EUROPEAN HERITAGE CONSUMERS AND THEIR INVOLVEMENT: A CULTURAL MARKETING PERSPECTIVE

Călin Vegheș – Bucharest University of Economic Studies, 41 Dacia Blvd., Sector 1, București, Romania

DOI: https://doi.org/10.31410/ERAZ.2019.379

5th International Conference – ERAZ 2019 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, Budapest – Hungary, May 23, 2019, CONFERENCE PROCEEDINGS

Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia;

ISBN 978-86-80194-20-2, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.2019

Abstract

Cultural heritage involvement and participation in the European Union are fairly modest:
lack of interest, cost and lack of time are the main reasons, but the absence of a marketing vision also
contributes to this overall limited cultural experience.
Paper defines the heritage involvement under a cultural marketing perspective, based on the inclination
to discover, explore, experience and enjoy, and advances a corresponding classification of the heritage
consumers, at the level of the European Union, using data from the dedicated Special Eurobarometer
of the European Commission.

Key words

Cultural experience, heritage involvement, cultural marketing, European Union.

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