Skip to main content
SpringerLink
Log in

Malaga Versus Picasso: Rebranding a City Through Non-material Heritage

  • Chapter
  • First Online:
Going Beyond

Part of the book series: Heritage Studies ((HEST))

Abstract

The transformation of a historic city into a tourist destination involves the selection of a few elements considered as the most relevant for potential visitors. Focusing on heritage resources, selection can be made on built spaces or non-material assets, and when they are not enough, new attractions can be promoted building on existing references or creating new ones. Malaga was the birthplace of the painter Pablo Picasso; however, the city did not pay attention to this event until cultural tourism was seen as a priority to regenerate the local economic base. From then on, the public administration has implemented a wide range of initiatives to rebrand the city building on references to the painter, not without contestation. The artist has been made present as an integral part of Malaga’s urban landscape through preservation and enhancement of heritage assets related to the painter’s life, creation of a museum dedicated to the artist, promotion of events inspired by Picasso, and all kinds of commercial initiatives. The objective of the contribution is to analyse this case study in order to assess whether introduced or reinterpreted symbols can contribute to social and economic sustainability in social and economic terms and how such a process affects identity. This way, public policies are discussed in relation to heritage enhancement, culture, tourism, urban and strategic planning, and economic initiatives.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Ahmad, Y. (2006). The scope and definitions of heritage: From tangible to intangible. International Journal of Heritage Studies, 12(3), 292–300.

    Article  Google Scholar 

  • Anholt, S. (2007). What is competitive identity? London: Palgrave MacMillan.

    Book  Google Scholar 

  • Ashworth, G. J. (2009). Do tourists destroy the heritage they have come to experience? Tourism Recreation Research, 34(1), 79–83.

    Article  Google Scholar 

  • Ashworth, G. J., & Larkham, P. J. (Eds.). (1994). Building a new heritage. Tourism, culture and identity in the new Europe. London/New York: Routledge.

    Google Scholar 

  • Barrera-Fernández, D. (2013). La tematización de la ciudad en torno a un personaje. El caso de Picasso y Málaga. AGIR - Revista Interdisciplinar de Ciências Sociais e Humanas, 1(5), 8–20.

    Google Scholar 

  • Barrera-Fernández, D. (2015). Schools of thoughts in heritage and tourism management of the historic city. European Journal of Tourism Research, 11, 162–165.

    Google Scholar 

  • Barrera-Fernández, D., Castillo, L. A., & Salomao, E. M. A. (2014). Tourist use of historic cities: Review of international agreements and literature. International Humanities Studies, 1(2), 1–11.

    Google Scholar 

  • Brito, M. (2009). Ciudades históricas como destinos patrimoniales. Una mirada comparada: España y Brasil. Sevilla: Junta de Andalucía, Consejería de Cultura.

    Google Scholar 

  • Brown, P. (2006). In C. Jourdan & K. Tuite (Eds.), Cognitive Anthropology. Pp. 96 – 114 in Language, Culture, and Society: Key Topics in Linguistic Anthropology. New York: Cambridge University Press.

    Google Scholar 

  • Burford, G., Hoover, E., Velasco, I., Janoušková, S., Jimenez, A., Piggot, G., & Harder, M. K. (2013). Bringing the “missing pillar” into sustainable development goals: Towards intersubjective values-based indicators. Sustainability, 5(7), 3035–3059.

    Article  Google Scholar 

  • Cabigon, J. (2008). Cities in globalization. Asia-Pacific Social Science Review, 6(2), 53–72.

    Article  Google Scholar 

  • Dinnie, K. (2011). City branding: Theory and cases. Basingstoke: Palgrave MacMillan.

    Book  Google Scholar 

  • D’Andrade, R. G. (1995). The development of cognitive anthropology. Cambridge: Cambridge University Press.

    Book  Google Scholar 

  • EFE Málaga (2013). El Picasso de Barcelona se creó tras el rechazo de obras en Málaga. Málaga Hoy, 2 August.

