International Journal of Emerging Trends in Management

Vol. 2 No. 1 (2026): International Journal of Emerging Trends in Management
Original reseach article

Novi Sad as a Creative City: An Exploratory Study of Local Residents

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  • Snežana Besermenji,
  • Sanja Kovačić,
  • Blanca Garcia Hence
Sanja Kovačić
Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad,Novi Sad, Serbia
Blanca Garcia Hence
Faculty of Economic, Business and Tourism Sciences, Universidad de Alcalá, Alcalá de Henares, Madrid, Spain

Published 31.03.2026

Keywords

  • creative cities,
  • tourism management,
  • residents' perception

Copyright (c) 2026 Copyright (c) 2026 International Journal of Emerging Trends in Management

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Novi Sad as a Creative City: An Exploratory Study of Local Residents. (2026). International Journal of Emerging Trends in Management, 2(1), 33-43. https://doi.org/10.65984/ETM2.1.4

Abstract

Cities are centers of culture, economy, and politics. They are exciting because they are dynamic and creative, but they can also be centers of unemployment, poverty, and crime. With the globalization of urban environments, progress has occurred and, in many cities, standardized development patterns have become the norm. These changes have created opportunities for investment and economic growth, but they have also intensified competition among cities in attracting residents, visitors, and capital. If a city aspires to become a competitive tourist destination, it must first be attractive and functional for its local population. The aim of this study is to examine the perception of the local population of Novi Sad regarding its cultural, social, tourism, and economic characteristics, and to assess whether Novi Sad is perceived as a creative city. The research was conducted among residents of Novi Sad using a structured questionnaire. The results indicate that residents predominantly perceive Novi Sad as a city of culture and festivals, a recognizable tourist destination, and a city of social tolerance and economic potential. Factor analysis identified four key dimensions of Novi Sad as a creative city: culture, tourism, social activity, and urban development and quality of life. The findings confirm that Novi Sad possesses the essential attributes of a creative city and highlight the importance of integrating cultural resources, tourism development, social cohesion, and economic sustainability in urban development strategies.

 

Article history: Received (February 1, 2026); Revised (March 29, 2026); Accepted (March 29, 2026); Published online (March 31, 2026)

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