The urban cultural appeal matrix: Identifying key elements of the cultural city brand profile using the example of Madrid

The complexity and diversity of the cultural offering in cities on a global scale is increasingly evident and raises the need for considering further implications of this complexity in urban planning and city branding strategies. The purpose of this research is to deepen the understanding of the key elements, perceptions and experiences associated to the cultural dimension of a city brand, using the case of Madrid as one of the top urban destinations with an extensive cultural offer and cultural consumption options. The urban cultural appeal matrix, built on the main conclusions of the research, contributes to mapping cities according to their prominence in either hard or soft and global or local elements of their cultural offer. The proposed mapping can be relevant for the identification of the cultural profile of any urban destination.