    Google Scholar 

  • English Heritage. (2012). Heritage counts, England. Tenth anniversary edition. London: English Heritage.

    Google Scholar 

  • Fainstein, S. S., & Judd, D. R. (1999). Global forces, local strategies and urban tourism. In S. S. Fainstein & D. R. Judd (Eds.), The tourist city. New Haven: Yale University Press.

    Google Scholar 

  • Florida, R. (2005). Cities and the creative class. London: Routledge.

    Google Scholar 

  • Fundación CIEDES. (2004-2014). Málaga economía y sociedad, Anuarios. Malaga: Fundación CIEDES, Unicaja.

    Google Scholar 

  • Goodenough, W. H. (1964). Componential analysis of Konkama Lapp kinship terminology. Explorations in Cultural Anthropology, 221–38.

    Google Scholar 

  • Hanna, S., & Rowley, J. (2008). An analysis of terminology use in place branding. Place branding and public diplomacy, 4(1), 61–75.

    Article  Google Scholar 

  • Hawkes, J. (2001). The fourth pillar of sustainability Culture’s essential role in public planning. Melbourne: Cultural Development Network.

    Google Scholar 

  • Hernández White, R. (2012). Branding sustentable. Revista del Centro de Investigación de la Universidad La Salle, 10(37), 95–99.

    Google Scholar 

  • Kavaratzis, M., & Ashworth, G. J. (2008). Place marketing: How did we get here and where are we going? Journal of Place Management and Development, 1(2), 150–166.

    Article  Google Scholar 

  • Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Boston: Pearson.

    Google Scholar 

  • Laniado vincula el rechazo a Picasso en Málaga con la creación de su museo en Barcelona. 2013, Diario Sur, 2 August. Please find the piece of news here: http://www.diariosur.es/v/20130802/cultura/laniado-vincula-rechazo-picasso-20130802.html

  • Lehner, M., & Halliday, S. V. (2014). Branding sustainability: Opportunity and risk behind a brand-based approach to sustainable markets. Ephemera, 14(1), 13–34.

    Google Scholar 

  • López, AJ. (2015). Picasso, tan cerca, tan lejos. Diario Sur, 23 Nov.

    Google Scholar 

  • López Cuenca, R. (2011). Ciudad Picasso. Presentación de la exposición en la galería Juana de Aizpuru, Madrid, 5 November – 10 December 2011.

    Google Scholar 

  • Malaga City Council. (2001). Plan Especial de Protección y Reforma Interior del Centro entre calles Zegrí y San Agustín. Modificación de elementos y texto refundido.

    Google Scholar 

  • Malaga City Council. (2006). Málaga, metrópli abierta. II Plan Estratégico. Malaga: Fundación CIEDES.

    Google Scholar 

  • Malaga City Council. (2008a). Plan Especial Málaga, Capital de Turismo Urbano y Cultural. Malaga.

    Google Scholar 

  • Malaga City Council. (2010). Análisis de la población en el ámbito del PEPRI Centro.

    Google Scholar 

  • Malaga City Council. (2015). Observatorio Turístico. Developed by Área de Análisis e Inteligencia Turística-Turismo y Planificación Costa del Sol, Malaga.

    Google Scholar 

  • Marín Cots, P. (2012). Aproximación a una evaluación de la recuperación integral del centro histórico 1994–2012. Necesidades actuales de habitabilidad. In Estudio 7, Análisis de la movilidad, accesibilidad y ornamentos del área centro de la ciudad de Málaga.

    Google Scholar 

  • Martín Delgado, R., & Cámara Guezala, I. (2011). El patrimonio histórico en la escena urbana: el Museo Picasso Málaga. In A. Asenjo Díaz et al. (Eds.), Viva la calle, las actuaciones de revitalización del centro histórico de Málaga desde 1994 a 2010. Malaga: Servicio de Programas del Ayuntamiento de Málaga.

