PURPOSE: The main purpose of the article is to present the premises indicating the need to
use the potential of crowdsourcing in a participatory model of culture management to
activate and integrate communities to shape culture in their cities.DESIGN/METHODOLOGY/APPROACH: The article uses the method of review and critical analysis
of the literature (sources), the survey method, the case study method - the city of Szczecin
and the Business Model Canvas (BMC) method).FINDINGS: The research results presented in the article indicate that a significant problem in
creating culture in Szczecin and in the region is the lack of a common platform for
cooperation in this area. This justifies the need to apply a participatory model of culture
management to activate and integrate communities to shape culture in their cities. The
potential of crowdsourcing confirms the legitimacy of creating an online cooperation
platform for maritime and sailing culture in the city of Szczecin.PRACTICAL IMPLICATIONS: The online cooperation platform enables the integration of various
groups of stakeholders involved in the creation and maintenance of maritime and sailing
culture and facilitated the taking and implementation of activities in the field of creating and
cultivating maritime and sailing traditions in the city of Szczecin. This platform can also be a
place of cooperation between the cultural and business sector in promotion and
dissemination of maritime and sailing culture in the region.ORIGINALITY/VALUE: An in-depth analysis of the literature on the subject and the research
results presented in the article indicate the need for further research on the concept of an
online cooperation platform for maritime and sailing culture in the city of Szczecin. The
article presents a proposal for a business model of such a platform built with the use of the
BMC.peer-reviewe