ABSTRACT
Chapter Overview
The evaluation of extent of sustainability in regard to the competing for the position of the European Capital of Culture (ECoC) is emphasized at this research paper, which is one of the most effective projects of all the cultural projects. It is attested that the initiative of the ECoC significantly maximizes and increases economic and social benefits, particularly when the scenarios are embedded as one of the aspects of a long and a durable term culture-focused development initiative and strategy of the surrounding region or the city. The integration of the cultural exercise (activities) programs or initiatives ensures the link between domains (e.g., social sciences, planning, territorial planning, education, culture, tourism, etc.) and assists in building a sustainable connection with the social and economic sectors. Individuals’ act and work on the values, principles, and beliefs they consider and see to be widespread in their culture. Therefore, marketing tends to ensure a significant responsibility in the position competition while there is a necessity in regard to the integration of the ECoC project into major or essential strategic initiative of the region including its necessary marketing. This research paper concentrated on the comparative evaluation of the usage of various regions. The triple bottom line (TBL) technique is executed by applying a content analysis technique. The classical version and aspect of the content evaluation are applied while aggregating major terms (sustainability, marketing, ecology, sustainability marketing) as well as evaluating the context of the application of sustainability marketing and sustainability. The results of the content evaluation are applied for emphasis of qualitative multi-attribute model applying the DEX technique. In analyzing and evaluating the bidding documents of the ECoC, the ECoC commission needs or requires considering the essence of culture for sustainable development; it also needs to assess the marketing strategy of applicants under the sustainability concepts.
