Sustainable tourism in Breda: a strategy analysis of attracting the creative city lover
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2024-08-09
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en
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This thesis analyses the strategy of Breda Marketing (BM) and its partners to attract the Creative City Lover (CCL), a postmodern tourist who seeks authentic and unique cultural experiences. Breda, a city with a rich history and vibrant culture, aims to position itself as a destination that aligns with the preferences and values of the CCL. The CCL is characterised by a desire for genuine, off-the-beaten-path encounters that emphasise local culture and creativity. Alongside three main ambitions that Breda has set: Green, Borderless, and Hospitable, it aims to become a sustainable, creative/innovative, and inclusive city. This thesis argues that the consumer behaviour of the CCL resonates with Breda’s ambitions. Through a mix of stakeholder interviews, policy document analysis, and existing academic research, this thesis explores how Breda’s tourism strategy targets the CCL and how this shows potential impact on Breda’s residents. A SWOT analysis indicates that there are opportunities for inclusivity and economic growth, as well as multiple challenges regarding the risk of commodifying authenticity and worsening social segregation in Breda. This thesis emphasises the importance of inclusive co-creation processes, ensuring that Breda’s strategies represent all residents of Breda, ensuring sustainable urban development.
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Faculteit der Managementwetenschappen