The city, its image and heritage values in the formation of the tourist product

Abstract

The objective of this article is to assess the interrelation between the city image, the city brand and the cultural heritage, with new marketing strategies, in the creation of a tourist product, or the revitalization of an existing one, taking as central element of the city and its potential and attractions. The topic is increasingly being analyzed in publications and studies from different areas of science, culture and economics. The author maintains the significance of the potential of cultural heritage, to establish and consolidate a city image and with it a brand that constitutes a guideline for managing tourist activity and with-it local development in a sustainable manner.