Mater thesis : "Cultural activities as a location factor for the attractiveness of the living region Ostbelgien : analysis of the effectiveness."

Abstract

The region of Ostbelgien has had a location marketing programme since 2015. This is primarily intended to attract skilled workers and to embody the region to the outside world as a liveable region. Due to its chequered history in a border region, the cultural activities in this area are particularly strong for a rural area. The aim of this work is to measure how these cultural activities can contribute to the quality of life, but also to the external image of the region.

This research fits into a growing global interest in cultural and creative industries and related to this in more and more precise and comprehensive measurements. The positive impact on regional development is becoming increasingly clear. This paper presents some current measurement tools for assessing cultural activities (UNESCO, OECD, EU, UN, ...) and managing the goals set (Balanced Scorecard, Skandia Navigator, ...).

After a look at the current evaluation and research of the Cultural and Creative Industries (CCI) in Ostbelgien, a steering element for cultural activities in this region is created. This contains 5 Key Performance Indicators (KPIs) that steer sustainable qualitative cultural work.

The results of this measurement tool show that besides the quantitative measurements, especially the qualitative measurements should be improved. And in order for cultural activities to market Ostbelgien as a location even better, the quantitative criteria should include more external representation (number of visitors attracted, export of cultural goods, ...). This assessment also shows the need for improvements in cultural education, talent development and feedback culture.

In summary, on the one hand Ostbelgien has the potential to become a model region for cultural activities in rural areas, but on the other hand location marketing currently lacks an evaluation basis and a strong commitment to these cultural activities.