    Google Scholar 

  • Martínez, P. (2012). Málaga vincula a la promoción de congresos el tirón cultural de la ciudad. Diario Sur, 11 December.

    Google Scholar 

  • Mora, A. (2012). City branding: marketing de ciudad. https://www.ondho.com/city-branding-marketing-de-ciudad. Accessed 20 Dec 2015.

  • Nurse, K. (2006). Culture as the fourth pillar of sustainable development. In Commonwealth secretariat, Small states: economic review and basic statistics (Vol. 11, pp. 28–40). London: Commonwealth Secretariat.

    Google Scholar 

  • Pascual Villamor, I. (2011). Centro histórico de Málaga 1994–2005: programas de apoyo económico. In A. Asenjo Díaz et al. (Eds.), Viva la calle, las actuaciones de revitalización del centro histórico de Málaga desde 1994 a 2010. Malaga: Servicio de Programas del Ayuntamiento de Málaga.

    Google Scholar 

  • Richards, G., & Wilson, J. (Eds.). (2007). Tourism, creativity and development. London/New York: Routledge.

    Google Scholar 

  • Sassen, S. (2007). A sociology of globalization. Análisis político, 20(61), 3–27.

    Google Scholar 

  • Sur. (2013). Laniado vincula el rechazo a Picasso en Málaga con la creación de su museo en Barcelona. Diario Sur, 2 August.

    Google Scholar 

  • Tien, CC. (2008). The role of museum clusters in the cultural tourism industry. Intercom Annual Meeting. Roturua.

    Google Scholar 

  • UNESCO. (2001). UNESCO universal declaration on cultural diversity. 2 Nov 2001.

    Google Scholar 

  • Williams, R. (1981). The sociology of culture. Chicago: University of Chicago Press.

    Google Scholar 

  • Woodland, M., & Acott, T. G. (2007). Sustainability and local tourism branding in England’s south downs. Journal of Sustainable Tourism, 15(6), 715–734.

    Article  Google Scholar 

  • Zouganeli, S., Trihas, N., Antonaki, M., & Kladou, S. (2012). Aspects of sustainability in the destination branding process: A bottom-up approach. Journal of Hospitality Marketing & Management, 21(7), 739–757.

    Article  Google Scholar 

  • Zukin, S. (1995). The cultures of cities. Oxford: Bramwell.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Faculty of Architecture C.U., Autonomous University of Oaxaca “Benito Juárez”, Oaxaca, Mexico

    Daniel Barrera-Fernández & Marco Hernández-Escampa

Authors
  1. Daniel Barrera-Fernández
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Marco Hernández-Escampa
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Daniel Barrera-Fernández .

Editor information

Editors and Affiliations

  1. Chair Intercultural Studies/UNESCO Chair in Heritage Studies, Institut Heritage Studies (IHS), Internationale Akademie Berlin für innovative Pädagogik, Psychologie und Ökonomie gGmbH (INA), Berlin, Germany

    Marie-Theres Albert

  2. UNESCO, Paris, France

    Francesco Bandarin

  3. Department of the Built Environment, Editor Journal Cultural Heritage Management and Sustainable Development TU/e, Eindhoven, NL, The Netherlands

    Ana Pereira Roders

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Springer International Publishing AG

About this chapter

Cite this chapter

Barrera-Fernández, D., Hernández-Escampa, M. (2017). Malaga Versus Picasso: Rebranding a City Through Non-material Heritage. In: Albert, MT., Bandarin, F., Pereira Roders, A. (eds) Going Beyond. Heritage Studies. Springer, Cham. https://doi.org/10.1007/978-3-319-57165-2_20

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-57165-2_20

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-57164-5

  • Online ISBN: 978-3-319-57165-2

  • eBook Packages: Social SciencesSocial Sciences (R0)

Publish with us

Policies and ethics

Search

Navigation