TY - JOUR
KW - Academic research
KW - Amsterdam [Montana]
KW - cities
KW - Commodification
KW - Culture
KW - Destination marketing
KW - Genoa
KW - Genova
KW - Germany
KW - heritage
KW - Heritage Interpretation
KW - Intangible cultural heritage
KW - Italy
KW - Leipzig
KW - Liguria
KW - Montana
KW - Saxony
KW - The Netherlands
KW - United States
KW - commodity market
KW - cultural heritage
KW - heritage conservation
KW - Marketing
KW - stakeholder
KW - tourism development
KW - tourism management
AU - N. Mitsche
AU - F. Vogt
AU - D. Knox
AU - I. Cooper
AU - P. Lombardi
AU - D. Ciaffi
AB - Purpose: The purpose of this paper is to utilise commodification for the conservation and promotion of cultural heritage in cities by developing interpretative strategies, specifically enabling access to intangible cultural heritage through its tangible parts. Design/methodology/approach: In total, three case studies were conducted in the cities of Amsterdam, Genoa and Leipzig, through a workshop cycle with destination and local tourism stakeholders and citizen representatives, to develop interpretative strategies for the cities. Findings: The paper identifies tangible and intangible cultural heritage of the three cities, and integrates them into stories and outlines the development of an interpretative strategy for destinations independent from, but aligned with, the current marketing and positioning strategy development level. Research limitations/implications: Future research should examine the integration process of interpretative strategies and heritage interpretation of cultural heritage in marketing strategies, and in particular focus on the intangible aspects. Originality/value: The article integrates and highlights the value of intangible cultural heritage and interpretation of cultural heritage in general for marketing purposes through the development of an interpretative strategy improving access to destinations  cultural heritage supporting destination management. The article adds to the research discussion of the commodification of cultural heritage.
DO - 10.1108/17506181311301381
M1 - 1
N2 - Purpose: The purpose of this paper is to utilise commodification for the conservation and promotion of cultural heritage in cities by developing interpretative strategies, specifically enabling access to intangible cultural heritage through its tangible parts. Design/methodology/approach: In total, three case studies were conducted in the cities of Amsterdam, Genoa and Leipzig, through a workshop cycle with destination and local tourism stakeholders and citizen representatives, to develop interpretative strategies for the cities. Findings: The paper identifies tangible and intangible cultural heritage of the three cities, and integrates them into stories and outlines the development of an interpretative strategy for destinations independent from, but aligned with, the current marketing and positioning strategy development level. Research limitations/implications: Future research should examine the integration process of interpretative strategies and heritage interpretation of cultural heritage in marketing strategies, and in particular focus on the intangible aspects. Originality/value: The article integrates and highlights the value of intangible cultural heritage and interpretation of cultural heritage in general for marketing purposes through the development of an interpretative strategy improving access to destinations  cultural heritage supporting destination management. The article adds to the research discussion of the commodification of cultural heritage.
SP - 68
EP - 77
TI - Intangibles: enhancing access to cities  cultural heritage through interpretation.
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-84875596442&doi=10.1108%2f17506181311301381&partnerID=40&md5=3639078e9e3cb9eb7b1e39d973bfbf45
VL - 7
SN - 17506182 (ISSN)
ER -