Leiden University Student Repository

Lam, Marinda (2022)

De Neder-Germaanse Limes als werelderfgoed en de toegevoegde waarde voor de gemeentelijke city marketing

Bachelor thesis | Archeologie (BA)

This thesis looks at the Limes in the Netherlands. The Limes is the northern border of the Roman empire and is world heritage in twelve municipalities in the Netherlands since July 2021 (Rijksdienst voor Cultureel Erfgoed, 2021). Nineteen sites from the Roman period in the provinces Gelderland, Utrecht and Zuid-Holland (Provincie Utrecht, 2019), are now world heritage. For this thesis the websites of the twelve municipalities are examined and a content analysis is made. The main question of this thesis is: “What is the added value of world heritage for the Dutch Limes-municipalities for their city marketing?”. City marketing is a long-term process consisting of different but intertwined activities aimed at attracting or keeping certain target groups (Lombarts, 2008, p. 15). This research provides new insights about how municipalities use world heritage for their city marketing. The conclusion can be made that world heritage isn’t mentioned on any of the main pages of the Limes...Show moreThis thesis looks at the Limes in the Netherlands. The Limes is the northern border of the Roman empire and is world heritage in twelve municipalities in the Netherlands since July 2021 (Rijksdienst voor Cultureel Erfgoed, 2021). Nineteen sites from the Roman period in the provinces Gelderland, Utrecht and Zuid-Holland (Provincie Utrecht, 2019), are now world heritage. For this thesis the websites of the twelve municipalities are examined and a content analysis is made. The main question of this thesis is: “What is the added value of world heritage for the Dutch Limes-municipalities for their city marketing?”. City marketing is a long-term process consisting of different but intertwined activities aimed at attracting or keeping certain target groups (Lombarts, 2008, p. 15). This research provides new insights about how municipalities use world heritage for their city marketing. The conclusion can be made that world heritage isn’t mentioned on any of the main pages of the Limes-municipalities websites. The results show that the municipalities Leidschendam-Voorburg, Bunnik and Arnhem do not use world heritage for their city marketing. The other municipalities Leiden, Katwijk, Voorschoten, Woerden, Utrecht, Zevenaar, Nijmegen, Berg en Dal and Overbetuwe do use the world heritage for their city marketing. Values that are often ascribed to the world heritage sites are historical, economic and social values. The Limes-municipalities use the world heritage for their city marketing by emphasising the importance of the world heritage, by promoting activities that are designed for the world heritage sites and by informing and exciting the target audiences about the world heritage. The main target groups for the content about world heritage on the websites of the Limes-municipalities are visitors and the city inhabitants (especially the grownups and the elderly). These audiences are often targeted through public outreach activities. The added value of world heritage is that a municipality now has something unique. This can be used to promote the city by emphasizing the universal value of the site, this is however hardly done by the Limes-municipalities. There is much to gain for the Limes-municipalities if they incorporate the world heritage more in their city marketing.Show less

City marketing

Werelderfgoed

De Limes

Inhoudsanalyse

Author

Lam, Marinda

Faculty

Faculty of Archaeology

Supervisors

Dries, M.H. van den

ECTS Credits

10

Language

nl