Creative industries and the cultural identity: The instruments of mutual promotion (example of the Tatarstan Republic)

Abstract

The article analyzes the relation of development potential of the creative industries with the historical & cultural heritage as well as the instruments to translate the cultural code by the means of creative economy. The most important potential of the regional development is its historic craft traditions. The development potential of different branches of the traditional historic crafts and setups is analyzed, including their contribution into advancing the competitiveness of the Region. Historic mapping of territories is considered as a management instrument of spatial development of the creative clusters. Hypothesis of changing the value-nature of land as a resource is proposed: from fertile to improved land. A tendency of enhancing the consumption value of some goods over the exchange value in the present life is analyzed. The problems of normative and legal regulation in the creative sector are analyzed. Terms “marketing on the territory” and “marketing of the territories” from the point of advancing the territory in the investment market, influence of historic & cultural setups on their marketing strategies are analyzed as well. Formation of a city creative environment, enhancing creative development, advancing the image of a territory as a factor to increase attractiveness of creative societies is developed.