TY - JOUR
AU - M. Amer
AU - M. Ginzarly
AU - M.-F. Renzi
AB - The valorization of the UNESCO WHC emblem as a brand icon overlooks the marketing statement of local heritage sites that are not designated as world heritage. This practice leads to competition rather than collaboration which could result in endangering the intangible cultural heritage expressions and authentic cultural knowledge. Moreover, the tourism market deals mostly with the cultural landscape as a semi-customized product valorizing the role of publicity which might have a high negative impact on the conservation statement of the cultural asset. Consequently, this research investigates the interconnection between the fundamentals of branding and conservative management to enhance the outstanding values of cultural identity manifestations. It is an empirical study that reviews the branding statement of the Italian cultural landscape of Civita di Bagnoregio. It applies an integrated method that combines qualitative and quantitative analysis. It assesses 20 interviews with the key site stakeholders and more than 7000 social media posts. The findings of this study draw a proposal for a people-centred heritage branding approach that seeks to generate a lifelong learning memory for the community and a long-term brand image for the visitors’ mentality.
BT - Journal of Heritage Tourism
DO - 10.1080/1743873X.2023.2188450
N2 - The valorization of the UNESCO WHC emblem as a brand icon overlooks the marketing statement of local heritage sites that are not designated as world heritage. This practice leads to competition rather than collaboration which could result in endangering the intangible cultural heritage expressions and authentic cultural knowledge. Moreover, the tourism market deals mostly with the cultural landscape as a semi-customized product valorizing the role of publicity which might have a high negative impact on the conservation statement of the cultural asset. Consequently, this research investigates the interconnection between the fundamentals of branding and conservative management to enhance the outstanding values of cultural identity manifestations. It is an empirical study that reviews the branding statement of the Italian cultural landscape of Civita di Bagnoregio. It applies an integrated method that combines qualitative and quantitative analysis. It assesses 20 interviews with the key site stakeholders and more than 7000 social media posts. The findings of this study draw a proposal for a people-centred heritage branding approach that seeks to generate a lifelong learning memory for the community and a long-term brand image for the visitors’ mentality.
PY - 2023
T2 - Journal of Heritage Tourism
TI - Civita di Bagnoregio, Italy: towards a people-centred heritage branding approach
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85151155723&doi=10.1080%2f1743873X.2023.2188450&partnerID=40&md5=aa61e8a7d81a0faa6de8474664726927
ER -