“MATERA 2019”: IMPATTI ECONOMICI DEL CITY BRANDING

In 2019 Matera played the role of European Capital of Culture. A preliminary analysis of the economic benefits that the title of European Capital of Culture has conferred to Matera as brand is carried out in this contribution. In this sense, the Contingent Valuation Method is, as is known, the tool commonly used to evaluate the economic impacts and value of cultural events or initiatives. With the aim to assessment the "Matera 2019" city branding, the implementation of the Contingent Valuation has made it possible to quantify the annual cash flow deriving from potential direct and indirect users of cultural events and territorial enhancement interventions asso-ciated with European Capital of Culture initiatives.