
within the context of a process of urban regeneration and development of cultural marketing
activities. Examining data from two surveys conducted on the same urban population during two
consecutive years, we find a significant association between participation in cultural events and
several socio-demographic factors, including education and age. We will use several logistic
regression models to see the combined influence of socio-demographic factors and the attitude
factors towards participation in cultural events. The survey results provide empirical support for
the existence of a strong relationship between participation in cultural events and a positive
attitude towards the proposals for cultural or tourism valorisation of the regenerated urban
spaces.

Keywords: touristic offer, cultural marketing, urban regeneration, cultural participation

JEL Codes: M31, L83