РОЛИ И ТРАНСФОРМАЦИИ НА ПРАЗНИЦИТЕ В БРАНДИНГА НА ГРАДОВЕТЕ

Abstract

The article examines certain roles and meanings of holidays in the scale of city branding. The emphasis in the content is the formulation of the transformation of established models of celebration under the influence of the regularities of the tourism market in the conditions of the hyperconsumers' society. The study is based on the concepts of Jean-Noel Cappèrer and Simon Anholt for brand and branding and Gilles Lipovetsky's theory of hypermodern times.